When Cuso Cuts came on board, they were a newly launched eCommerce brand with a big personality and a social footprint that heavily relied on the founder's own following. The opportunity was clear, but so was the challenge: building an engaged community in a crowded food and BBQ space while simultaneously driving awareness and purchase intent.

The work started with strategy. I developed a content framework built around what makes BBQ culture tick: community, craft, fire, and flavor. That foundation shaped everything: platform selection (Instagram, Facebook, and TikTok), posting cadence (3–4 posts per week plus Instagram Stories), content mix, and the distinct voice we'd carry across each channel. Execution followed the strategy, along with a LOT of content testing.

Content planning was done with intentionality and every piece of content had a job: build familiarity, earn engagement, or expand reach. Over time, those individual decisions compounded.