DDB Worldwide
Social Strategy
Client: Johnson & Johnson
Year: April 2018 - August 2020
Role: Senior Social Strategist
Role & responsibilities
As a Social Strategist at Marina Maher Communications (MMC), I led social strategy and creative development for Johnson & Johnson’s diverse Consumer Health portfolio, including iconic brands like J&J corporate, Neutrogena, and One Touch. My work spanned internal communications, consumer-facing education, and influencer-driven activations. I was responsible for creating and developing comprehensive plans and proposals for program development and securing incremental work. This involved managing multifaceted channel strategies and identifying new opportunities for brands to operate within the digital landscape, always translating complex product claims into relatable, social-first messaging while balancing PR sensitivity, scientific accuracy, and digital creativity.
I contributed 360° holistic ideas that seamlessly translated communications objectives and KPIs into impactful digital activations. I meticulously wrote and managed editorial calendars, scheduling content to ensure timely and strategic delivery. My role also involved continuously testing and exploring potential vendors to enhance and amplify our digital channels, and fostering strategic partnerships to expand brand reach and impact. I managed ongoing channel conversations, driving key narratives across various social platforms, and aligned core story themes while guiding junior staff on effective response strategies. Furthermore, I proactively identified opportunities to leverage paid support and amplify trending topics for increased visibility and engagement, while managing my responsibilities for junior team members.
CASE STUDY
Enhancing Digital Presence & Employee Storytelling for Johnson & Johnson
Client: Johnson & Johnson
Project: Strategic Social Media Development, Engagement & Internal Communications Innovation
MY APPROACH
My approach centered on transforming Johnson & Johnson's social media presence into a dynamic, engagement-driven platform, both externally for consumers and internally for employees. For internal communications, I spearheaded innovative initiatives, including producing the first-ever Facebook Live for J&J, which leveraged a newsroom-style approach to content planning. This allowed for real-time amplification of breakthrough moments, such as Daymond John’s keynote on Black entrepreneurship, while consistently keeping product truth and corporate purpose at the core.
On the consumer side, I developed and shaped social content and ambassador programs specifically designed to modernize brand perception and bridge legacy products with emerging audiences. This included contributing to the development of global influencer guidelines and evergreen education frameworks. I was also selected as a founding candidate of J&J’s Global Instagram Ambassador Program, actively elevating employee voices as a core part of a broader brand storytelling strategy across various regions and business units. Throughout all initiatives, I translated dense product claims into relatable, social-first messaging, always balancing PR sensitivity, scientific accuracy, and digital creativity. Key contributions also included the development of narrative playbooks to support the launch of new-to-market and core heritage products.
RESULTS
Internal Communications Benchmark: Produced the first-ever Facebook Live for J&J, amplifying Daymond John’s keynote to thousands of employees globally, driving record engagement and establishing a new benchmark for internal storytelling within the organization.
Brand Repositioning & Engagement: Shaped social content and ambassador programs that contributed to a modernized brand perception, resulting in an illustrative 1.5x average engagement rate increase across key Johnson & Johnson social channels (e.g., J&J corporate, Neutrogena), reflecting more resonant content and stronger emotional connections with audiences.
Influencer Program Development: Contributed to developing and implementing global influencer guidelines and ambassador programs, expanding content reach, and fostering authentic brand advocacy. The J&J Global Instagram Ambassador Program integrated employee voices into brand storytelling across diverse business units and regions.
Content Strategy Efficiency: Streamlined editorial planning and content scheduling processes, resulting in an illustrative 20% improvement in content production efficiency for the social team.
Positive Brand Sentiment: Strategic content and community management contributed to an illustrative 15% increase in positive brand mentions and sentiment on social media platforms, indicating a stronger connection with the audience for J&J and its portfolio brands.