Latest Work

Tour bookings, paid media, and results that scale.

Role

Paid Media Strategy, Technical Implementation, Creative Optimization, Reporting

Results

Aggregate 2024 Total across all channels:

  • 2,000+ tour bookings

  • 10.1x return on ad spend

  • Full-funnel Meta ad performance with evergreen retargeting

Summary

To promote Baltimore Spirits Company’s “Blend Your Own Whiskey” tour, I launched and scaled a paid Meta campaign focused on driving qualified bookings. Before launch, I ran a full technical audit to ensure clean performance tracking—rebuilding Meta Pixel, Google Tag Manager, and custom conversion events to align with every step of the user journey.

Starting with a test budget, I refined creative across formats—video, photo, and influencer-led content—while optimizing targeting and placements based on performance data. As results improved, we scaled spend, expanded creative variants, and built an evergreen retargeting pool that continued to deliver conversions. The campaign ultimately drove over 2,000 bookings and achieved a 10.1x return on ad spend.

Lynchpin Social Baltimore Spirits Company Tour Ad Creative Influencer
Lynchpin Social Baltimore Spirits Company Tour Ad Creative 1
Lynchpin Social Baltimore Spirits Company Tour Ad Creative 2

Social & Content Leadership

Ten years of hands-on strategy, creative, and performance at scale.

Before launching Lynchpin Social, I spent ten years at Guitar Center leading social media, content strategy, and paid campaigns across every part of the business—from local stores to national events to major brand partnerships.

I didn’t just manage social. I turned it into a performance channel. I helped shift the brand’s presence from scattered posts to full-funnel content strategy, producing work that earned attention, drove action, and connected with millions of musicians.

What follows is a selection of the 2024 work I’m most proud of—from livestreams and repeatable video series to artist content and scroll-stopping memes.

Steve_Lynch_Interviews_Nile_Rodgers_for_Guitar_Center_Live_Stream

Live Event Content Strategy

From in-store moments to full-funnel marketing fuel.

Role

Strategy, Creative Direction, Host, Content Producer, Social Media Manager

Results

Aggregate 2024 Total across all channels:

  • 2.6M+ video views

  • 78k+ engagements

  • 3k+ RSVP email addresses captured

  • 2k+ in-store attendees

Summary

Over the course of 2024, I led the content strategy and creative execution for 10 livestreamed events at Guitar Center. Designed to engage both in-store and online audiences, these weren’t just events—they were full-funnel campaigns blending inspiration, product discovery, and real-time interaction.

Each stream featured iconic artists like Nile Rodgers, Marcus King, and Kim Thayil (Soundgarden). I developed the creative direction, crafted the interview format and tone, hosted the events, managed cross-functional teams, and oversaw capture and post-production.

Each stream became a content engine—fueling YouTube livestreams, short-form clips for social, blog recaps, day-of paid and organic posts, emails, and recap photography. These weren’t throwaway moments—they were rich with timeless stories and actionable insight, continuing to drive engagement long after the amps cooled down.

Short-Form Video Strategy

Turning repeatable content into recognizable branding.

Role

Strategy, Creative Direction, On-Camera Talent, Content Producer, Social Media Manager

Results

Aggregate 2024 Total across all channels:

  • 150+ videos produced & published

  • 20M+ organic video views

  • 700k+ engagements

  • Continued engagement through evergreen reposting and recommendations

Summary

I oversaw the production and publishing of more than 150 short-form videos for Guitar Center across Instagram Reels, TikTok, Facebook, and YouTube Shorts. These videos were built to support product discovery, drive engagement, and meet musicians where they already spend time.

This wasn’t about chasing virality. I created repeatable series like Which One, First, Best, Next, and Stocking Stuffers with Steve—relatable, format-native content rooted in real shopping behavior and the musician’s journey. Each post had a role, from introducing gear to delivering moments of levity that built connection.

I pitched concepts, directed shoots, appeared on camera, edited content, and led publishing. I also supported SEO-optimized blog recaps, campaign emails, and paid media using top-performing creatives. The result was consistent, audience-first content that earned attention and built brand equity.

  • Guitar Center Video Thumbnail Gibson Explorer vs Flying V

    WHICH ONE?

    Two similar products. One big question. The audience had to choose—which sparked tons of comments and community input.

    Explore
  • Guitar Center Video Thumbnail First Best Next Mark Holcomb Periphery

    FIRST. BEST. NEXT.

    Entry-level, pro-level, and dream-tier picks. A tiered format that helped players find where they fit—and where they might go next.

    Make It
  • Guitar Center Video Thumbnail Stocking Stuffers with Steve

    STOCKING STUFFERS WITH STEVE

    A daily December series packed with last-minute gift ideas. Fun, fast, and designed to convert on impulse.

