Creative Strategist · Los Angeles, CA
Strategy that lives at the intersection of culture and conversion.
6+ years building brands, campaigns, and creative systems across music, entertainment, and cultural organizations. I build the strategy, own the execution, and measure what matters.
One through-line: Strategy that earns the trust of the community it's built for.
Music & Artist Brand
Holly Girlz LLC - Artist Brand & Creative Strategy
Built the brand identity, content system, and social strategy for an independent music group from the ground up, as the CEO and a member of the group.
Designed and executing a full multi-platform content system for the rollout of 5 original singles, built on a 12-week per-song framework that turns one shoot into weeks of platform-native content across Instagram, TikTok, and YouTube.
Organic Audience Impressions (over 3 months)
80k+
3
Singles released
3
Platforms with distinct strategies
Total assets produced
80
The Challenge
Rolling out 5 original singles as an independent group, no label, no marketing budget, no team of editors, meant every creative and production decision had to be intentional and systematic. The challenge was building a content engine that could sustain momentum across a full release calendar without burning out, running dry on material, or treating every platform the same. As CEO and a member of the group, the strategy had to work with limited resources and deliver real growth.
The Core Insight
The biggest growth leak for independent artists is posting the same clip, same caption, same cut to every platform, which turns one shoot into one piece of content instead of six or eight. The entire Holly Harmonies system was built on a single principle: film once, edit three times. Every platform gets a version built for its specific job, audience mindset, and content norms — never a repurposed upload.
Platform Architecture: Three Jobs, Three Strategies
"Instagram is the digital magazine - cinematic, polished, premium. The goal is: this group has a world I want to be part of."
"TikTok is the discovery engine - nobody opens it to find a new single. They open it to be entertained. The song is the reward, not the pitch."
"YouTube Shorts is curated moments, not clips - post the full official vertical video on launch day, then mine specific moments over weeks. Never a random timestamp."
The 12-Week Rollout System (Per Single)
Every single runs on the same three-phase arc; what changes is the content, not the cadence:
MONTH 1 · ANNOUNCE
Release date announcement · countdown teasers · song name reveal · anticipation content, no music yet, all energy. Goal: build anticipation before anyone hears a note.
MONTH 2 · RELEASE
Song drops. Lyric video → Music video → Vertical video released week by week on YouTube. TikTok mines the footage into BTS, POV, story-led, and chorus preview edits. Instagram leads with cinematic reels and carousels.
MONTH 3 · SUSTAIN + OVERLAP
Second music video drops. Current single's promotional tail stays alive while the next single's countdown quietly begins underneath. The calendar never has a dead week between songs.
The TikTok Edit System. One Chorus, Six Posts
The same 0:8 - 25-second chorus clips or various striking parts of the song become six distinct TikToks - not one video reposted six times:
"Performance-only - just the chorus, clean cut, no text overlay."
"Text overlay - 'When you finally choose yourself.' The lyric becomes the hook."
"Story-first - 'I wrote this after realizing I couldn't keep shrinking myself...' → chorus plays."
"POV - 'POV: "You just discovered your new favorite girl group."
"Comment-hook - 'Everyone keeps asking what this lyric means...' → clip."
"Reaction - filming the sisters reacting to fan reactions to the song."
The Four-Sister Advantage
Because Holly Girlz is four sisters, the content doesn't have to speak in one voice. A recurring "favorite moment" segment rotates by sister each week, Ariana's favorite lyric, Taia's favorite harmony, Amsara's favorite shot, Maasatimbala's favorite vocal run. This turns single-song promotion into a recurring, anticipated series. Fans start to learn and expect each sister's individual creative taste, which deepens connection beyond the music itself.
Weekly Volume (Non-Negotiable Baseline)
TikTok: 3 posts/week (~12/month) · YouTube Shorts: 2 posts/week (~8/month) · Instagram: 3–4 posts/week (~12–16/month).
This volume holds steady across all 12 weeks of a single's rollout; what changes is what's posted, not how much.
The Mindset Shift
The team stopped asking "what should we post today?" and started asking "which piece of the system are we filming or editing today?" One day of filming fuels weeks of content across all three platforms. We never say "here's another clip." We say "here's the moment we can't stop thinking about."
