Kylie Ridge · Social Media & Digital Marketing Strategist · San Diego, CA

Make them stop scrolling. Then make them follow.

I'm Kylie Ridge, a multi-brand social strategist who turns short-form video, paid social, and email into real pipeline. For three consumer health brands, organic social now drives up to 80% of new applications.

See the case studies Get in touch
TikTok & ReelsMeta AdsLifecycle emailMulti-brand calendars
note to selfmake them stop scrolling. then make them want to follow. xx

Selected results

Views are nice. Leads are better.

Content that performs in the feed and shows up in the funnel. These numbers come from three fertility and reproductive-health brands with long, high-trust decision cycles.

5.2M
views on a single TikTok, with several others above 1M each
900+
qualified donor leads and 2,000 followers from one campaign, in under 30 days
80%
of donor applications driven by organic social at the flagship brand
45%
of surrogate applications attributed to social
57%
year-over-year growth on the flagship TikTok account
178%
year-over-year increase in social media inquiries at Gen 5 Fertility

Brands I've worked with

Four brands. Four very different voices.

Each audience gets its own tone, platform mix, and conversion path. I run calendars across five platforms and three brands at once.

YourEggs

Egg donation · @youreggs_

80% of donor leads come from organic social. I manage accounts reaching 130K+ followers with relatable, high-performing content that builds trust and drives donor applications. Static graphics, carousels, and caption writing included.

5.2Mviews, top video
2.7Mviews
1.8Mviews

Gen 5 Fertility

Fertility clinic · @gen5fertility

I run social strategy and content across TikTok, Instagram, Facebook, YouTube, and LinkedIn, and grew TikTok followers 57% through personality-led content and performance-driven creative.

+178%YoY social inquiries
324K+paid social views
38K+organic views

Great Beginnings

Surrogacy agency · @greatbeginningssurrogacy

45% of surrogate leads come from social. I turn relatable pregnancy content into a lead-generation tool, using storytelling and education to build trust with a highly niche audience.

2.1Mviews on Instagram
45%of surrogate leads

Maya's Cookies

Bakery · @mayascookiessandiego

A small Black-owned, woman-owned bakery in San Diego. I ran content across Instagram, TikTok, and Pinterest, shot product photography, secured creator partnerships, and built email campaigns that increased online sales.

50K+followers
A/Btested email campaigns

Case studies

How the numbers actually happened.

The goal, the work, the result, and what I'd change next time. That last part matters most to me.

5.2Mviews from one short-form video
GoalCreate a short-form video that breaks through the feed, reaches a broad audience, and builds awareness fast.

What I did

  • Found a timely hook that matched audience interests and the platform's native style
  • Shaped the concept around fast pacing, a clear payoff, and shareability
  • Optimized the opening seconds to stop the scroll
  • Used concise copy and strong visual rhythm to encourage replays and shares

What happened

  • The TikTok reached 5.2M views
  • A major awareness spike that expanded reach well beyond the existing audience
  • Validated short-form video as a growth channel

What I'd do differently

  • Build a follow-up content sequence before launch to capture momentum faster
  • Add clearer conversion paths from the viral post into owned channels
  • Test multiple hooks earlier to make the result more repeatable
900+donor leads and 1.8M views
GoalDrive qualified donor leads with an attention-grabbing TikTok that moves viewers from awareness into action.

What I did

  • Used social listening to identify trends and audience interests
  • Built the concept around a trending audio and a relatable hook
  • Edited a fast-paced video optimized for retention and engagement
  • Wrote clear messaging that invited donor inquiries

What happened

  • 900+ donor leads and 1.8M views
  • 2,000 new followers in under 30 days
  • The framework was reused across 4 later campaigns

What I'd do differently

  • Test multiple hooks before launch
  • Segment leads earlier for more personal follow-up
  • Strengthen the post-lead nurture sequence
+57%TikTok growth in 12 months
GoalGrow audience and engagement with a more audience-focused social strategy.

What I did

  • Set a more intentional, consistent posting cadence
  • Researched the fertility community's common questions and engagement trends
  • Mixed educational, trend-based, and behind-the-scenes posts featuring the team
  • Humanized the brand while keeping content useful and shareable

What happened

  • The account grew 57%
  • Higher visibility led to new audience discovery and influencer partnership opportunities
  • Stronger audience connection through educational, community-driven content

What I'd do differently

  • Test content pillars earlier to find top themes faster
  • Expand community engagement to deepen relationships
  • Formalize a content playbook for future growth
30–90day decision cycles, nurtured by email
GoalIncrease conversion by nurturing intended-parent leads through automated email.

What I did

  • Built automated workflows for intended-parent lead nurturing
  • Created segmented sequences with donor highlights, educational YouTube content, and inquiry CTAs
  • Structured messaging by funnel stage: awareness, education, trust, conversion
  • Aligned email with social and video for one consistent experience

What happened

  • A more structured intended-parent journey
  • Higher engagement with educational, trust-building content
  • Stronger progression toward inquiry and consultation

What I'd do differently

  • A/B test subject lines and CTAs earlier
  • Segment by user behavior and engagement level
  • Add behavioral triggers from website and social activity

Spec campaign · Fashion retail

AS IS: a spec social content campaign for Aritzia

A content campaign proposal for Aritzia. The brand already has a strong, aspirational visual identity. AS IS keeps that elevated look and adds what social rewards: personality, spontaneity, and real-life moments. Fashion doesn't have to look perfect to feel elevated.

