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Description:
I worked across multiple social media content pillars, leveraging strategy, content brainstorming, and creation to strengthen brand presence and engagement. By aligning creative efforts with audience interests, I helped deliver a dynamic and consistent experience that fostered connection and community.
Role:
Social Media Strategist
Timeline:
October 2024- Present
Tools:
Sprinklr, Workfront
Project Summary
I have developed and executed content across multiple strategic pillars for Glidewell, each representing a key component of the brand’s identity and contributing to long-term brand loyalty. Event coverage is a major focus, as Glidewell regularly hosts educational and community-driven events. Capturing and sharing these moments through thoughtful content helps strengthen customer connection and reinforces the brand’s commitment to innovation, education, and community.
Tools
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Sprinklr
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Workfront
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Microsoft Office Space
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Canva
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CapCut
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Social Media Platforms
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Instagram
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LinkedIn
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Facebook
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About Glidewell Dental
Glidewell Dental is one of the largest and most innovative dental laboratories in the world. While widely recognized for its lab products, Glidewell’s offerings extend far beyond manufacturing. The company provides cutting-edge in-office technologies, a robust catalog of online and in-person continuing education courses, and hosts the Glidewell Symposium—an industry-leading event for dental professionals. Internally, Glidewell fosters a strong, community-driven culture through company-wide celebrations, team-building events, and employee appreciation initiatives.
My role as Social Media Strategist
Responsibilities
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Project management
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Manage social media accounts
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Community management and engagement
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Content strategy and content creation
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Create monthly content calendars and planning sheets
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Facilitate monthly meetings
The process
My team and I divide responsibilities across key content pillars. I focus on glidewell.io—our digital dentistry and in-house technology solutions—holiday content, and serve as the lead for the Guiding Leaders program.
glidewell.io
Glidewell.io is our digital in-office lab solution, offering four core products along with robust educational support through online courses, in-person training, and dedicated sessions at the Glidewell Symposium. While managing this content pillar, I focused on driving awareness and conversions through organic social media. My efforts generated over $180K in sales, multiple qualified leads, and numerous digital eBook downloads. On average, I produced 4–5 in-feed posts per month, along with consistent story coverage, typically two or more stories monthly aligned with on-campus courses.
holidays
Holiday content consistently performs well on Glidewell Dental’s social media platforms, often generating higher views and engagement than other post types. These posts range from trend-based videos and carousel graphics to still images and coverage from internal holiday events. Their broader appeal extends beyond dental professionals, allowing us to connect with a wider audience. By showcasing the people behind the brand, holiday posts strengthen brand loyalty and foster a more personal connection with our community.
Events
Event content showcases key moments from Glidewell-hosted experiences, including Glidewell Symposiums, glidewell.io courses, internal celebrations, and trade shows. These posts highlight our leadership in the dental industry while fostering community and brand connection. By capturing engaging, authentic moments, we create a sense of inclusion and generate excitement for future events.
Guiding leaders
Guiding Leaders is the highest-performing content pillar across all platforms. It achieved an engagement rate of 4.89%, significantly outperforming the average of 1.48% across all other content pillars.
For a detailed overview of the Guiding Leaders pillar—including the campaigns I contributed to and examples of my work—click HERE to learn more.
Growth
Since joining Glidewell, I’ve helped drive consistent growth across all key performance indicators. We tracked metrics including follower count, volume of published messages, post reach, total engagements, average of estimated clicks, shares, comments, and engagement rate. During my time in this role, I've seen:
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+17.95% increase in followers
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+133.99% increase in volume of published messages
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- 9.85% decrease in post reach
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+181.08% increase in total engagements
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+58.51% average of estimated clicks
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+900% increase in post shares
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348.80% in percent change of post comments
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+211.79% increase in engagement rate
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+109.80% increase in post impressions
The slight decline in reach aligns with the discontinuation of paid boosting in Q3 2024, which had previously amplified visibility for the accounts. Despite that, strong gains in organic engagement and impressions highlight the effectiveness of our content strategy and the strength of our online community.
Reflection
My time at Glidewell has been a pivotal chapter in my development as a marketer. I worked across key content pillars like glidewell.io, holidays, Guiding Leaders, and company-wide events, leading organic social campaigns that drove measurable impact, including over $180K in sales and a 10% increase in applications for Guiding Leaders. I gained experience in strategy, content creation, and community engagement while learning how to speak authentically to a niche audience. From trend research to team collaboration, I grew confident in my ability to create meaningful, results-driven content. Most importantly, I’ve come away with a deeper understanding of how to build community through storytelling and a stronger sense of my voice as a marketer.
Awards
2024 Marketing Awards
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Lollipop Lane Award: For Positive Attitude and Enthusiasm
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Jellybean Joy Award: Brings Cheer and Energy to the Team