post.script

I ran social media for post.script, an AAPI woman-owned boutique in San Francisco.

I planned all the content and grew the community past 8,000 followers across Instagram and TikTok. The part I actually liked was the measurement. Engagement metrics are a blunt instrument, but read carefully they tell you what a small audience genuinely responds to, which is rarely what the brand assumed.

It was a small shop with a real point of view, so the job was to carry that voice into a feed without flattening it into whatever was performing that month.