Self-initiated spec work to show creative direction. Not commissioned by or affiliated with Aritzia.

Photography

Candid and editorial, slightly imperfect. Flash, movement, mirror shots, street style, close-ups, unexpected framing.

Editing

Natural skin texture, subtle grain, motion blur, occasional flash. No heavy filters or over-retouching.

Type

Minimal sans-serif in Helvetica Neue. Clean, understated, spacious.

Tone

Effortless, cool, self-aware, confident. Never overly polished.

Pillar 1

As Is

Real-life styling: candid outfits, mirror selfies, coffee runs, errands, getting dressed.

Pillar 2

The Edit

Outfit formulas, trend interpretation, seasonal edits.

Pillar 3

The Community

UGC, creator styling, customer outfits, street style, "how she wears it."

Pillar 4

The Culture

TikTok trends, fashion conversations, and memes that fit the brand naturally.

One piece, three plans9–5 → weekend → dinner
As Is IRLa campaign piece, shown in real life
What's in her cartthe pieces you're considering
The 5-minute outfitfast styling for a specific situation
Worn as isreal customers wear the same piece

Experience

Where I've done the work.

From intern to running social for a three-brand portfolio, with sales, partners, and paid media in the mix.

2024 – Present

Social Media & Digital Marketing Specialist

Gen 5 Fertility · Great Beginnings Surrogacy · YourEggs
  • Lead social and content strategy for 3 brands across TikTok, Instagram, Facebook, LinkedIn, and Pinterest
  • Plan, run, and optimize Meta ad campaigns, improving CAC and ROAS through systematic creative testing
  • Build email drips and lifecycle workflows for 30–90 day consideration cycles
  • Partner with sales on conversion assets and coordinate clinic partnerships, events, and activations
May – Aug 2024

Social Media / Marketing Coordinator

Maya's Cookies · San Diego
  • Ran cross-platform content on Instagram, TikTok, and Pinterest, from shoot to publish
  • Increased online sales with segmented, A/B-tested email campaigns
  • Secured influencer and creator partnerships
Feb – Aug 2022

Social Media & Content Intern

IMP-SF · Remote
  • Managed social accounts and created short-form video and graphics
  • Edited podcast episodes, supported SEO fixes, and compiled monthly performance reports

About

I make content people actually want to watch and share, and I build it so the results show up in the numbers.

I love short-form video, building engaged communities, and finding ways for brands to show personality while still hitting their goals. My favorite briefs sit where creative and performance meet: a hook that stops the scroll, a funnel that catches the people it reaches.

Community management is my chance to show personality. I match the tone, lean into friendly banter, and give people a reason to keep the conversation going.

Content strategyShort-form videoPaid & organic socialEmail & automationCopywritingCommunity managementCreative directionBrand identityGraphic designAnalytics & attribution
2024
B.S., Television, Film & New MediaMinor in Digital & Social Media Studies · San Diego State University

Quick answers

For recruiters, in a hurry.

The short version of everything above.

Who is Kylie Ridge?

Kylie Ridge is a social media and digital marketing strategist based in San Diego, California. She has 3+ years of experience in short-form video, paid social, and email marketing, and currently leads social and content strategy for a portfolio of three fertility and reproductive-health brands: Gen 5 Fertility, Great Beginnings Surrogacy, and YourEggs.

What results has she delivered?

A single TikTok with 5.2M+ views; 900+ qualified donor leads and 2,000 new followers from one campaign in under 30 days; 80% of donor applications and about 45% of surrogate applications driven by organic social; 57% year-over-year TikTok growth; and a 178% year-over-year increase in social media inquiries at Gen 5 Fertility.

What roles is she looking for?

Social media, content marketing, and growth marketing roles where creative work and measurable results both count. She is open to remote, hybrid, or on-site roles in San Diego.

Which platforms and tools does she use?

Platforms: TikTok, Instagram, Facebook, LinkedIn, Pinterest, and YouTube. Tools: Meta Ads Manager, TikTok Ads Manager, Klaviyo, Mailchimp, Keap, Zoho, Hootsuite, Later, Asana, Airtable, Canva, CapCut, Adobe Photoshop, Adobe Premiere Pro, Final Cut Pro, and ChatGPT.

What is her education?

A Bachelor of Science in Television, Film and New Media, with a minor in Digital and Social Media Studies, from San Diego State University (2024).

How do I contact her?

Email kylieridge00@gmail.com.

Open to new roles

Let's make something people share.

I'm looking for social media, content, and growth marketing roles where creative and results both count. Remote, hybrid, or in San Diego.

kylieridge00@gmail.com
San Diego, California
Kylie Ridge, social media and digital marketing strategist, smiling with arms crossed under a sunlit colonnade in San Diego
kylie, irl. say hi!