“Who is the FN social media guy?” It's a running question on X and Meta. Most people assume it’s some buff dude who's engineering guns all day. In reality, it’s me: a 5'2", twenty-something-year-old woman with noodle arms and an obsession with smart content.

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The reason I can “sound like” the male gun enthusiast their audience expects is because I learned their products, studied their community, and built out a social brand voice rooted in authenticity. Acting and journalism taught me how to disappear into a character and communicate with clarity, and both skills ended up serving the company well.

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FN quickly became one of my favorite brands to work with—not just because they make some of the coolest firearms on the market (the PS90 has my heart), but because they’re collaborative, curious, and open to trying tactics their competitors won't. And in social media, that openness is everything.

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I took over FN America’s platforms in July 2024. Within a year and a half, our partnership and experimentation led to:

• 60% increase in impressions

• 25% increase in engagement

• 310% increase in web traffic

• 654% increase in net followers gained

Follower growth had been a long-standing challenge for the brand, and my team and I were able to surpass the benchmarks that were set.