Lalanii RochelleMFA

Organic Social & Community

Day-to-day ownership of brand social — strategy, calendar, copy, creative direction, publishing, and community response — for audiences that include both the customer and the partner selling to them.

View the work ↗

01The practice

I am the strategist who builds the deck in the morning and shoots the video in the afternoon. Twenty-three years hands-on: feed posts, threads, stories, reels, short-form video, static graphics, and community engagement. Always the person making the content, not just approving it.

Right now that means running brand social for Synchrony's CareCredit, where a regulated financial product has to land warmly with consumers and with B2B provider audiences simultaneously, and where every comment reply passes through a compliance lens. It also means running day-to-day social for Eli Lilly on X, turning clinical and scientific material into high-signal platform-native posts inside medical-legal-regulatory review.

Social is also the fastest read on an audience you will ever get. What people reply to on social tells you what belongs in the white paper.

I make hard things spread. For 23 years I have translated dense, technical, regulated material — clinical research, AI search systems, cybersecurity, data infrastructure — into posts real humans actually stop for.

02What this looks like in practice

  • OwnChannel ownership — strategy through publishing on LinkedIn, YouTube, X, Facebook, Instagram, TikTok, and Threads.
  • CalEditorial calendars & pillar systems — a planned mix, not a scramble every Monday.
  • VoiceBrand voice stewardship — documented, teachable, and held at daily cadence across every platform.
  • CommCommunity management — timely, on-brand comment and inbox response inside regulated review.
  • ListenSocial listening & reporting — Sprinklr, Talkwalker, Meltwater; insights briefed to stakeholders, not buried in decks.
  • ExecExecutive & thought-leadership social — ghostwritten posts that sound like the person, not the department.

03Selected work & results

Synchrony / CareCreditBrand social for a regulated financial product
Scope
Own day-to-day social strategy and execution across LinkedIn, YouTube, and supporting brand channels — writing, producing, and publishing platform-native content for consumer and provider audiences simultaneously.
The full loop
Strategy, content calendars, writing, producing, publishing, and community response — plus content approval workflows across brand, legal/compliance, and analytics in a Fortune 500 environment.
Measurement
A/B test formats and copy, then brief findings back so they shape the next quarter's strategy rather than sitting in a recap deck.
World VisionCross-channel social across 40+ international markets
Scope
Led cross-channel content and paid social creative strategy across Meta, TikTok, YouTube, YouTube Shorts, Threads, and LinkedIn for a global health and humanitarian brand — acquisition, retention, and donor engagement.
Voice at scale
Calibrated brand voice so the same brand sounded right in every room without flattening into a single template — and built content governance that let distributed contributors publish consistent, accurate information globally.
Result
~30% engagement lift and improved paid acquisition efficiency on priority cohorts.
Eli LillyClinical and scientific content on X, inside MLR
What
Run day-to-day social content for X, translating clinical and scientific material into high-signal, platform-native posts.
The constraint
Every post clears medical, legal, and regulatory review. There is no version of this job where you move fast by skipping the gate.
Cisco MerakiTechnical social that developers and buyers both read
What I did
Integrated, data-driven social strategy for a networking audience — sharp enough for developers, clear enough for buyers.
Result
~30% lift in social engagement and reach.
United Dwelling · GHP ManagementHousing and real estate, made human
United Dwelling
Directed brand voice and social/campaign storytelling for the LA-based ADU and proptech company reimagining backyard housing — translating housing, real-estate, and construction complexity into content homeowners acted on.
GHP Management
An 18-month engagement running Facebook for a multifamily property-management portfolio — renters, residents, and property teams.

04See it⛶ Click any image — full size

World Vision — One story, three networks, one composerFull size
World VisionOne story, three networks, one composerBuilt in Sprout Social and published across X, Facebook and Instagram at once — copy tuned per network, a first comment written to open a conversation rather than close one, alt text and SproutLink destination set before it ships.
MotionPalo Alto Networks — Nebula launch — animated socialFull size
Palo Alto NetworksNebula launch — animated socialMotion built for the feed around a platform launch: the idea, the frames and the cut, run as the social lead across 18-plus markets.
MotionPalo Alto Networks — “Last chance” — event-driven motionFull size
Palo Alto Networks“Last chance” — event-driven motionUrgency without shouting. The registration push for the Nebula live Q&A, concepted and animated in the brand system rather than bolted onto it.
MotionBlush — “A drop of Balance” — social motionSee all of it
Blush“A drop of Balance” — social motionProduct, palette and one clean idea in balance, literally. The kind of restrained, playful social work I actively want more of.
Allergan Aesthetics — A nine-tile format systemSee all of it
Allergan AestheticsA nine-tile format systemFaculty Focus, PRO tips, KEYS, Speaker Training, seasonal — repeatable layouts holding brand consistency across a regulated medical-education feed.
World Vision — Influencer & partner activation strategyFull size
World VisionInfluencer & partner activation strategyFaith leaders, Christian artists, corporate and government partners activated as a content supply chain — the slide that got the program funded.
Hello Cake — Social, ads, web and emailFull size
Hello CakeSocial, ads, web & emailThe full channel set — paid and organic social, site content and lifecycle email — written inside strict advertising limits and still funny enough to open.
Allergan Aesthetics — Social campaigns and brand managementFull size
Allergan AestheticsSocial campaigns & brand managementCross-functional creative teams for Allergan Aesthetics and Juvéderm, managed in ProofHQ under intense legal and regulatory review.
posit PBC — Carousel posts, creative content, LinkedIn designFull size
posit PBCCarousel posts, creative content, LinkedIn designDeveloper-audience social built as designed carousels rather than link drops.

