Social Design, Copywriting, Account Management — 2025

Will Bulsiewicz is a gastroenterologist, New York Times bestselling author, and one of the most credible voices in gut health. My job was to make sure his social presence felt like him: sharp, science-backed, a little goofy, and digestible for readers.

During my time at Matchstick Social, I managed his accounts across Instagram, Facebook, and TikTok, handling everything from concept to content creation, to final graphic, reel, and caption. Part of that work included steering the account through a second book launch and full rebrand—keeping his existing audience engaged while repositioning him as a more polished, professional presence. This is no small feat when your audience already has strong opinions about who you are and how they engage with your account.

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Will's voice is specific—he's an author, not just a doctor—so every post had to carry that same weight and warmth whether it was a carousel breaking down the Bristol Stool Chart or a captioned pull quote from a podcast appearance.

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I treated the feed as a sales funnel. At the top, content built awareness and credibility, introducing Will as both a physician and a thought leader. From there, we went deeper: debunking gut health trends, citing real scientific studies, and turning complex science into reels and carousels people actually wanted to share. At the bottom of the funnel, we drove action, promoting his books, live events, and his subscription community, The Gut Health Collective, with promos and giveaways that immerse people into his world even more.

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The through line across all of it was trust. In a space full of noise, trends, and misinformation, Will's audience came back because the content was real. My job was to make sure it stayed that way—even as everything around it changed.