Crystal led a comprehensive audit of Amazon Music's social media channels, establishing clear benchmarks to measure success. One key insight was that content featuring artists looking directly at the camera drove higher engagement. Additionally, Crystal identified a significant gap in social listening; negative sentiment was rising due to a recent app change, which generated high engagement but with poor sentiment. By bringing this feedback to the product team, Crystal helped address the issue and improve user experience. Using a tagging system in Sprinklr, Crystal's team uncovered which artists performed better on social media, enabling them to optimize content. They also expanded the New Music Roundups from exclusively covering pop to include K-pop, catering to a broader audience. As a result of these strategic changes, Amazon Music saw a 326% year-over-year increase in engagement and a 183% increase in post impressions.

At SHEIN, Crystal was tasked with enhancing the social media presence of ROMWE, a subsidiary brand known for its trendy and affordable fashion. To achieve this, she embarked on a project to explore different content pillars that would resonate with ROMWE's young, fashion-forward audience. Through in-depth testing and audience analysis, Crystal's team discovered a strong interest in ASMR (Autonomous Sensory Meridian Response) content among ROMWE's followers. Recognizing this as a unique opportunity, Crystal integrated ASMR-themed content into ROMWE's social media strategy. Crystal collaborated with content creators who specialized in ASMR to showcase ROMWE's products, producing videos that highlighted the soothing sounds of fabric textures, packaging, and unboxing experiences. This sensory-driven content quickly became a hit with ROMWE's audience. As a result of these strategic efforts, ROMWE experienced a 62.6% increase in engagement performance on Instagram and a 242% surge in engagement on TikTok within just two months. By aligning the content strategy with audience preferences, Crystal effectively elevated ROMWE's social media presence and deepened its relationship with its followers.