Deliverables Owned
Key Learnings
→ The #1 growth leak for independent artists is platform uniformity, the same clip posted everywhere looks like one piece of content to the algorithm and one piece of content to the audience
→ A 12-week rollout system per single means you never run out of content, one shoot produces 6–8 weeks of material when you treat footage as raw material, not a finished product
→ The overlap between Month 3 of Song A and Month 1 of Song B is the key to never going quiet, the calendar always has two songs running in parallel at different phases
→ Group dynamics are a content advantage, four sisters with four distinct creative perspectives turns a promotional cycle into a multi-voice, multi-week series fans actually follow
→ Platform-native editing is a strategic decision, not a production afterthought, the same footage edited for Instagram's cinematic register vs. TikTok's story-led rawness aims to perform completely differently
Kamitic Ecosystem - Three Organizations, Three Distinct Engagements
Context
The following three case studies involve organizations that share a common tradition and leadership lineage rooted in Kamitic spirituality, but they are independent entities with separate missions, audiences, and operational focuses.
Ra Un Nefer Amen is the internationally recognized founder of the Kamitic Legacy and the foremost authority on Kamitic spiritual teaching. Kamitic Legacy is his personal digital platform, where he teaches, publishes, and runs KGM (the Kamitic Group Meditation program) for a global online audience.
Åm Tehuti Khamau leads the AAPA Temple in Philadelphia, operating as an independent 501(c)(3) serving the local and regional community for 30 years. The Atefu Conference is a standalone annual event the Temple produces, with its own distinct mission and audience.
Each engagement below had a separate brief, a different primary audience, and different KPIs. The fact that they are connected by a shared tradition made the work richer - not simpler.
Thought Leadership
Kamitic Legacy - Brand System & Content Strategy
Built a complete brand playbook, content system, and Instagram strategy for Ra Un Nefer Amen's global digital teaching platform, bridging 50 years of ancestral wisdom with modern content infrastructure
This is Ra Un Nefer Amen's personal digital brand. Kamitic Legacy is the platform through which he teaches a global audience, runs the KGM membership program, and distributes his 50+ published works. The work here was about building content infrastructure and brand consistency for a thought leader operating at international scale.
Content templates built
25
250+
Captions written
The Platform
Kamitic Legacy is Ra Un Nefer Amen's digital home, a global teaching platform reaching students across 40+ cities through live webinars, the KGM (Kamitic Group Meditation) monthly program, a $24.95/month membership, YouTube, and Instagram. With 50+ published books and over 50 years of teaching, the content depth was immense.
The gap was a modern brand system and content infrastructure to match the scale of the mission.
10
Playbook sections
3- Year
Project timeline
The Brief
Build a brand and content strategy that could make 3,000-year-old ancestral wisdom feel immediately accessible, premium, and alive on modern social platforms, without flattening or commercializing the teaching.
The audience was existing and prospective KGM members: people seeking something more ancestrally rooted than mainstream wellness, primarily from the Black diaspora, globally distributed.
Strategic Frameworks Developed
"Ancient Teachings. Modern Reach." - the brand positioning line that held the entire content system together
Brand hierarchy architecture: Kamitic Legacy (the house) → KGM (the featured program) → Ra Un Nefer Amen (the master of the house) - three identities in right relationship on every content piece
Mindvalley benchmark analysis - identifying what to match (consistency, teacher-forward content, education before the sell) and what Kamitic Legacy could own that Mindvalley never could (53 years of real community impact, a living lineage, deep cultural specificity for the Black diaspora)
Content System Built
Developed 9 content template types (KGM session cards, educational carousels, quote posts, product launches, Reels covers, YouTube thumbnails, testimonial carousels, event graphics, Story highlight covers), a 4-phase campaign rollout framework reusable across all KGM cycles and events, an 11-Neter content calendar mapping each spiritual cycle to its own content identity, and a complete Instagram audit identifying gaps, inconsistencies, and opportunities.
