SPOTIFY: SCALING PODCASTS INTO CULTURE

In 2021–2022, I helped transform Spotify’s podcast presence from niche to mainstream with moment-driven social video strategies. Instead of relying on static weekly franchises, I built a dynamic editorial calendar tied to cultural pulses and trends.

Leading a cross-functional team of 10+, I:

• Drove Call Her Daddy’s 11M TikTok views in just one week with an audience-first viral activation

• Secured $1M in new agency billings for hi5.agency

• Boosted overall Spotify podcast engagement by 11% and positioned the platform as the #1 podcast platform over Apple

• Led Armchair Expert’s exclusivity campaign (↑10% reach) and re-energized The Joe Rogan Experience with viral video clips (↑6% engagement)

Impact: Spotify cemented its leadership in podcasting, growing video podcasting from 25K to 85K shows, and expanding global influence through culturally resonant creative.

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