A strategic field guide for founders, creators, and changemakers deciding where to put their energy.
Most people don't choose an Instagram strategy. They inherit one — copying tactics from creators whose goals don't match theirs, or chasing whatever the algorithm rewarded last quarter.
The result is content that performs occasionally and clarifies nothing.
Strategy on Instagram starts before the first Reel. It starts with naming what kind of account you're actually building, because the type determines everything downstream: what you post, how you measure success, who you partner with, and what "winning" even looks like.
This is a working map of the Instagram account types I see most often, organized by strategic intent. It's meant as a reference — something to return to when the noise gets loud.
Before placement (where you show up) or continuation (how you stay), you have to know what you're building. Account type is one of the clearest framing decisions you'll make on any platform.
A few platform truths apply across every account type below. What changes is how each type uses them.
Build an audience, monetize through sponsorships and platform payouts. Reels for growth. Stories for trust. A defined niche, held with discipline.
Hired by brands to make content for their feeds — not influencer work. Your account is a portfolio: pinned posts as case studies, Reels demonstrating range. Following size doesn't matter; Reel quality does. Most growth happens in cold outreach.
Revenue from commissions on sales you drive. Reels with product hooks, Story link stickers, bio-link tools (LTK, ShopMy, Amazon Storefront).
The page is the asset, not you. Theme pages, faceless Reels, meme accounts, repost economies — often run as a portfolio of multiple pages.
Become known for something specific so the right opportunities find you. In visual industries (design, architecture, fitness, food, real estate), Instagram is your primary platform. In most others, it's secondary to LinkedIn or X.
Teach one specific skill, deeply. Carousels are the killer format — they get saved, shared, and re-surfaced for months. Reels handle discovery; carousels carry substance. Revenue from courses, coaching, digital products, books, consulting, speaking.
Build authority behind a persona. Less native to Instagram than to X, but viable for character-driven commentary or niche entertainment.
Sell products, build brand love. Reels for awareness, product tags and UGC reposts for proof, Stories for retention, DMs and email for repurchase.
Drive foot traffic and local awareness. Instagram is one of the strongest platforms for this work. Geotags, Reels with neighborhood context, partnerships with local creators, Stories for daily updates and offers.
Stay top-of-mind, build category authority. For most B2B brands, Instagram is secondary to LinkedIn. The exceptions are design-led B2B companies (Figma, Notion, Linear) whose audiences are creative.
Humanize the company, drive top-of-funnel. Building-in-public, behind-the-scenes, founder-POV Reels. Works best for B2C founders. B2B founders should generally put primary energy on LinkedIn or X.
Organize people around an idea. Shareable carousels with stats and stories. Emotional Reels. A clear ask in every post.
Become the gathering place for a specific subculture. Feature community members, run prompts and challenges, host Story Q&As, cross-niche collaborations.
Most successful accounts are hybrids. The framework still applies — you just hold two intents at once and sequence them deliberately.
Lead with one. Layer the next when the first is established.
A useful exercise: pick the type you think you're running, then look at your last twenty posts. Are they coherent with that intent? If not, one of two things is true — either the type is wrong, or the content is.
Most strategy problems on Instagram are framing problems wearing tactical clothing. Get the framing right and the tactics get a lot simpler.
Entrepreneurs, educators, & advocates driving social or cultural impact.
Change Management
Emotional Intelligence
Change-makers are the ones redefining what’s possible, redirecting the master narrative, and protecting communities.
I’m here to help you transform bold ideas into sustainable impact.
I thrive at the intersection of emotional intelligence and empathy-driven change management, helping you navigate the complexities of transformation with care and clarity.
Whatever you’re working toward, I would be honored to amplify the movement.
Artists, filmmakers, writers, & designers looking to scale their vision.
Strategy
Analytics
Marketing Yourself
…these things tend to give even the most successful creators a case of the spookies.
Let us translate your genius and back it up with data and narrative.
We’re the team you call when the creative sparks fly but the details start to weigh you down.
From capturing those behind-the-scenes moments to brainstorming bold ideas or locking in the opportunities that take you to the next level, we’ve got you covered.
Nonprofits, start-ups, mission-focused brands, & socially responsible companies.