Caption & Voice Work
Wrote a full caption suite for the Heru Cycle (3 sessions × 3 caption types = 9 total) in the Kamitic Legacy brand voice, advance announcements, day-of posts, and post-session follow-ups. Iterated for Instagram specifically: leads with the human experience, lets the Kamitic framework be the discovery, and closes with the membership CTA ($24.95), never leading with the sell. Also developed three hashtag sets by content type.
Deliverables Owned
Key Learnings
→ Thought leader content requires a different architecture than brand content; the teacher must always be the center, and every template must serve the teaching, not the other way around
→ Leading with human experience before the framework is what makes ancient wisdom accessible, "there is a version of you that has not been conditioned by the world's noise" lands before "the Heru teaching" does
→ A brand playbook is only as useful as its repeatability; building a reusable campaign framework that works across all 11 Neter cycles was more valuable than any single piece of content, this has been refined through a 3-year period.
→ Cultural specificity is the competitive moat; what Mindvalley cannot replicate (a living lineage, 53 years of real community, ancestral rootedness) is exactly what the content should lead with
Institutional
AAPA Temple - Institutional Brand & Fundraising Strategy
Built a complete brand identity system and funder-facing digital strategy for a 30-year-old 501(c)(3) community and cultural institution in Philadelphia
This is the Philadelphia community institution. AAPA Temple is the physical, community-rooted chapter led by Åm Tehuti Khamau, serving hundreds of local and regional families annually through programs, events, and direct services. The work here was institutional brand and donor strategy, which includes content systems and event marketing.
Community members served
100,000+
4
Programs restructured
3
Cities in global network
5-Year
Project timeline
The Organization
The Ausar Auset PA Het Neter Temple is a 30-year-old 501(c)(3) in Philadelphia's Germantown neighborhood, led by Åm Tehuti Khamau, a Wharton School graduate with over 40 years of spiritual leadership. The Temple serves hundreds of families annually through spiritual education, holistic wellness, cultural arts, and youth programming, with a global Ausar Auset network spanning 15+ cities and countries through the connection of Kamitic Legacy.
The Brief
The Temple has 30 years of institutional depth and internationally recognized leadership, but no modern digital brand presence or fundraising infrastructure to match. The task was building a funder-facing brand strategy and Kartra landing page that communicates the full weight of the institution's legacy in the compressed, scannable format that funders and donors actually engage with. Primary KPI: donor conversion and organizational credibility.
Messaging Framework Developed
"30 Years of Healing, Culture, and Community, Right in the Heart of Philadelphia" - leading with legacy to earn trust before the ask
4-pillar program architecture (Spiritual Education · Health & Wellness · Cultural Arts · Youth & Family) "Building The Temple Within" - translating 10+ programs into a single clear structure legible to funders without erasing depth for existing community
Leadership credibility architecture - positioning Åm Tehuti Khamau's Wharton background, 40+ years of leadership, and cultural contributions (Kamitfest, Atefu Conference, Kamitic Spiritual Journal) as the institution's proof of durability
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Deliverables Owned
Key Learnings
→ Program architecture is a marketing decision; grouping 10+ programs into 4 clear pillars made the org legible to funders without losing the depth existing community members needed
→ Leading with legacy unlocked both funders and community - 50 years of verifiable, real work did more than any tagline
→ In culturally specific contexts, the visual brand carries as much meaning as the copy; getting the Kamitic aesthetic right was as critical as the messaging hierarchy
→ Impact numbers are the missing link in most cultural org fundraising - even rough estimates dramatically increase perceived credibility with institutional funders
Ticket Conversion
Atefu Conference 2026 - Event Marketing & Paid Social Campaign
Built and executed the full social content system and ad creative strategy for an annual conference for Black men and their sons, with a direct KPI of ticket sales at atefu.org
This is a standalone event - not the Temple's institutional brand. While the AAPA Temple produces the Atefu Conference, this was a separate, time-bound campaign engagement with its own audience (Black men and their sons, consumer ticket buyers), its own KPI (ticket sales at $35/ticket), and its own creative requirements (direct response, urgency-driven, conversion-focused). The tone, format, and strategy were entirely different from the Temple's funder-facing brand work.
