Working with one of the world’s leading optics manufacturers has been a pleasure, but it meant navigating some of the strictest platform limitations in the industry. Meta is highly sensitive to firearms-adjacent content, and X deprioritizes most hunting-related posts. I was tasked with reversing platform decline and finding a strategy that could consistently break through algorithmic suppression.

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My approach centered on understanding each platform’s unique behaviors, testing content patterns, and adjusting tone, structure, and visual style to match what the algorithms rewarded.

Over the two years I managed Trijicon, net audience growth increased 118%, reversing the downward trend their channels had been experiencing. Here's the story of how I did it: "Outsmarting Algorithmic Censorship"

Through targeted content and clearer storytelling, I also helped rearticulate the value behind Trijicon’s premium optics through campaigns—focusing on durability, performance, and the long-term return that justifies their price point.