Google Waze Social Strategy Development

Led a comprehensive cross-platform social audit and competitive benchmarking initiative for Waze, analyzing performance across Instagram, YouTube, Facebook, X, and community channels. Identified Instagram as the primary engagement driver (85% of total engagements) and uncovered significant underleveraged growth potential on YouTube through Shorts optimization and increased cadence. Developed a prioritized platform strategy, editorial pillars, influencer framework, and KPI roadmap aligned to brand awareness, community engagement, and product adoption goals. Delivered a phased implementation plan designed to maximize impact within resource constraints while building a case for scaled investment. The strategy positioned social as a performance engine—not just a publishing channel—grounded in data, cultural relevance, and measurable growth.