MTV / World of Wonder · 2023–

RuPaul's Drag Race

RoleSocial leadership · Live-air

DisciplineSOCIAL · LIVE

Year2023–

The brief

Over a two-and-a-half-year tenure covering Seasons 14 and 15, the mission was to maintain RuPaul’s Drag Race as the undisputed leader in social engagement within the reality TV landscape.

The primary challenge involved managing a constant "hype cycle" for a massive cast of queens, navigating the show’s historic move to MTV for Season 15, and ensuring the digital content reflected the show’s evolution as a global platform for queer artistry and political resistance.

By the numbers

15 B

My strategy contributed to Season 15 becoming the highest-rated season in years, generating over 2 billion total social impressions and becoming the #1 most social reality series on television.

1.5 M

Explosive Follower Growth

Across both seasons, I oversaw a total growth of 1.5 million new followers across TikTok and Instagram, driven by a pivot toward vertical video "Main Stage" highlights and behind-the-scenes content.

300 M

Viral Trend Leadership

I successfully launched the "Lip Sync for Your Life" TikTok challenge, which garnered over 300 million views and drove massive organic participation from fans, celebrities, and influencers alike.

Successful Network Migration

During the transition from VH1 to MTV, my "move-in" digital strategy resulted in a 95% audience retention rate, ensuring the fanbase followed the show to its new home without a dip in engagement.

The work

How it came together.

01 / 03

Real-Time "Live-Tweet" & Event Coverage

I managed the high-velocity live-social coverage for every episode, utilizing a witty, community-aligned brand voice that drove the show to trend #1 on X (Twitter) every single week.

01 · feature

02 / 03

The "Meet the Queens" Digital Rollout

I designed and executed the multi-platform reveal strategies for the Season 14 and 15 casts. By creating tailored "Stat Cards" and short-form video introductions, we ensured each queen launched with a massive, pre-built following before the first episode even aired.

02 · feature

03 / 03

Advocacy-Led Content Integration

During Season 15, as anti-drag legislation rose across the U.S., I worked to integrate "Drag is Not a Crime" messaging into our social feeds. This ensured the brand remained an active leader in LGBTQIA+ advocacy while maintaining its signature entertainment value.

03 · feature

What happened

The results.

Record-Breaking Social Impressions, My strategy contributed to Season 15 becoming the highest-rated season in years, generating over 2 billion total social impressions and becoming the #1 most social reality series on television.

Explosive Follower Growth, Across both seasons, I oversaw a total growth of 1.5 million new followers across TikTok and Instagram, driven by a pivot toward vertical video "Main Stage" highlights and behind-the-scenes content.

Viral Trend Leadership, I successfully launched the "Lip Sync for Your Life" TikTok challenge, which garnered over 300 million views and drove massive organic participation from fans, celebrities, and influencers alike.

Successful Network Migration, During the transition from VH1 to MTV, my "move-in" digital strategy resulted in a 95% audience retention rate, ensuring the fanbase followed the show to its new home without a dip in engagement.

Credits