Tractive: building high‑trust communities that shaped product decisions and elevated real‑world pet safety
At Tractive, I led the evolution of r/tractive from a niche subreddit into a high-intent, insight-rich community that now informs Product, CX, Marketing, and Influencer strategy. I owned Tractive’s social and community ecosystem, with Reddit as my primary strategic lever. I built systems that surfaced early signals, strengthened trust, and translated raw community behavior into actionable business intelligence.
My work spanned community intelligence, platform‑native storytelling, and cross‑functional alignment, all rooted in a simple belief: stories only resonate when you’ve taken the time to truly listen to the people you’re building them for.
This is the work I’m most proud of—not because it grew a channel, but because it changed how the company understood its audience, its product, and its unique opportunity in the pet tech industry.
Reddit is the “final boss” of social, a place where polished marketing goes to die and authenticity wins.
Flagship Initiatives
I scoped, built, and secured approval for Tractive’s first CEO‑led Q&A series — a transparency initiative designed to address “elephant in the room” topics like GPS accuracy, data privacy, battery performance, and product reliability.
I crafted Tractive’s first Reddit‑integrated influencer campaign: a 90‑day pilot designed to shift r/tractive from a reactive support queue into a high‑intent, co‑creation community.
I scoped, built, and secured approval for Tractive’s first CEO‑led Q&A series — a transparency initiative designed to address “elephant in the room” topics like GPS accuracy, data privacy, battery performance, and product reliability.
I crafted Tractive’s first Reddit‑integrated influencer campaign: a 90‑day pilot designed to shift r/tractive from a reactive support queue into a high‑intent, co‑creation community.
What I Built at Tractive: real community, real signals, real impact
A streamlined ecosystem that turned Reddit into a high‑trust intelligence engine and strengthened how the brand listens, learns, and tells stories.
Built a high‑trust Reddit community: Grew r/tractive from
70 → 341 members (+387%), increased visits +153% MoM, and established Reddit as an early‑signal hub for device performance, sentiment shifts, and product friction.
Created a scalable community insights pipeline: Designed a manual tagging + synthesis system that processed hundreds of monthly conversations, delivering weekly insights that directly informed Product, App, CX, and Social decisions.
Elevated platform‑native social performance: Increased average Reddit post views from 650 → 1.1K (+69%), with top posts reaching 2.3K+ views, while strengthening cross‑platform storytelling across TikTok, YouTube, Meta, and Reddit.
Established cross‑functional intelligence loops: Built weekly and monthly feedback systems that aligned Product, CX, Brand, and Organic Social around real‑time community signals, improving messaging accuracy and feature prioritization.
Developed Tractive’s first Reddit‑integrated growth programs: Architected the Reddit x Influencer campaign and CEO Q&A transparency initiative, projected to drive 5,000+ UTM‑tracked clicks per asset and significantly increase high‑intent community acquisition.
Strengthened influencer collaboration through community‑driven creative: Partnered closely with the US Influencer team to develop scripts, briefs, and narrative angles grounded in real community insights, ensuring creator content reflected authentic user language, high‑intent themes, and Reddit‑sourced stories.