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Hi, I'm Frank.

With 12+ years of experience specializing in full-funnel organic social strategy, I bridge the gap between brand creative and business metrics to build highly engaged, converting online ecosystems.

Strategic Content Systems

I design organic content frameworks that utilize employee-driven content, authentic storytelling, and community engagement to humanize brands and convert casual followers into active advocates.​

Data-Driven Growth

I translate complex social data into actionable business insights. By tracking the full organic user journey, I continually optimize creative execution to ensure a measurable, sustained return on investment.

Leadership and Operational Scaling

Guided by the core principles of servant leadership, I align creative and analytical team strengths with broader business objectives to build, manage, and scale efficient, high-performing social teams.

Cross-Vertical Execution

Whether navigating the strict regulatory demands of financial services, securing brand identity through rigorous intellectual property management, or matching the real-time pace of sports, I adapt my strategy to deliver consistent results. My extensive experience spans major domestic and global brands across sports, fashion, technology, financial services, and e-commerce.

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From Tweets to a Career.

For 12+ years, I have specialized in organic social media marketing, a journey that began with a simple entrepreneurial spark. I co-founded "I Live For Football", a Twitter account that exploded to 10,000 followers in its first month alone. We eventually scaled the account to 130,000+ followers, outpacing many established brands at the time, and attracting companies eager to advertise within the community we had built.

Determined to turn this early, grassroots success into an in-house career, I studied marketing at the University of Wisconsin-Milwaukee. Shortly after arriving on campus, I approached the athletic department with a pitch: if I could grow a Twitter account to 130,000+ followers, imagine what I could do for a Division I athletic program. The Director of Marketing at the time, Leah Thyne, hired me on the spot. I will always be deeply grateful that she took that initial chance on me, allowing me to build, shape, and lead their student-run social media and creative team.

While the fast-paced world of sports social media was incredible, business school taught me that a diversified background is essential for long-term success. I dedicated my summers to interning outside of the sports industry, eager to learn from top social media professionals across different verticals. This included roles at the clothing brand Vineyard Vines, and the tech giant Lenovo. I also served as the president of the Collegiate Entrepreneurs' Organization at my university. My leadership in both the athletic department and the student org was formally recognized when I was proudly named the university's Rising Star.

After graduating magna cum laude, I refined my digital strategy through roles at Camping World, the Miami Dolphins, Tala, WebstaurantStore, Jenius Bank (SMBC), and Corpay. To complement this hands-on experience, I earned my Master of Business Administration from Western Governors University, receiving an excellence award for management communication.

Today, I bring this unique blend of entrepreneurial spirit, cross-industry expertise, and advanced business acumen to every project. Whether I am scaling a community from the ground up, navigating complex campaigns, or simply learning something new, I approach the ever-evolving digital landscape with the exact same drive I had on day one.

Livin' the dream. 🙌

Here are some of the brands I've had the pleasure of working for:

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All logos and creative assets are the property of their respective owners. Their inclusion here does not imply endorsement of my services by these companies; they are used to represent my professional work history.

The Geometry of a Turnaround

Michael Jordan famously said that he failed over and over again in his life, and that is why he succeeded.

Growing up, the classroom felt like a game where everyone else knew the rules. While my friends and family breezed through core subjects, things simply would not click for me. I struggled academically in almost every grade, a trend that continued quietly, relentlessly, and frustratingly through my sophomore year of high school. During the spring of that year, my guidance counselor sat me down and suggested that college might not be the right path. She advised me to consider alternative options.​ In my house, however, alternative options did not exist. My parents constantly reminded my siblings and I that college was the ultimate goal. Every sacrifice they made was designed to give us a chance at a better, easier, and more secure life than they had.​ As the summer before my junior year approached, my counselor reiterated her concerns. She called my mom to report that I had failed geometry, and she recommended I enroll in summer school to retake the course. When my mom hung up the phone, she turned to me. I will never forget the long, hard stare she gave me. She did not yell. Instead, she bluntly stated that she knew I was capable of so much more than a failing grade. It was the first time in a long time that someone had looked past my struggles and reminded me of my potential. From that day forward, I vowed to her, and to myself, that I would make a change and take ownership of my education.

The first step was putting football on the back burner. While I was never the star athlete, I had invested significant time, sweat, and heart into the sport, starting every game from fifth grade through my sophomore year. The stakes were uniquely high heading into my junior year because my high school allowed summer grades to replace failed ones. Instead of sweating through summer workouts with my teammates, I enrolled in summer school to tackle geometry. I made it my singular mission to work as hard as humanly possible.​ In that sweltering classroom, I discovered the quiet power of repetition. I completed the same types of problems over and over to understand the process, the mechanics behind the formulas, and the core fundamentals. I asked questions until every concept clicked. I still remember the pride when I earned an A on the first quiz, then the next, and the next. With every passing week, I gained confidence. I proved to myself that I could actually do the work. It simply took dedication, a willingness to speak up, and the humility to ask for help. Walking out of that room on the last day, I smiled from ear to ear as I saw my final grade was an A. My mom was right. I was so much better than that F, and I knew I was not going to stop there.​ Missing summer training likely contributed to costing me a starting spot on varsity, but I fully embraced my new role on the scout team. I was still around my friends, I still felt the electric atmosphere of those Friday night lights, and I still loved the game. More importantly, this shift brought my future into crystal-clear focus. By making academics my absolute priority, I earned straight A’s and B’s throughout my junior and senior years.

