Atoms

Director of Content
YC-backed DTC sneaker startup

Atoms is a Y Combinator backed startup operating in a fast-paced, resource-lean environment. I joined during COVID as Director of Content and functioned as a one-person creative department owning strategy, creative direction, production, publishing, and community engagement across social platforms.

This role required speed, adaptability, and decisive creative leadership in the absence of established systems.

My Role

Led end-to-end social content strategy and execution

  • Directed and self-produced all photo and video content

  • Managed publishing, community engagement, DMs, and customer escalations

  • Built influencer and creator programs from the ground up

  • Developed original editorial and video series to expand brand storytelling

Execution & Results

Content & Growth

  • Self-produced 15+ shoots in one year

  • Grew Instagram organically from ~16K to 25K followers pre-viral moment

  • Managed content and community during rapid growth to 100K+ followers

Influencer & Creator Strategy

  • Built Atoms’ influencer program from scratch

  • Generated 3M+ organic impressions through unpaid creator partnerships

  • Collaborated with high-impact creators including Noor Tagouri, Emily King, and Kaleena Zanders

Original Creative Programming

  • Concepted and produced a neighborhood-based walking video series following artists through their communities

  • Launched a long-form Artist Feature Series spotlighting working creatives across disciplines

Series of images showing various people wearing colorful casual outfits and sneakers in urban settings, as well as product shots of sneakers in green and navy blue, with models showcasing the shoes in city environments.
Collage of a woman modeling casual streetwear and athletic outfits in various outdoor and indoor settings, highlighting different clothing styles and sneakers.
Collage of diverse young adults wearing stylish clothing and blue tie-dye sneakers in urban settings.
A man sitting on a bench in a room with beige and white striped wallpaper, wearing a blue blazer, light blue jeans, and white sneakers with blue striped laces, promoting Atoms x Tan France sneakers.
A collage of four photos showing a young man with black hair wearing a white T-shirt, black pants, and white shoes, standing and walking outdoors near apartment buildings and greenery under a clear blue sky. In the first photo, he is walking on a paved area; in the second, his shoes and lower legs are visible; in the third, he stands facing forward; and in the fourth, he is looking down at his phone.
A collage of images showing various branded masks, mask accessories, and personal protective equipment, including face masks, a woman wearing a black mask, and straps with the brand name 'atoms'.
A young man walking in an urban setting, wearing a camo jacket, white t-shirt, black pants, and black shoes.
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