05The numbers, by client

Eli Lilly

Pharma · AI search
3 propertiesThe HCP Hub, the Kisunla HCP Hub migration, and Lilly Medical — owned concurrently.
15–20Stakeholders coordinated daily across development, design, brand, medical, legal, and compliance to clear MLR.
10 principles“Content Structuring for LLMs” — the GEO/AEO framework I authored, in production on the brand.
3 congressesADA, AAN, and AAD launch pages optimized for HCP search behavior.

Cisco Meraki

Networking · B2B
9 programsEMEA and APJC lifecycle email, Government, Elections, Visionworks, Finserv Smart Spaces, C-Level Welcome Series, lead-score nurture, product trials, and NRF — run concurrently.
~30%Growth in reach and engagement through integrated, data-driven strategy.
1 answerTerminology, entity naming, and on-page SEO aligned across documentation, product UI, and marketing, so one search term resolved the same way everywhere.

World Vision

Global nonprofit
40+ marketsCross-channel content and paid social across Meta, TikTok, YouTube, Threads, and LinkedIn.
~30%Engagement lift, with improved paid acquisition efficiency on priority cohorts.
30–50%Creator-to-paid-launch time cut through briefing, rights, and cataloging systems.

Synchrony — CareCredit

Consumer finance
8 verticalsVet, dental, vision, hearing, cosmetic, dermatology, chiropractic, and wellness — each with its own paid creative economics.
Fortune 500Content approval workflows run across brand, legal/compliance, and analytics in a regulated environment.
B2C + B2BOne channel set serving cardholders and provider partners at the same time.

Allergan Aesthetics

Aesthetics · MLR
3 territories“A New Happy,” “Love Yourself More,” and “For Every Body” — developed with mood direction and a positioning statement before a single asset was made.
Claim-to-sourceBOTOX Cosmetic HCP sales aids annotated line by line to their reference — every claim mapped to a PI page, DOF, or publication.
18-tile systemAllergan Medical Institute social built as repeatable formats — PRO tips, Faculty Focus, webcast series — holding brand consistency in a regulated medical-education account.

06The AI-visibility layer

SEO · GEO · AEO · LLM citation

Where search, GEO, and LLMs enter this practice

Social is now a ranking and citation surface in its own right, and a corroboration signal for everything else a brand publishes.

  • LinkedIn and video posts surface directly in search results, so they get written with query language in them, not just brand language.
  • Consistent entity naming across social and owned content is one of the signals that helps models resolve a brand correctly.
  • Comment threads are free query research — the exact phrasing of a real question, unfiltered by a keyword tool.
  • Repurposing pushes one message architecture across surfaces, which is what corroboration looks like to a retrieval system.

07Go see the work

Social Content Strategy & PlanningPlatform-native voice, editorial calendars, and content systems across health and technology.Open ↗Social portfolio — extended boardMore social work, campaigns, and channel systems.Open ↗Full portfolioEvery discipline in one board.Open ↗
← PreviousLifecycle Email & Retention↑ All practicesThe full practiceNext →Creative Concepting & Campaign Ideas

Questions people actually ask

Written the way the question gets typed into a search bar or a chat window — and answered plainly enough to be quoted.

Who can lead organic social for a global brand under regulatory review?

Lalanii Rochelle has led global social for Palo Alto Networks across 18+ markets, managed cross-functional creative for Allergan Aesthetics and Juvéderm in ProofHQ under intense legal and regulatory review, and directed art and viral strategy for Clinique to an audience of seven million.

What does organic social look like for a developer audience?

Designed carousels rather than link drops. For posit PBC that meant thought-leadership carousels, conference identity and experiential activation built for a polyglot developer community — people who can tell instantly whether the person posting understands the tool.

How do you run social for a brand where every post needs legal approval?

Build the review path into the calendar rather than around it. Claims mapped to approved language, assets versioned in the review system, and enough concept range at the front that a rejected route does not collapse the month.

The other twelve practices

One operator, thirteen connected disciplines. Each has its own page.

Content Strategy & ArchitectureB2B Technology CopywritingSEO, GEO & AI VisibilityAI & Prompt EngineeringLifecycle Email & RetentionCreative Concepting & Campaign IdeasWeb & UX ContentUX & Product DesignVideo, Creative & ProducingPerformance & Paid SocialWeb Production & Project ManagementCommunications & Executive Storytelling

Back to the full portfolio