Lime
Lime is the largest global shared micromobility business. I led the social media and content development to help bring awareness to their mission on building a future where transportation is shared, affordable and carbon-free.
Role:
Senior Manager Social Media and Content Development
Focus:
Global content strategy, brand messaging, campaign narratives
Execution:
Led Lime’s global social media and content strategy, shaping brand messaging and campaign narratives across markets.
Concepted and executed creative brand campaigns and content productions at scale.
Managed and mentored a team of social media specialists and designers, ensuring consistency in voice and execution.
Oversaw global content planning and wrote copy across social, email, and campaign touchpoints.
Break Up With Cars
Challenge:
Lime needed culturally relevant, narrative-driven campaigns that could scale globally while maintaining a strong, consistent brand voice and driving measurable audience growth.
Solution:
I concepted and led social-first campaigns grounded in clear narrative direction and cross-functional collaboration. A standout example was Break Up With Cars, a campaign that reframed Lime’s value proposition through a bold, culture-forward story, resulting in +337% audience growth and +27% engagement growth.
To wrap up 2021, I led production to create a series of six videos highlighting Lime’s strengths and differences. Being the liaison between the video crew and Lime, I provided creative direction and orchestrated logistics in San Francisco, Washington DC, Paris, Berlin, and Melbourne.
Video Production
Photoshoots
We needed to refresh our social media and email content with lifestyle photos that resonate with our riders. We produced photoshoots in Los Angeles, New York, Paris, Melbourne, and Seoul that resulted in photos that felt aspirational and relatable. By building close relationships with photographers and Lime operations teams around the world, we saved Lime $115,000 in production costs.
Community Event
To announce the launch of scooters in the Bronx, we saw value in creating content with the community versus at the community.
We partnered with Bronx Narratives, hosted a scooter safety training session, guided residents in a community ride, and shared a few beers at a local brewery. Sharing this content resulted in 361% lift in engagement. I led this project as event producer, partnerships manager, content developer, and project manager to create content for social media, email, and our blog.
Social Media
Managing Lime’s Instagram, Facebook, TikTok, Twitter, LinkedIn, and YouTube for a global brand is no easy feat but I do it with the help of Lime’s talented designers. I built Lime’s social media strategy to be focused on engaging, informing, and inspiring the Lime community by highlighting the people and cities we serve, showcasing our hardware, and discussing topics that matter most to us like rider safety. This shift in strategy has increased engagement by 54%.
As a new startup, Lime didn’t have a history of sending monthly newsletters to its list of millions of subscribers. It was a missed opportunity to surprise, delight, and inform our audiences. Together with the Brand and Rider Growth teams, we’ve set up a monthly cadence of newsletters which I wrote copy and helped lead the content.