ExcelPal
Built a social media brand from scratch teaching Excel tips, tricks, and workflows. Grew the community to over 200K followers through consistent, engaging content that made spreadsheets actually fun.
The Spark
ExcelPal started from a simple observation: most people dread spreadsheets, but they don't have to. I saw an opportunity to make Excel accessible, practical, and genuinely entertaining — and I decided to build a brand around it.
I started creating short-form video tutorials, formula breakdowns, and workflow tips across TikTok, Instagram Reels, and YouTube Shorts. Each piece of content was optimized for the platform it lived on — different hooks, pacing, and formats for different audiences.
Building the Engine
Running ExcelPal meant owning everything — and I mean everything. There was no team. Just me figuring out what works, what doesn't, and how to do more of what resonates.
Content Strategy
Identifying trending topics, optimal formats, and posting cadence for each platform
Production
End-to-end creation — scripting, screen recording, editing, captioning, and publishing
Distribution
Tailoring every piece for TikTok, Instagram Reels, and YouTube Shorts
Community
Engaging with followers, answering questions, and building real loyalty
Analytics
Tracking what performed, doubling down on winners, killing underperformers
Brand Identity
Developing the visual style, tone of voice, and market positioning
Discovery
Hashtag research, keyword optimization, and trending audio integration
Zero ad spend. Zero team. 200K+ followers. Built entirely through product thinking applied to content.
The Product Mindset
I didn't approach ExcelPal as a content creator — I approached it like a PM. I started with user pain points, validated content ideas through engagement data, iterated on formats, and scaled what worked. Every video was designed to be immediately useful — something you could apply the moment you closed the app.
That discipline — research, test, iterate, scale — is the same muscle I use in product management. ExcelPal was proof that the framework works regardless of the medium.