Crystal is a Social Media and Content Marketing Strategist based in Chicago, Illinois.
Open to full-time roles, freelance, and contract work
Open to full-time roles, freelance, and contract work
Hi, I'm Crystal. I've been fascinated by the way people show up online for as long as I can remember. Growing up deep in YouTube rabbit holes and Pinterest boards, I was drawn to how individuals could build their own voice, share their ideas, and genuinely connect with people they'd never met. That world shaped the way I think about brands, and that curiosity never really turned off, and I still find myself thinking about the potential in the content I come across every day.
Over the last four years I've worked with brands in healthcare, wellness, and lifestyle, building social presences from scratch, finding the voice behind each brand, and making content that actually moves people. I've grown accounts from zero to 1.3 million views in a single month and taken creators from stalled growth to regularly hitting 1M+, but what I care about most is what those numbers do for the business: turning views into inquiries, bookings, and sales. I've built funnels that convert audiences into consultations, expanded brands into new clientele, and turned content into a real revenue driver.
My approach to social media is rooted in thoughtful storytelling, clear strategy, and content that feels true to the brand behind it. I care about the bigger picture just as much as the details, and I want the people I work with to feel supported, confident, and excited about how their brand shows up online.
Every project I take on is intentional. I hope you feel that through our time together.
My Toolkit
now, i'd love to show you some of the work. here's what that looks like in practice.
Selected Work
Took a completely dormant healthcare account to 10x video views and 60%+ non-follower reach in roughly 90 days.
NIRC's social media had been dormant for over a year. Almost entirely static posts, no video, no staff presence, no publishing cadence. In substance abuse recovery, where trust is everything, that silence was costing them visibility with the very people they were trying to reach.
Built a full content operation from scratch, starting with the foundation before a single post went live: brand voice guidelines, content strategy, and an editorial calendar with patient sensitivity at the center of every decision. I built an on-site studio, sourced equipment, and coached 15 to 20 staff members to show up confidently on camera. Only two had ever been filmed before.
A 10x lift in average video views and 60%+ non-follower reach in roughly 90 days. Beyond the reach, the content drove a noticeable lift in inbound inquiries through DMs, with more people reaching out directly to ask for help.
From stalled growth to regularly hitting 1M to 3M+. Grew 24K to 36K followers in 12 months.
Dr. Nima had real expertise and a solid following, but his views had gone stagnant. His content leaned on the same static before/afters, and the format had gotten tired. There was no reason for someone outside his existing audience to stop, watch, or come back.
Repositioned him as THE authority on rhinoplasty. We moved into opinion-driven and educational content, like "sauna or ice bath," breakdowns of viral nose trends like the Barbie nose, explainers on the healing process, and what to actually look for in a surgeon. That built an engaged audience coming to him for rhinoplasty, health, and wellness, not just surgery results.
Views climbed from a stalled plateau to regularly hitting 1M to 3M+, and followers grew from 24K to 36K in 12 months. Social became the primary driver of consultation bookings across TikTok and Instagram. As demand grew, the practice expanded its posting cadence and invested in paid social to keep new surgeons' schedules full.
Brought direction and identity to a 300K account. Grew to 350K, 13M+ total likes, individual videos hitting hundreds of thousands.
At 300K followers the account had real potential but no clear direction. Content felt scattered, trend participation was forced, and his core business goals around smile transformations weren't coming through.
Gave the account a clear identity and strategic direction, defining content pillars, intentional trend participation, and a consistent personality that turned a cosmetic dentist into a creator people genuinely enjoy following.
Grew from 300K to 350K followers with 13M+ total likes. The growth expanded his reach into higher-profile influencer clientele, bringing a new tier of cosmetic clients into his chair and broadening the practice's visibility well beyond its original audience.
Doubled comment engagement. Single video hit 869K views. Turned a clinical dermatologist into a creator people follow every day.
Dr. Mamina had expertise that should have translated beautifully on social media. But her content felt cold, corporate, and hard to connect with. Technically accurate but emotionally flat. Always in scrubs, always clinical, never showing the person behind the credential.
Moved her to a self-filming style that felt personal and direct, rewrote scripts in her natural voice, and expanded her content to include her life as a mom in her 40s, product opinions, and reactions to viral skincare trends. Then we turned that audience into a sales engine, building out her ShopMy and layering in ManyChat so product mentions converted directly to links.
Comment engagement more than doubled and a single video hit 869K views. The ManyChat automation drove an estimated 20% lift in engagement that translated directly into ShopMy product sales.
Skills in Practice
Strategy that goes beyond a content calendar. I dig into your brand, your audience, and your goals to build a clear, platform-native approach that gives your content direction and your presence real momentum.
From shoot planning and shot lists to visual identity and content formats, I bring creative direction that makes everything you put out look and feel intentional. I've led on-site productions, coached people on camera, and shaped the visual language of brands across multiple industries.
Your brand has a voice. My job is to find it, define it, and make sure it shows up consistently across every piece of content you create.
Growing an audience takes more than posting consistently. I look at hooks, formats, cadence, and platform behavior to build a growth approach rooted in data and creative instinct.
I design the systems that make content work at scale. From editorial workflows and cross-functional processes to publishing infrastructure and team cadences, I build the operational backbone that lets brands show up consistently without burning out the people behind it. This is the work that makes everything else sustainable.
Before strategy can move forward, someone has to understand what's actually happening. I audit existing content programs, identify performance gaps, and deliver clear recommendations that give brands a sharper picture of where they are and a defined path forward. The kind of thinking you want before a rebrand, a pivot, or a new campaign.
I can take a concept from strategy to screen. Whether it's on-site filming, short-form video editing, or coordinating a content day, I've done the hands-on work alongside the strategic work, which means I know what it actually takes to make content happen, not just plan it.