Creative & Strategic Social Media Management for Global Brand Growth
Overview
Security Screening Training Campaign | S2 University / S2 Global
In building Security Screening Training Campaign, I played a key role in shaping and executing a comprehensive digital strategy for S2 University, the educational division of S2 Global.
Our mission: train international security professionals on CertScan, contraband detection methodologies, and advanced screening technologies. The content featured internal expertise from Gary Heffner and Christian Calle, with executive guidance from Melissa Odegaard.
I took creative initiative as a designer and content strategist, helping improve clarity, engagement, and consistency across branded materials.
Role
Social Media Manager, Marketing Specialist, Graphic Designer
Timeline
3 years
Skills
Adobe Creative Suite (Photoshop, InDesign, Illustrator, AfterEffects) • Figma • Hootsuite • Windows 365 • Copilot
Platforms
LinkedIn • X (Twitter) • Facebook • Instagram • YouTube • Vimeo
The Challenge
Working in a highly regulated B2G environment presented unique demands.
• Content had to maintain confidentiality, precision, and professional tone
• We needed to engage government departments and security professionals across multiple regions
• Social media content had to balance thought leadership, educational value, and promotional clarity
• Platform testing showed that LinkedIn and YouTube performed best, while others underperformed
The Goal
• Create a consistent and compelling digital presence for S2 University and S2 Global
• Drive global visibility of CertScan training and educational programs
• Support course enrollments through branded content, video, and strategic storytelling
• Position both brands as credible, authoritative voices in security screening and AI-driven detection
My Role
I contributed to the execution and visual consistency of the campaign:
• Designed and enhanced branded content templates using Illustrator, InDesign, and Figma
• Contributed to a cross-platform social media strategy targeting LinkedIn, YouTube, Vimeo, and the web
• Implemented automated scheduling and analytics tracking through Hootsuite
• Coordinated with third-party content creators to ensure delivery and quality
• Built video content pipelines and assets for YouTube and Vimeo
• Maintained a rhythm of 3 strategic, high-impact posts per week
Key Tools
• Adobe Creative Suite – visuals, motion graphics, social templates
• Figma – layout systems and visual guidelines
• Hootsuite – content planning and performance tracking
• YouTube & Vimeo – platforms for video training and content delivery
S2 Global and S2 University share a unified branding style, with subtle visual distinctions that highlight their unique identities.
Creative & Research Strategy
Element
Description
Instructor cards, event visuals, branded layouts created in Illustrator and InDesign
Data Visuals
Heatmaps and charts visualizing CertScan analytics and seizure data
GIFs & Motion
Produced in partnership with experts and published on S2University.com and YouTube
Visual Assets
Animated snippets designed for retention and engagement
Case Studies
Platform Tactics:
LinkedIn: Professional outreach, expert amplification, and thought leadership
YouTube: Training walkthroughs, instructor interviews, and educational series
Vimeo: High-res delivery for internal and client-facing assets
Website: Blog-style articles and data-driven updates for added credibility
Results & Outcomes
LinkedIn Growth:
S2 Global: 866 → 6,110 (+606%)
S2 University: 32 → 940 (+2,837%)
Impact Achieved
Helped drive global course enrollments
Supported S2 University as an authoritative voice in security education
Facilitated secure knowledge sharing between public and private sectors
Reinforced AI-powered training and CertScan-focused content
Elevated brand visibility in a competitive, regulated marketplace
Takeaway
By shaping structured branding systems, implementing visual consistency, and integrating strategic storytelling, I contributed to a campaign delivering measurable impact. My work supported S2 Global’s educational mission, sharpened content clarity, and strengthened professional engagement all while navigating a sensitive security environment.
