Over a multi-year partnership, I led the reimagining of Aetna’s social presence—transforming disjointed content into a unified, human-centered strategy. Spanning both B2C and B2B audiences, we brought clarity and warmth to a category often perceived as clinical and complex.

For consumers, we tackled real-life health topics like mental wellness, sexual health, and preventive care—delivering content that felt useful, scroll-friendly, and human. The visual system embraced tactile textures, candid photography, and dimensional layering to bring approachability to every post. We also built a robust branded photography library featuring real Aetna members and healthcare professionals, bringing authenticity and heart to the brand’s role in whole-person health.

On the B2B front, I pivoted away from recycled consumer assets to a tailored LinkedIn strategy built for HR, sales, and finance decision-makers. Clean visuals, focused messaging, and channel-native thinking led to measurable results: engagement rates 24% above benchmark, 44K new followers, and 21% growth across priority audience segments.