Roark - Community Manager

Instagram Link

May 2025 - Present

In my current role with Roark, I manage day-to-day social publishing, campaign execution, and community engagement across all digital channels. I oversee both storytelling and backend operations: coordinating assets, editing Reels, managing YouTube uploads, and optimizing content performance. I collaborate with ambassadors and creators to support product launches, translating brand mission into structured digital campaigns.

  • Social media planning & publishing

  • Campaign rollouts (product + brand initiatives)

  • Community moderation & engagement

  • Ambassador coordination

  • Performance tracking & content optimization reporting

Digital & Campaign Work

In my role at Roark, I contribute across seasonal launches, product drops, ambassador partnerships, and long-form storytelling initiatives. My work bridges production and digital execution — spanning campaign strategy, short-form video creation, backend platform management, and cross-channel rollout across Instagram and YouTube.

Seasonal Brand Launches

• Summer 2025 Season Launch

• Fall 2025 Season Launch (Manage location shoot)

• Winter 2025 Season Launch

• Spring 2026 Season Launch

Responsibilities Included:

  • Location and studio shoot support

  • Product shot list coordination

  • Asset management and review

  • BTS reel creation

  • Cross-channel rollout support

Product Collection & Drop Campaigns

  • Bless Up (Fall & Spring 2026)

  • Alta Elite Trail Hood

  • Layover Travel Pro

  • Run In Peace

  • Forever Roaming

  • Habitual Rituals

  • Tidal Tempo

  • Sweed Knowledge

  • Nurture Nature

  • Bush Bloom

  • Tomas Olivos Collaboration

Responsibilities Included:

  • Graphic design support

  • Reel creation

  • Story sequencing

  • Blog development

  • Publishing cadence management

Bless Up Spring 2026 - Supporting Asset

Graphic Design

Alta Elite Trail Hood - Launch Reel

Fall Bless Up Shoot - BTS Reel

Run In Peace - Swipe Post, Graphic Design

Graphic Design Assist

Graphic Design Assist

Graphic Design Assist

Long-form Storytelling & Editorial

  • Roadwork Season 1 & 2

  • Tangled Yarns Podcast Episodes

  • Historical Storytelling Series

Responsibilities Included:

  • YouTube upload management

  • Thumbnail design

  • Short-form amplification

  • Narrative-driven caption writing

Roark Youtube Channel Link

Thumbnail - Season 2, Episode 1

Thumbnail - Season 1, Episode 1

Community & Promotional Campaigns

  • Holiday 2025 Giveaway

  • Father’s Day Campaign

  • Run In Peace - Zine Giveaway

Responsibilities Included:

  • Graphic design

  • Asset sourcing

  • Community engagement

  • Backend coordination

Run In Peace Zine Giveaway - Stop Motion Reel

Father’s Day Community Engagement Post - Design & Asset Sourcing / Ambassador Cordination

Ambassador & Collaboration Launches

  • Koa Smith Partnership ( See Campaign Spotlight Section )

  • Harrison Roach ‘Burnt’ Collection

  • Nate Zoller ‘Siempre’ Surf Edit

  • The Mammoth 200

  • Roark Ambassador Trip to the Philippines

Responsibilities Included:

  • Ambassador coordination

  • Live backend coverage

  • BTS storytelling

  • Reel creation

  • Blog support

  • Performance optimization

Campaign Spotlight:

Koa Smith Partnership Launch

OVerview

The Koa Smith partnership launch introduced a new ambassador relationship while reinforcing Roark’s identity within surf and coastal culture. The campaign required balancing product storytelling, athlete voice, and brand narrative across multiple digital touchpoints.

Objective

• Announce and establish the partnership authentically

• Drive engagement through community-aligned storytelling

• Integrate product organically into athlete-driven content

• Build momentum across feed posts, reels, and stories

My Role

• Developed and executed the social rollout strategy for the partnership announcement

• Crafted launch captions aligning Koa’s voice with Roark’s brand narrative

• Concepted and produced a behind-the-scenes reel that became one of the top-performing pieces of content during the launch window

• Created supporting assets including story sequences and promotional graphics

• Wrote and published a short-form blog to support the partnership launch and expand the narrative beyond social

• Coordinated ambassador content integration and asset selection

• Managed publishing cadence and community engagement during launch

• Monitored performance analytics to refine pacing and engagement strategy

Campaign Rollout Assets

Collab Announcement Reel

Growth & Impact

BTS Reel For Instagram

Stories

BTS Reel - Top performing piece of content for the launch

This campaign strengthened my understanding of ambassador-driven storytelling and how to structure launches that feel authentic rather than promotional. I learned how tone, pacing, and platform-specific content shape audience perception — especially when working with athletes whose credibility is rooted in lived experience.

Through this launch, I gained hands-on experience balancing creative production with strategic rollout planning, reinforcing the importance of consistency, community engagement, and narrative cohesion across digital channels.

Reporting & analysis

In addition to campaign execution, I provide weekly performance reports and ongoing analytics insights to help guide content strategy and rollout pacing. I analyze engagement trends, audience behavior, and format performance to inform creative decisions and optimize future campaigns. My approach blends creative intuition with data-backed refinement, ensuring storytelling and strategy evolve together.

• Deliver weekly social performance reports to internal team

• Analyze reach, engagement, retention, and audience growth trends

• Identify top-performing formats to inform future launches

• Adjust publishing cadence and content mix based on insights

• Utilize Instagram Professional Dashboard, YouTube Analytics, and previously Sprout Social for reporting