Bryce
Kristensen

Founder & Principal · San Francisco Bay Area

Habitat for Humanity Greater San Francisco · 2023 – Present

Head of Content, Digital & Paid Media

Creative & content

• Hired to launch a campaign-driven content strategy and revive a dormant social presence; the mandate grew into full ownership of creative, organic and paid social, the Google Ad Grant, analytics and AI adoption.
• Grew organic social on a minimal paid media budget: Instagram followers up more than 7x, post saves up nearly 40x, and shares up more than 10x.
• Drove the pivot to creator-native short-form formats, now the organization's top-performing content.
• Report to and advise Habitat GSF's C-suite and executive team on social and content strategy, analytics and the roadmap, turning performance data into recommendations and a plan leadership signs off on.
• Own every Habitat GSF social platform (Instagram, Facebook, LinkedIn, YouTube, TikTok, Threads), from strategy through shooting, editing and publishing.
• Built a distinct Habitat GSF voice within the national brand and aligned executive, communications and development teams on one editorial calendar.
• Counseled leadership and program staff on authentic, creator-style production, reshaping how the organization sources and captures stories.
• Started a monthly ambassador program with local influencers (8K–100K followers), and lead the outreach, negotiation, onboarding and content direction.
• Partner with local news outlets to secure coverage of events and campaigns, adding earned reach to every campaign.
• Partner with the advocacy and policy teams to turn complex housing-policy issues into clear content for a Gen Z audience.
• Direct an in-house digital coordinator day to day across content, social and campaign execution.

Growth & performance

• Develop and run Habitat GSF's paid media strategy on Meta and Google hands-on, with no agency: build every campaign, including audience targeting, segmentation and creative, A/B test, monitor performance, and adjust as the learnings come in.
• Took the Google Ad Grant from under 5% utilization to full in five months and has held it near full since; monthly ad clicks up 7x, impressions up 13x, and key CPAs cut by more than a third.
• Created a paid Cars for Homes vehicle-donation strategy that drove a 262% increase in revenue and a 326% increase in vehicle donations.
• Grew paid channels from 5.5% to 20.5% of new site users, now the #2 source of site conversions.
• Since 2023, more than tripled Meta click-through rate and more than doubled link clicks on a minimal paid budget, cutting cost per click by nearly 40% and reaching nearly 3.5 million people.
• New site users up 48% and engaged sessions up 152% in two years; the audience, once inflated by international bot traffic, is now 93% U.S.-based.
• Volunteer shifts that once went unfilled now book three to four months out.

AI & automation

• Constantly build bespoke AI agents for brand voice, paid media, content and analytics, so a small team ships well past its headcount; everything that publishes is personally reviewed and polished first.
• Led Habitat GSF's AI visibility (AEO/GEO) program: audited how ChatGPT, Claude, Perplexity and Google AI Overviews read and cite the site, then wrote the roadmap (an FAQ hub, direct-answer page copy, NGO and FAQ schema, llms.txt, explicit AI-crawler access, lighter pages) and drive execution with marketing and the site developer; run SEO hands-on in Semrush.
• Shipped an autonomous Google Ads system (daily budget optimizer, guardrail monitor and pacing analyzer) that shifts budget and flags next moves.
• Built a weekly AI content engine that turns meeting intelligence into platform-native posts for a Threads follower-acquisition strategy; every post is personally reviewed and polished before it goes out.

Electus Energy · 2020 – 2024

• Led brand strategy, marketing and communications for a zero-emission hydrogen infrastructure startup, and partnered with the CEO on the narrative and investor materials behind a $25M Series A.
• Built every piece of external messaging from scratch, translating hydrogen and electrolysis technology into clear stories for investors, partners and the public.

Wave Sports + Entertainment · 2019 – 2020

• Helped design the video production model and cost structure behind Wave's move into video podcasting, the infrastructure that later made shows like New Heights possible.