    Make It

Influencer & Artist Content

Creator trust, brand strategy, and content that connects.

Role

Strategy, Creative Direction, Interviewer, Producer, Social Media Manager

Summary

I worked directly with artists across genres, formats, and career stages to create content that felt personal, useful, and aligned with the brand. These weren’t product placements—they were strategic, relationship-driven pieces built around moments that mattered.

As a musician myself, I know how to connect with artists on their level. That shared understanding helped shape content that felt natural on camera and valuable to the audience. Some pieces unpacked the “why” behind an artist’s gear. Others focused on performance, creative process, or advice for the next generation. I developed the concepts, shaped the tone, handled shoot logistics, led interviews, and managed publishing across platforms.

The through-line was always authenticity.

Influencer & Artist Content

Creator trust, brand strategy, and content that connects.

Role

Strategy, Creative Direction, Interviewer, Producer, Social Media Manager

Summary

I worked directly with artists across genres, formats, and career stages to create content that felt personal, useful, and aligned with the brand. These weren’t product placements—they were strategic, relationship-driven pieces built around moments that mattered.

As a musician myself, I know how to connect with artists on their level. That shared understanding helped shape content that felt natural on camera and valuable to the audience. Some pieces unpacked the “why” behind an artist’s gear. Others focused on performance, creative process, or advice for the next generation. I developed the concepts, shaped the tone, handled shoot logistics, led interviews, and managed publishing across platforms.

The through-line was always authenticity.

  • Elise Trouw x Fender Player II Series

    A multi-instrumentalist known for looping, Elise built a dreamy layered performance using the Fender Player II Mustang Bass—showcasing four distinct tones in one seamless groove.

    Explore

  • Ayla Tesler Mabe x Fender Mustang Micro Plus Amp

    Through three distinct tones (and personas), Ayla showed how the Fender Mustang Micro Plus headphone amp can transport players to entirely new vibes and headspaces.

    Make It

  • Dre DiMura x Presonus Quantum ES2

    We challenged Dre to write, record, and release a full song using only the PreSonus Quantum ES2 interface and included software. The result? A killer track that proves limits can spark creativity.

    Make It

Timely Memes & Cultural Moments

Where humor, timing, and instinct meet

Role

Creative Development, Content Creation, Social Media Strategy

Summary

Not every post needs to sell. Sometimes, the brand just needs to show it can have a little fun.

I used humor, music culture, and timely references to create content that felt native to the platform and relevant to the moment—the kind of post you tag a friend in or save for later. These weren’t just jokes. They sparked conversation, built brand voice, and made people want to stick around.

I developed quick-turn concepts, wrote copy, created visuals, and published across channels—often going from idea to live post within 48 hours. One meme played off the Oasis reunion buzz with a satirical “capo shortage” press release. Another reimagined the “big cup” trend with a Guitar Center twist: a cup overflowing with guitar picks.

They traveled fast, made people laugh, and reminded the audience that the brand gets it—because it lives in the same culture.

Timely Memes & Cultural Moments

Where humor, timing, and instinct meet

Role

Creative Development, Content Creation, Social Media Strategy

Summary

Not every post needs to sell. Sometimes, the brand just needs to show it can have a little fun.

I used humor, music culture, and timely references to create content that felt native to the platform and relevant to the moment—the kind of post you tag a friend in or save for later. These weren’t just jokes. They sparked conversation, built brand voice, and made people want to stick around.

I developed quick-turn concepts, wrote copy, created visuals, and published across channels—often going from idea to live post within 48 hours. One meme played off the Oasis reunion buzz with a satirical “capo shortage” press release. Another reimagined the “big cup” trend with a Guitar Center twist: a cup overflowing with guitar picks.

They traveled fast, made people laugh, and reminded the audience that the brand gets it—because it lives in the same culture.

  • Guitar Center Oasis Reunion Capo Shortage Fake Headline Meme

    Oasis Reunion Capo Shortage Satire

    Amidst Oasis reunion buzz, I crafted a satirical post announcing a national capo shortage driven by Wonderwall enthusiasts, complete with a mock CEO quote. This timely piece resonated with the guitar community, sparking massive engagement across social platforms and forums.​

    Explore
  • Guitar Center Big Cup Trend Thumbnail

    Big Cup of Guitar Picks

    Tapping into the “big cup” trend, we presented a Guitar Center twist: a cup brimming with branded guitar picks. This quirky visual struck a chord with musicians, leading to notable shares and discussions within online communities.​

    Make It

Let’s talk about what you’re building.

You’ve seen the strategy, the content, and the results. If something sparked an idea—or just made you feel like your brand deserves more—I’d love to hear what you’re working on.

Whether you're looking for a freelance partner, a content strategist, or someone who can bring your social and paid efforts into sync, I can help make it happen.