Whether you need:
a creative partner
a strategist
an executor
all of the above
—I’m here for it.
I’ve worked with professionals at every level, from C-suites and executive directors to board members, strategists, managers, and individual contributors, making sure everyone understands their role and feels empowered to contribute to the project’s greater purpose.
Thank you for taking the time to explore my portfolio.
Every project here represents a relationship built on trust—trust from mission-driven organizations and individuals with big ideas and the courage to pursue them.
That trust is something I deeply respect.
Each campaign I’ve created, every strategy I’ve designed, and all the content I’ve crafted have been opportunities to amplify voices that matter, highlight meaningful work, and connect people through shared purpose.
For me, marketing isn’t about selling—it’s about serving. It’s about showing up with creativity, clarity, and commitment to help others bring their vision to life.
Thank you for being here. I hope my work inspires you to imagine what’s possible for your own purpose, and I look forward to the possibility of supporting your journey.
With gratitude,
Tess
What is Federated Learning?
Federated learning is an AI training approach that enhances privacy and security by keeping data localized on users’ devices instead of centralizing it in one location. This decentralized method allows models to learn from data across multiple devices or servers while only sharing insights—rather than raw data—back to a central system.
In the context of AI responsibility, federated learning minimizes data exposure, reduces the risk of breaches, and supports compliance with data protection regulations like GDPR and CCPA. It also promotes ethical AI development by preserving user control over personal information and enabling more inclusive and privacy-focused AI systems.
What is Dynamic Workload Scheduling?
Dynamic workload scheduling is an energy-efficient computing strategy that adjusts when and where AI workloads are processed based on real-time conditions, such as renewable energy availability, electricity prices, and server capacity.
In the context of sustainable AI computing, it means shifting AI training or inference tasks to times and locations where renewable energy sources (like solar and wind) are abundant to reduce carbon emissions and energy costs.
How Does Dynamic Workload Scheduling Work?
Aligning AI Training with Renewable Energy Peaks
Load Balancing Across Data Centers
Taking Advantage of Variable Electricity Pricing
AI-Optimized Scheduling Systems
Google’s Carbon-Aware Computing:
Microsoft’s Project Forge Global Scheduler:
What Is an AI Accelerator?
An AI accelerator is a specialized hardware component designed to speed up artificial intelligence (AI) and machine learning (ML) workloads more efficiently than traditional processors like CPUs (Central Processing Units) or even GPUs (Graphics Processing Units). These accelerators are optimized for parallel processing, lower energy consumption, and high-performance AI computations.
How Do AI Accelerators Work?
Unlike general-purpose CPUs, which handle a wide variety of computing tasks, AI accelerators are custom-built for specific AI operations such as:
Matrix multiplications & tensor processing (core operations in deep learning).
Neural network training & inference (faster model execution).
Optimized data flow (reducing memory bottlenecks).
These accelerators reduce the energy and time required to train AI models and process real-time AI applications, making them crucial for sustainable computing strategies.
Examples of AI Accelerators
1. Google Tensor Processing Units (TPUs)
What it is: Custom-built by Google for deep learning workloads.
Why it matters: Uses less power than GPUs while accelerating AI model training.
Example: Google’s TPUs power Google Search, Google Photos, and AI-driven healthcare research.
2. AWS Inferentia (Amazon Web Services)
What it is: A custom AI chip designed for machine learning inference (running trained AI models efficiently).
Why it matters: Uses lower power and costs less than GPUs for AI-powered applications.
Example: Powers Alexa, AWS AI services, and real-time recommendations for e-commerce.
3. NVIDIA Grace Hopper Superchip
What it is: A hybrid CPU-GPU superchip designed for high-performance AI applications.
Why it matters: Reduces energy consumption while handling massive AI models like large language models (LLMs).
Example: Used in supercomputers, autonomous vehicles, and generative AI models.
A specialized processor designed for parallel processing, originally developed for rendering graphics. GPUs have thousands of smaller cores that can process multiple tasks simultaneously, making them ideal for AI, machine learning, gaming, and high-performance computing. Unlike CPUs, GPUs are optimized for large-scale data computations, enabling faster processing of complex mathematical operations.
