Social Strategy as a Business Function
Social isn't a content calendar. I build social into the broader marketing mix, tied to business goals, informed by data, and run like an owned media channel with measurable return.
Integrated Marketing · Austin, TX
DENA HOPE RAND
Marketing moves in phases.
I shift with you.
I lead brand, digital and creative for CPG, hospitality and lifestyle brands. Strategy, ads, creators, press, and the reporting to prove it worked.
Taking on select projects and open to the right leadership role.
10+Years in marketing across social, brand, PR and digital
30+Brands across hospitality, CPG, retail and lifestyle
100M+Impressions delivered across paid and organic campaigns
Brands I've built with
Merit CoffeeMaaribu Cafe & GiftsMaaribu Home & DesignCG&S Design-BuildPecana NutmilkKESSHŌJupiter Supper ClubHotel EllaLick Honest Ice CreamsNova HospitalityThe WellDevil May CareTentenMerit CoffeeMaaribu Cafe & GiftsMaaribu Home & DesignCG&S Design-BuildPecana NutmilkKESSHŌJupiter Supper ClubHotel EllaLick Honest Ice CreamsNova HospitalityThe WellDevil May CareTenten
Expertise
The whole marketing department. Minus the meetings about meetings.
Strategy, budgets, creative, channels and the people running them. I own the whole function and the results that follow.
01
02
Paid Social & Performance Media
Campaigns across Meta, TikTok, Google, CTV and programmatic. Built to be efficient, tested constantly and judged on what a customer actually costs.
03
CPG, Retail & Shopper Marketing
Full-funnel launch support for CPG brands entering national retail (Walmart, Whole Foods, H-E-B) and hospitality brands opening new locations. Store locator campaigns, on-shelf discovery content and shopper marketing built to drive velocity from day one.
04
Creative Direction
Directing shoots, overseeing visual identity, writing copy, and building the feedback systems that keep creative output on-brand, on-brief and consistently strong.
05
Brand Clarity & Positioning
Helping brands understand what they actually stand for, then shaping a message clear enough to carry across every channel and campaign.
06
Team Leadership & Operations
Building the workflows, reporting cadences and cross-functional structures that let creative and strategy teams do their best work without constant escalation.
Where I work best: CPG, hospitality and lifestyle, from national retail launches to restaurant and hotel openings.
How I work
Not every month needs a launch party.
Like the moon, marketing moves in phases. Some months need a big push. Some need someone to keep the lights on and the reporting honest. I scope for the month you’re actually in.
- New moonAudit
- WaxingBuild
- Full moonSpotlight
- WaningSteady
Let's talk
Let’s make your marketing less of a guessing game.
Tell me where things stand. I’ll come back with a clear first step.