This total turnaround led to my acceptance into the business program at the University of Wisconsin-Milwaukee. I built on that momentum in college, eventually earning an A in calculus, a subject I once believed was entirely beyond my reach. I learned the vital importance of knowing your numbers in business, applying those very lessons to the professional digital marketing, brand management, and social media work I handled outside the classroom. Through sheer dedication, countless hours of studying, and frequent meetings with professors during office hours, I became the first person in my family to graduate from college early, doing so magna cum laude.​ After a few years in the workforce, I returned to school at Western Governors University for my MBA, eventually earning an excellence award, and becoming the first person in my family to earn a master’s degree. I know exactly what failure feels like. That is precisely why I refuse to accept it as a final result. Today, I approach every challenge with the exact mindset I discovered in a hot summer classroom years ago: learn the fundamentals, ask the hard questions, and work relentlessly until the job is done right.

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Bachelor of Business Administration, Marketing
Magna Cum Laude | Rising Star Award

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Master of Business Administration
Management Communications Excellence Award

What industries do you specialize in?

I truly consider myself a swiss army knife when it comes to social media and have worked in many B2B and B2C industries thus far, including sports, fashion, tech, fintech, banking, and ecommerce. I believe this cross-industry experience truly sets me apart as I have seen what works and what doesn’t from many different angles, as well as acquired a very helpful rolodex of resources to help support and problem solve if need be.
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The Pitch That Became a Dream Team. 🚀

From a simple initial pitch to four years of sustained growth, it was a true honor to lead a pioneering, student-led Division I social media and creative team.

I am incredibly proud to share this moment, photographed on the left, from one of my final events as the social media lead for Milwaukee Athletics. After a tremendous amount of hard work, we were able to achieve our main goal: proving the value of social media by telling the department’s story in an organic and engaging way.

I want to give a massive shout-out to the founding team who made it all possible. Thank you to Adam, Ashley, Leah, Jonah, Billy, Tommy, and Jenn for your dedication and for bringing this vision to life.

Kevin Edwards

Associate Producer at Rocket Money

"Frank is one of the most talented and capable employees I have had the pleasure of working alongside in my career. His passion and aptitude for social media strategy, along with his ability to juggle multiple roles, consistently elevate the brands he's involved with. Any company would be lucky to have him."

Taylor Wilson

Sr. Manager, Social Media Content & Brand Engagement at Lenovo

"Frank is a unique talent who helped lay the groundwork for our TikTok launch at Lenovo. His proactive approach and knowledge of social media marketing continue to impress me years after our initial collaboration."

Leah Thyne

Associate AD of External Operations at Portland State Athletics

"Frank completely revamped our athletic department's social media efforts, launching and leading a Creative Team that he built from the ground up. His vision and leadership are unparalleled."

Kevin Comstock

Director of Brand and Content at CubeSmart

"Frank's expertise as a manager of organic social is truly unmatched. Frank not only helped build and lead a high-performing team, but also fostered a culture of creativity and collaboration that drove exceptional results."

Jonah Jamroz

Videographer at 1st Phorm

"Frank has been a pioneer in the social media space, developing strategies that continually add value. His understanding of branding and social media trends makes him an asset to any organization."

Josh Lane

Senior Producer at Rocket Money

"Frank is a professional with a fresh perspective on social media and digital content strategy. His expertise, rooted in analytics and creativity, ensures impactful results."

Barbie Jabri 

VP of Paid Media at Jenius Bank

"Frank has a rare ability to not only analyze performance, but to provide the context that turns numbers into meaningful insights and clear strategic direction."

Janice Pimentel

AVP of Social Media Strategy at Jenius Bank

"Frank was a steady, trusted partner who made even the hard parts feel manageable. He cares deeply about the craft, the strategy, and the impact, and that passion translates into work that’s both smart and effective."

Sarah Brunke

AVP of Product Marketing at Jenius Bank

"Frank is the consummate professional — wise beyond his years and an absolute pleasure to work with. He has a rare combination of strategic skill, emotional intelligence and approachability, which makes him trusted across teams and levels."
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It's 2024...

Source: @WebstaurantStore

 

One of my core content philosophies is providing maximum value in minimal time. I led a strategy that favored raw, short-form storytelling over traditional long-form production. The strategy centered on lo-fi product placement that resonated deeply, including one Instagram Reel that earned more than 6 million organic views.

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HRS Field Prep

Source: @MiamiDolphins

I launched a behind-the-scenes series featuring the Hard Rock Stadium grounds crew after identifying a high demand for process-oriented content. The segment's high engagement created a new sponsorship inventory stream, resulting in successful monetization by the partnerships team.

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VV Check!

Source: @VineyardVines

Leading the strategy for Vineyard Vines’ 2019 TikTok debut, I capitalized on the viral 'Vineyard Vines Check' to scale the account into a top global brand presence. Through creative direction and tailored storytelling, we established the brand as a pioneer in short-form video.

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Okay Not To Be Okay

Source: @MKEPanthers

My team pioneered a league-first mental health campaign built on trust with student-athletes. I directed the creative strategy for the multimedia series, utilizing video, graphics, and audio to deliver sensitive storytelling with lasting impact.

Featured social media projects on this site represent work produced for past employers and are shown here for portfolio purposes. All logos and creative assets remain the property of their respective owners.

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Frank Kugel is a social media pioneer and strategist with over 12 years of experience, ranging from digital entrepreneurship to in-house corporate leadership. After scaling a sports social media account to over 130,000 followers, Frank managed social strategy for organizations including Milwaukee Athletics, Camping World, the Miami Dolphins, Tala, WebstaurantStore, Jenius Bank (SMBC), and Corpay. He holds a BBA from the University of Wisconsin-Milwaukee and an MBA from Western Governors University. He specializes in strategic content systems, data-driven growth, and humanizing brands to build communities that convert.

All logos, creative assets, and social media posts are the property of their respective owners. Their inclusion on frankkugel.com does not imply endorsement of Frank's services by these companies; they are used to represent Frank's professional work history/portfolio.

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