Reddit and Substack strategy for brands building what’s next.

I believe the brands that will survive the next decade are the ones building in community platforms.

At Reddit, I spent nearly a decade building the brand partnerships business from the ground up and through the company’s IPO. I’ve managed multi-million dollar campaigns with Fortune 500 brands—Adobe, Google, Charles Schwab, Levi’s, eBay, Visa, and Microsoft—advising on both paid and organic strategy as the platform evolved. Before Reddit, I held key roles at Twitter supporting major brand partnerships.

I’ve built and run In House, my Substack publication tracking how brands show up on these platforms, and created inhouse.directory, a dual-directory mapping brand strategy across publishing and sponsorships. This ongoing work keeps me close to how brands are actually succeeding on Substack.

What I’ve learned across both platforms informs everything: as AI saturates the internet, spaces with real human conversation are becoming the actual competitive advantage. That’s what I help brands build—real, lasting presence and influence on the platforms that matter.