Soul Cycle
Services
Leadership Advisory
Year
2025
In early 2025, I was brought in by The 21 Agency - Equinox’s U.S. partner agency overseeing influencer strategy - to consult on the broader evolution of SoulCycle’s social media presence.
My role was dual in nature: to evaluate SoulCycle’s existing digital content through the lens of performance and brand alignment, and to support the business in shaping a more robust internal social media function capable of executing against future ambition.
The Scope
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Comprehensive Social Media Audit
Drawing on several years of historic performance data, I delivered a detailed analysis of SoulCycle’s channels, evaluating everything from audience engagement patterns to content cadence and brand coherence. The audit identified both immediate opportunities and long-term structural shifts needed to elevate their digital presence across platforms.
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Strategic Framework & Business Case
Building on the audit insights, I authored a full strategic roadmap designed to guide SoulCycle’s next chapter on social. This included platform recommendations, creative guidelines, campaign pacing, and tone-of-voice refinements—alongside a formal business case presented to the C-suite to advocate for the internal expansion of their social media function.
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Team Architecture & Hiring Support
Following the endorsement of the strategy, I partnered with SoulCycle’s HR team to draft new roles and responsibilities across the function. I directly supported the recruitment and interview process for the newly established Director of Social Media role and laid the groundwork for the team structure that will sit beneath them.
The Highlights
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Presented and defended a new social media strategy and hiring roadmap to the SoulCycle executive team.
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Led the development of three new role definitions across the social media function.
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Supported the successful hire of SoulCycle’s new Director of Social Media.
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Delivered a full strategic vision that is now being implemented by the internal team.
The Feedback
“When we needed to make the case for Social Media transformation to one of our global clients, we turned to Carolina. She quickly immersed herself in the client’s business, competitive landscape, and brand ecosystem, then delivered a comprehensive strategic and organizational roadmap.
Carolina joined us to brief the CEO - who was as impressed by her clarity, expertise, and incisive thinking as we were. In fact, she went on to help screen and recruit candidates for the new Social Media roles her strategy had outlined. We look forward to working with Carolina again and would recommend her to anyone in need of a senior, seasoned operator.”
Joshua Klein, Growth Marketing Director
