NIKE, APPLE, ORACLE EXPERIENCE
Hi, I’m Charles
I’m a Senior Content Strategist who elevates brands and engages audiences. Google-certified in UX Design with a Journalism foundation, I bring data-driven strategy to authentic, award-winning storytelling.
At Nike, Apple, and Oracle, I built content strategies that balanced brand purpose with measurable business outcomes: Tripling Nike's LinkedIn engagement, growing Oracle executive influencer audiences from zero to 3M followers, and establishing Inclusion + Representation as a growth driver, not just a performative value statement.
My audience-first methodology is refined through 12+ years to find gaps others miss and create cross-functional partnerships that turn insights into business impact. My work spans UX Content Strategy, Brand Experience Integration, Digital Commerce, Employer Brand, and Executive Thought Leadership.
I’m seeking senior content strategy roles for brands where purpose and performance welcome creative excellence with quantifiable results.
UX Content strategy
Inclusion + Representation
My independent content audit revealed critical Representation gaps in Nike’s LinkedIn content mix. I proactively joined all eight NikeUNITED employee networks as an ally and cultivated authentic connections to their stories and cultural moments, then calibrated my strategy to prioritize Inclusion + Representation in image selection, employer brand content, and employee storytelling.
Key metrics: Nike’s LinkedIn engagement tripled within 90 days, with organic audience growth from 1.6M to 2.4M followers (+50%) in less than six months.
brand experience
Digital Commerce
UX Content Strategist unifying Apple Watch messaging across all consumer touchpoints, spanning digital commerce, retail partners, and in-store/on-device experience. Collaborated across product marketing, UX research, analytics, Dotcom, and Apple retail experience teams for seamless buyer journey in the Apple Watch 7/SE/3 launch. Contributed to +17% YoY Apple Watch sales.
Events + Influencers
Designed and launched Oracle's first Executive Influencer program, coaching five VPs to develop distinct thought leadership voices, and managed global brand social for exec keynotes at Oracle HCM events. Scaled brand advocacy and social selling amplification of the executive thought leadership program from zero to 3M followers, earning 10M monthly impressions.
Employer Brand
Owned Nike's LinkedIn page, brand content strategy, and five-figure quarterly LinkedIn performance marketing budget. Independently proposed, created, and managed PPC campaigns for hard-fill data science roles, HBCU recruiting, and executive diversity hiring. Delivered Nike's top-7 all-time LinkedIn CPC results while doubling HBCU candidate pool from 8% to 18%.
-
I'm fascinated with learning how things work, new tech, innovation, UX integration, and fostering meaningful Inclusion #UntilWeAllWin
I help elevate brands and engage audiences, skills that come from depth of experience.
Through 12+ years at Nike, Apple, and Oracle, I developed something most strategists don't have: Proprietary methodologies refined across premium brands.
At Nike, I prioritized Inclusion and Representation, and tripled engagement by connecting with authentic employee voices. At Apple, I unified product launch content across all touchpoints. At Oracle, I built executive influencer programs that scaled to 3M followers.
What drives me isn't just audience-first content strategy; it's creating impact that works better for everybody. For me, that's when great content comes to life.
-
Audience-first, always. Every blue-chip brand informs strategy with data. I find what others miss, potential that hides in spreadsheets and lives in the Comments. The untapped audience, the content mix that pays off, adjustments that make engagement sing where the sheer weight of data capital lays flat.
Proprietary Methodologies. Through 12+ years at Nike, Apple, and Oracle, I developed frameworks for content audits, inclusion strategy, and executive thought leadership. Prioritizing authentic voices boosts engagement and elevates brands.
Cross-Functional by Design. For great content, I collaborate across analytics, UX, copywriting, design, product, comms, and Dotcom to create work that's strategically sound and authentically human.
Measurable Business Impact. Success means measurable outcomes: Engagement rates, audience growth, conversion lift, brand sentiment. I connect content strategy to business results, not just content volume.
Featured Clients
(Client logos are respective brands’ trademarks)