Hayden Criollo

Social Media Manager Animalpak @Universal Nutrition

New Brunswick, NJ, US

As Head of Social Media, I led the social media strategy for Universal Nutrition’s brands (@animalpak), driving growth while staying true to the brand’s hardcore identity. I managed over 1M+ followers across Instagram, Facebook, YouTube, TikTok, Threads, and X, increasing our audience by 957% and boosting engagement by 76% within two years.I worked closely with the creative team to develop impactful social media content and crafted monthly content calendars to ensure consistent and strategic messaging. I managed all social media accounts, engaging directly with fans and responding to inquiries to build a loyal community. I also implemented, optimized, and analyzed paid social campaigns, driving maximum reach and ROI.I coordinated marketing initiatives with sponsored athletes, affiliates, and influencers, amplifying brand visibility and community connections. Additionally, I shaped brand strategy, developed tactical plans, and executed them effectively. I directed high-quality content shoots in collaboration with videographers, photographers, and talent, ensuring each piece of content aligned with our strategic goals and brand identity.My approach combined creativity and data-driven insights, supported by thorough social media analytics and monthly reports, to continuously optimize our strategy and maintain growth momentum.