Los Angeles · Promoted three times in five years

General Manager, NBCU Digital Lab · 2017 – 2019

• Led the programming behind NBCUniversal's $500M Snapchat partnership, building NBCU's first original digital content studio from scratch to deliver it; the Lab made NBCU the biggest producer of shows on the platform.
• Owned an $11M P&L and oversaw programming on every social platform: 500 episodes a year across Snapchat, Instagram, Facebook and emerging platforms.
• Built and led a 75-person team of staff and freelancers, including the social media teams, translating E!, Bravo, Oxygen and NBC News IP into platform-native formats.
• Worked directly with the heads of E!, Bravo, Oxygen and NBC News and with NBCU's C-suite to set each network's platform strategy and roadmap, presenting performance analytics and recommendations to senior leadership.
• Designed a centralized studio model serving every NBCU network; Digiday noted the same output would otherwise take roughly 100 dedicated staff.
• Served as Snapchat's main point of contact for every integration: negotiated and structured partnerships with brands, media companies, agencies and creators, then ran execution with each partner across E! and the Digital Lab.
• Turned a profit on Snapchat Discover while most publishers were canceling shows; The Rundown cleared $1M in its first year.
• Led short-form Snapchat production for NBC Sports' 2018 Winter Olympics, part of an offering that generated tens of millions for NBCU.
• Won the 2019 Digiday Video Award for Best Snapchat Discover Publisher; the Lab created 15 original shows across Snapchat, Twitter and YouTube.
• See the shows, the numbers and the press: The Shows.

VP, Digital Productions & Development, E! News · 2015 – 2019

• Developed the social strategy that helped grow E! News' combined followers from 6.4M to 35M: Instagram from under 1M to 15M+, Facebook from 3.5M to 13M.
• Launched The Rundown, one of the first original shows on Snapchat Discover. Viewership grew 82% in four months, with 75% of the audience returning weekly; it peaked at 8M viewers an episode and earned $3–4M a year at its height.
• Executive produced Face Forward: NBCUniversal's most-watched Snapchat episode ever (12M+ unique viewers), 2.14M subscribers, and the most time viewed per episode of any NBCU show; Shorty Gold Honor, Webby People's Voice. Abercrombie & Fitch's launch-partner integration drove an estimated 40,000 store visits and lifted purchase intent 4.5%.
• Led a team of roughly 15 social media staff and 40 video production staff, managing E! News on every major social platform and repositioning it from TV companion to a standalone entertainment-news brand.
• Reached 25M+ monthly video views in 2016, on par with People and ahead of TMZ.
• That loyalty spawned a Golden Globes special that drew 1M viewers and an awards franchise, creating more advertiser packages during the most important programming season.
• Designed and launched E!'s red carpet influencer program, embedding multi-million-follower millennial and Gen Z personalities into live awards coverage as on-site storytellers. A single creator's Golden Globes activation drove 180K+ likes and 6,500+ comments in one night.
• Built the distributed platform strategy behind award-winning experiences on Facebook Live, Instagram Stories, Twitter Live and Snapchat Discover, and built out E! News' distributed network on YouTube.
• Helped drive a $50M revenue stream across TV, digital and live events: built and pitched ad sales packages with NBCU's sales team for every digital integration, then managed each brand and its agency through execution, including AT&T, Abercrombie & Fitch, Ulta Beauty, Aquafina, L'Oréal and Unilever.
• Managed E! News' external agency relationships for paid media campaigns and kept that role in the Digital Lab: selected the agencies and worked with them on strategy development and execution.
• Partnered with E! and NBCU's top executives on digital strategy, bringing the analytics and recommendations that shaped the E! News roadmap across TV, digital and live events.

Director of Social Media, E! Entertainment · 2014 – 2015

• Owned social strategy across E!, E! News and Live From the Red Carpet, leading a team of six across 90 accounts.
• Founded E!'s original social video operation, the production model later scaled to 150 videos a month.

E! Entertainment, Manager, E! News Digital (2010–2013): content, social communities and websites for The Soup, Chelsea Lately and Keeping Up with the Kardashians · Sezmi, Manager, Content Acquisitions (2009–2010) · CBS Interactive, Executive Producer, Innertube (2005–2008)