CMT, the Viacom country music network, needed to reach a new generation of country fans who lived on social — and to rebrand its version of country for a broader, more culturally fluid audience. The challenge was equal parts strategic and creative: redefine what "country" could look like on social without losing the loyalty of the existing fan base. As Manager of Social and Content Strategy, I led organic social strategy across CMT's channels, covering original programming, live events, and cultural tentpoles. Managed video editors and creator relationships, produced platform-native content, and grew the brand's community across Facebook and YouTube.