Z by HP, a high-performance workstation brand under HP, faced challenges with its digital presence because of the brand’s vast product portfolio and diverse audiences. Although well-loved by those familiar, overall brand awareness was low.

As the social AOR, The Charles Group developed a plan to boost awareness, educate decision-makers, and inspire creators. We developed a robust social strategy, community management playbook, and visual style guide for cohesive yet flexible content creation. I oversaw the creation of monthly content calendars, targeted performance marketing campaigns for SMBs, an improved strategy for engaging ambassadors and partners, and product launches.