I took the reins as social strategist and content creator for DEFY, the CBD drink brand created by NFL Hall of Famer and former Denver Bronco Terrell Davis. Partnering with Terrell and the CEO, we cooked up social strategies, built hype-filled online communities, and launched viral challenges to amp up organic reach and engagement. I also helped design in-store signs, product labels, and email content to keep the brand as fresh as the drink itself.