Social media strategist and content producer with 15+ years building audiences from scratch, producing live content at scale, and turning brand stories into communities people actually want to be part of.
Camping World already has the market position, the product depth, and the customer base. What social can do is make the brand feel like the home base of outdoor culture, not just a retailer.
That means content that travels with your customers, not content that waits for them to come back to the store. It means showing up where the planning happens, where the dreaming happens, and where the community gathers, being genuinely useful and genuinely interesting in all three places.
A recurring content series starring real customers on real trips, gear and all. Not polished brand content. Documented reality. Customer submits their setup, destination, and debrief. We produce a short-form vertical cut for TikTok and Reels plus a longer story for YouTube. The brand becomes the through line, not the focus. Run it with a dedicated hashtag, build a UGC flywheel, and use it to source your most credible creator partnerships over time.
UGC + Organic ReachA monthly live programming block: part gear drop, part Q&A, part campfire hang. Hosted with a consistent personality (internal talent, brand ambassador, or me). Built on a real show structure with segments, guests, and recurring bits, not just "going live." I've produced 1,000+ live events; I know what makes live feel like an event versus an afterthought. Live is where Camping World can own a moment no competitor is claiming.
Live ContentA dedicated content track for the first-time RVer and weekend warrior just discovering this lifestyle. This audience skews younger, researches heavily on TikTok and YouTube, and makes their first major gear purchase based on trust, not price. Own that trust-building moment with a serialized content arc: what to buy first, how to pack it, where to go, what you'll wish you knew. This isn't SEO content. It's a relationship that converts and retains.
Growth FunnelHook-first, trend-aware, customer-starring. 2-second hook rule. Duets and stitches with real users. "Should I buy this?" style reviews that rank organically.
Reels for reach, carousels for saves. Stories as the daily feed. Broadcast channel for deal drops and launch alerts. DMs as a real customer touchpoint.
Long-form trip content, gear deep-dives, and evergreen how-tos that rank in search. The destination for customers who want to go deep before they spend big.
Trip planning boards, seasonal gear guides, and setup inspiration that ranks in search and shows up at the moment someone is deciding what to buy and where to go.
Groups strategy for the loyal, experienced RV customer base. This audience is vocal, knowledgeable, and brand-influential. Activate them, don't just broadcast at them.
15+ years of real output: live shows, virtual events, 100k+ monthly readers, brand campaigns, and creative teams. Here's the record.
BEANS was a multi-platform live show I created, hosted, and produced end-to-end, covering emerging technology culture and the communities building it. I handled everything from concept and production to talent booking, platform strategy, and the moment-to-moment hosting that made it feel live, not scripted. The show gained real traction along the way, including a standout broadcast during a token launch that drew 10,000+ concurrent viewers and sparked organic UGC across platforms.
Produced over 1,000 live virtual events for 150+ artists, coordinating experiences that were accessible to anyone with an internet connection. Platform management, scheduling, and artist relationships at scale, across time zones and under pressure.
Built a travel and lifestyle blog to 100,000+ monthly readers, organic, zero paid acquisition. Editorial strategy, consistent voice, and SEO discipline. Proof that audiences are earned, not bought.
Ran a personal travel and lifestyle Instagram, grew an engaged outdoor adventure community, and worked with dozens of brands on paid partnerships, including Kia and Eagle Creek. Real deliverables, real relationships, real results.
Managed W2 direct reports and a contractor network, from hiring and onboarding to creative direction, feedback, and performance. I know the difference between managing output and developing people.
For what it's worth: I grew up taking family RV vacations, I've spent years planning a van build, and I ran @travelingteenybug long enough to know that outdoor travel content lives or dies on authenticity. This audience isn't abstract to me. The product and the lifestyle are genuinely familiar, which makes the strategy more instinct than research.
Shelley VanWitzenburg