At the South Sydney Rabbitohs, I led the direction and quality of our creative content, working directly with the CEO to revamp our team's identity. Despite challenges like poor on-field results and Facebook algorithm changes, we increased social engagement by 10% and became the most followed Twitter team in the league. I also created and spearheaded the 'The Book of Feuds' campaign in 2018, re-igniting rivalries and generating media buzz.