Tickets sold / attendance
500+
30
Content assets produced
20k
Campaign reach
1 Month
Campaign timeline
The Event
Named after the ancient Kamitic word for "Father," the Atefu Conference is an annual two-day gathering in Philadelphia built specifically for Black men and their sons. It brings together world-class speakers, ancestral healing, health services, brotherhood, and guided meditation around the themes of manhood, fatherhood, legacy, and financial empowerment. Attendees are builders, fathers, business owners, professionals, and men with a mission. Ticket price: $35.
The Brief
The conference had the credibility, speakers, and community behind it. What it needed was a complete social and paid content campaign that could convert awareness into ticket sales, recruit vendors, amplify keynote speakers, and build momentum through a structured week-long countdown, all driving to atefu.org. Fast-moving, direct-response, consumer-audience work. Entirely different from the institutional brand and fundraising work done for the Temple.
Campaign Hooks Developed
"The most valuable thing at ATEFU isn't on the stage. It's in the room." - awareness hook targeting the brotherhood and networking angle
"This is not networking for networking's sake. This is brotherhood with purpose." - conversion hook for direct ticket push
"Named after the ancient Kamitic word for Father - two days where Black men come to heal, lead, and build." - identity hook for new audience introduction
"Don't Be a Minute Man." - Immediate attention grabber, taking a jab at men's health and its connection to capability to perform intimately
Content System Built
Full multi-format content system including: carousels covering panel discussions, career support, team building, and the Kamitic Legacy session; Reels scripts driving urgency and emotional resonance; a 7-day countdown series building to the event date; vendor recruitment posts with dedicated CTAs; keynote speaker highlight posts for Wayne Chandler, Ra Un Nefer Amen, Åm Tehuti Khamau, and others; and Egyptian-inspired ad graphics (pillars, archways, sacred geometry) built specifically as backgrounds for paid and organic placements.
What Separated This From the Temple Work
The Temple engagement needed gravitas, slow-burn institutional credibility for a funder audience. The Atefu campaign needed urgency, a sense of brotherhood, and a reason to buy a $35 ticket by Friday.
Different voice, different creative format, different content velocity, completely different KPI. The shared cultural context was an asset, it meant the creative could go deeper, faster, but the strategy was built from scratch for this specific audience and goal.
Deliverables Owned
Key Learnings
→ The room sells the event; content about who else is attending (builders, fathers, business owners) outperformed content about the programming itself
→ Brotherhood is the hook, fatherhood is the close, awareness content led with belonging; conversion content pivoted to purpose, legacy, and showing up for your sons
→ The countdown series created compounding urgency; each day added a new reason to buy without repeating the same message
→ Culturally specific ad aesthetics do targeting work before targeting runs; the Egyptian visual language attracted the right audience and filtered out the wrong one
→ Vendor and attendee recruitment required completely different voices, treating them as the same audience was a mistake to avoid early
Capabilities
1
Paid Platforms
Paid Platforms
Meta Ads Manager
TikTok Ads Manager
Google Ads
Pinterest Ads
2
Creative Strategy
UGC strategy & briefing
Hook & angle development
Ad copywriting & scripting
Creative brief writing
3
Brand & Content
Brand identity development
Content system design
Social media strategy
Cultural storytelling
4
Analytics & Systems
Hook rate / hold rate
CTR, CVR, ROAS, CPA
A/B test frameworks
Post-mortem reporting
5
Event & Campaign
Event marketing strategy
Fundraising copy & pages
Launch campaign planning
Countdown campaign systems
6
Business & Production
LLC operations (CEO)
Short-film production
Entertainment development
MS Innovation & Entrepreneurship
Point of View
The best creative strategy I've done has never come from a brief alone. It has come from being inside the work, as a music artist, a producer, a community builder. That insider position changes everything about how you find the angle, write the hook, and earn the audience's trust.
Three organizations in the same cultural ecosystem gave me three completely different briefs: a global thought leader needing content infrastructure, a 30-year institution needing a fundraising voice, and an annual event needing to sell tickets in a month. The tradition was shared. The strategy was never the same.
Context is the strategy.
Strategy without execution is just a deck. I build both, and I measure what comes out the other side.