Better Call Saul
It was a Albuquerquean dream come true to join the team for the final two seasons of Better Call Saul, Vince Gilligan and Peter Gould's Emmy-nominated prequel to Breaking Bad.
24M
Social engagements
#1
Organic Social Conversation (Drama)
2.7M
Finale Linear Viewers
53
Emmy Nominations
Catch-up Content Takes the Reins
Any later season of a narrative-rich drama can be tough to package for new viewers—especially one this layered—but we leaned in.
I led the Season Five social strategy, setting the overall approach across platforms (tone of voice, channel roles, content calendar, and copy), and I ran day-to-day audience engagement across the combined Better Call Saul + Breaking Bad social footprint.
Partnering closely with our award-winning social creative team, we produced 50+ pieces of content designed to meet international Breaking Bad fans where they were—and give them a clear on-ramp to their next fix.
Breaking Through Stiff Awards Competition
This dramatic powerhouse earned 53 Emmy nominations but never took home a win—six years of “snub” headlines in a row meant we needed social to carry real weight during awards season.
For Season Five, I partnered closely with PR and Creative to shape and deliver a social-first awards strategy, including an “Actors-on-Actors” style endorsement campaign. I helped concept, plan, and execute the rollout—securing and spotlighting cultural nods like Stephen King and Barack Obama to amplify the conversation and keep BCS top of mind with fans and voters alike.
