Hi, I’m Caleb-Michael.
I build digital teams that grow audiences and revenue.
digital teams | communications plans | advocacy campaigns | live commerce shows
I set the strategy, hire the people, and manage the budgets. For ten years I’ve done that for a national labor federation, a global communications agency, a policy think tank, and a live commerce business I scaled to $1M a month.
Open to
Chief of Staff
VP of Communications
Digital leadership
Based in Los Angeles. Open to relocating to
- Kansas City
- New York City
- Chicago
- Washington, DC
$1M
Monthly TikTok Shop revenue reached by expanding live shopping at Reunited Luxury
325K
Followers added across Twitter, Facebook, and Instagram at the AFL-CIO
$1.5M
Media plan managed across paid social, audience networks, and direct placements at NextGen Climate
150+
Video scripts written, produced, and edited for the AFL-CIO’s digital channels
What I do
1
Digital strategy
Directed New America’s website redesign and Wagtail-to-WordPress migration strategy, owned the digital product roadmap across web properties, and led Google Analytics 4 strategy and reporting.
2
Communications and campaigns
Advised clients on multimillion-dollar public education and advocacy campaigns at BCW Global, and led paid media, social, and video programs at the AFL-CIO.
3
Operations and team leadership
Presented multimillion-dollar budget and staffing recommendations to senior leadership, built a live commerce team from hiring through show workflows, and direct cross-functional operations day to day.
Where I’ve done it
Vice President, E-Commerce / TikTok Shop
ESG Luxury dba Reunited Luxury
- Scaled TikTok Shop to $1M in monthly revenue by expanding live shopping, planning promotions, and refining product merchandising and audience engagement.
- Lead e-commerce and social commerce across TikTok Shop, Shopify, and Whatnot, overseeing marketplace optimization, digital merchandising, promotions, and performance analytics.
- Built the live commerce team, hired and trained hosts and moderators, and established show workflows for production quality, conversion, and customer experience.
- Launched a CRM program and Reunited Rewards, replacing blanket discounts with account-based incentives designed to drive repeat purchases.
Director of Digital Strategy
New America
- Directed the website redesign and Wagtail-to-WordPress migration strategy, managing the development agency, internal project teams, and an advisory committee representing policy programs.
- Owned the digital product roadmap across web properties, digital brand, and publishing features, translating program and development needs into priorities for internal teams and vendors.
- Expanded interactive data visualization for policy research and managed staff across web support, data visualization, and analytics.
- Presented multimillion-dollar budget and staffing recommendations to the VP of Content and Communications after assessing digital systems and capacity.
Vice President, Corporate Affairs (Digital Campaigns)
BCW Global (now: Burson)
- Advised clients on multimillion-dollar public education and advocacy campaigns, leading paid media planning and organic content strategy.
- Built integrated traditional and digital media plans with analytics teams to refine audience targeting and evaluate KPIs and ROI.
- Drafted agency-wide guidance on AI use in campaigns and coordinated implementation across practices.
Deputy Digital Director
AFL-CIO
- Added 325,000 followers across Twitter (105,000), Facebook (200,000), and Instagram (20,000).
- Launched the AFL-CIO’s TikTok channel, grew it to 20,000 followers, and directed its content strategy.
- Led paid digital media strategy and managed multiple six-figure annual budgets.
- Built digital training programs for state federations and central labor councils, supervised digital staff, and reported program progress to the Communications Director.
Digital Content and Community Manager
Purpose PBC
- Owned the editorial calendar and produced digital content tied to cultural moments and campaign priorities.
- Developed participatory campaigns for corporate and nonprofit clients and facilitated workshops on content strategy and social media.
Digital Director
NextGen Climate
- Led in-state digital strategy for a national non-candidate organizing program spanning 300+ college campuses.
- Managed a $1.5M media plan across paid social, audience networks, and direct placements.
- Quadrupled the social audience from 5,000 to 20,000, grew the email list by 27%, and led production of more than 190 original video assets.
- Onboarded and trained 20+ staff, helped recruit and hire candidates, and coached team members on performance.
Credentials
Education
University of Missouri–Kansas City
B.A., Communications and Political Science, May 2014
Certifications
- Meta Blueprint (2026)
Certified Media Buying, Media Planning, and Marketing Science Professional - Google
Google Ads Search, Display, and Measurement; Google Analytics - Adobe
Adobe Certified Expert, May 2025
Tools
- WordPress
- Wagtail
- Google Analytics 4
- Shopify
- TikTok Shop
- Salesforce
- Action Network
- EveryAction
- Microsoft Office
Hiring a chief of staff, communications lead, or digital lead? Let’s talk.
Los Angeles, CA. Open to relocating to Kansas City, New York City, Chicago, or Washington, DC.