Social Systems · AI Workflows · Brand Voice

Thom Brekke.

Building the operational systems behind brand voice, customer care, and the AI workflows that run alongside them. Fifteen years in entertainment technology.

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Systems for social and digital marketing teams to operate inside.

Senior social and digital marketer with 15+ years in entertainment technology, currently leading social care operations at Fox Networks across FOX Sports, FOX One, and additional sub-brands. The listening architectures and care queues I’ve built filter hundreds of thousands of mentions a month down to hundreds of actionable items. A brand voice translation layer sits between marketing intent and the response that lands on the customer.

I own the governance framework and template library that translates Fox brand voice into care response, with a live AI advisory layer (in-suite AI plus Claude Projects) reviewing tone and response-fit before send. At Dolby, I built a global voice framework where EMEA and APAC teams contributed to the standards rather than just consuming them. I query Snowflake directly when stakeholder reports stall, and I document every workflow.

Capability index
01 Social strategy brand voice · organic · community programs
02 AI workflow development LLM tools · custom GPTs · production validation
03 Operations design queue systems · workflow architecture · cross-team ops
04 Social listening & live ops topic architecture · moderation · broadcast-scale escalation
05 Data fluency SQL · Snowflake · Databricks · self-serve dashboards
06 Brand & voice governance template systems · multi-brand · cross-regional frameworks
07 Content development editorial series · organic engagement · YouTube
Fox Networks
Los Angeles — CA
Senior Manager, Social Care Operations

Leads social care operations within Business Operations at Tubi Media Group, Fox’s all-digital arm, covering FOX Sports, FOX One, and additional sub-brands. Rebuilt the workflow from scratch, owning the governance framework that translates brand voice into customer-facing response, with a live AI advisory layer reviewing tone and response-fit before send. Manages a back office team of 10+ through three Super Bowls, the World Series each year, and a FIFA World Cup.

  • Owns the governance framework and template library translating Fox brand voice into social care response across multiple sub-brands. In any given week, 30–50% of customer interactions move through the reactive template layer.
  • Built AI-enabled workflows for the repeatable parts of the job: weekly trend reporting (Snowflake SQL plus social API exports under human validation), Custom GPTs and Gemini Gems for brand voice rewrites, and a live API-connected social dashboard in Replit. Each tool keeps a human validator in the loop. Documented for team adoption.
  • Designed listening topic architecture reducing incoming post volume from hundreds of thousands to hundreds of actionable items daily, enabling agents to focus on issues that need them.
  • During live broadcasts, social signals surface technical issues (audio, streaming, access) to engineering ahead of formal bug-reporting channels.
2019 — Present
Dolby
San Francisco — CA
Manager, Digital Content, Communities & Media

Led global social communities reaching 1.5M+ followers, managing internal teams and agency partners across Dolby’s social content practice. Led the team that launched Dolby Cinema’s U.S. social presence across Facebook, Instagram, and Twitter. Built bidirectional global standards and modernized the data stack.

  • Built a collaborative global voice framework with EMEA and APAC regional teams, including Dolby India and Dolby Middle East, where regional expertise shaped the standards rather than rules handed down from headquarters. Cross-regional content sharing workflows amplified local influencer and event assets across international channels.
  • Modernized Dolby’s social listening, publishing, and BI stack, building measurement frameworks that tied reporting to marketing-wide decisions.
  • Created “What’s That Sound?”, an 18-episode templatized YouTube series anchored to a core brand pillar, that scaled to over 1.2 million aggregate views and 7,000+ comments (top episode at 161K views) without external production budget.
2016 — 2019
Dolby
San Francisco — CA
Sr. Communications & Social Media Specialist

Led social media from within Dolby’s Global Communications team. Oversaw Dolby’s first paid social campaigns, early influencer partnerships, and social blueprints for sweepstakes and event activations. Created and enforced social voice across paid, earned, and owned on Facebook, Twitter, Instagram, LinkedIn, and YouTube, translating Dolby’s brand voice for consumer audiences.

2011 — 2016
Isobar
San Francisco — CA
Media Earner (Social Media Specialist)

Executed Isobar’s social strategy for clients including Kahlua, ABSOLUT, and Dolby as part of the agency’s first social-only team. Created and published content across all aspects of clients’ social presences, represented the agency and clients at press events, and shaped agency-wide social strategy based on channel learnings and client feedback.

2010 — 2011

Selected projects.

01

AI-Enabled Workflow Development

A suite of AI-augmented workflows, each built to close a specific gap in social operations. Weekly trend reporting combining Snowflake SQL and social API exports under human validation. Custom GPTs and Gemini Gems for repeatable brand voice rewrites. An independent Replit prototype for live social data extended into a contributing role on a Databricks Genie production stack that gives Tubi Media Group leadership and the FOX One product team natural-language access to social and application data. A live AI advisory layer (in-suite AI plus Claude Projects) reviewing tone and response-fit on customer-facing care responses before send. Each keeps human judgment in the loop, and each is documented for team adoption.

AI workflows
2019 —
02

Social Listening & Care at Scale

Managing social at Super Bowl scale is a data architecture problem as much as a customer service one. The listening topic architecture I built across three Super Bowls, the World Series each year, and a FIFA World Cup separates technical complaint patterns from general game commentary, reducing peak-event volume from hundreds of thousands to hundreds. During broadcasts, streaming failures and audio problems surface to engineering ahead of formal bug reports. Year-round, the same architecture routes users to knowledgebase content and reduces live agent escalations.

Social ops
2019 —
03

Brand Voice Translation Layer

Marketing owns brand voice. Care owns customer operations. Every 1:1 social care interaction has to honor both. The governance layer I own at Fox is the translation between them — a template library that propagates brand voice into customer-facing care response across FOX Sports, FOX One, and additional sub-brands. A live AI advisory layer reviews tone and response-fit before send (advisory, not blocking; agent judgment stays in the loop). 30–50% of weekly customer interactions move through the reactive template layer; the rest run on evergreen templates governed by the same framework.

Brand ops
2019 —
04

Global Social Voice Framework

A collaborative global voice framework built with EMEA and APAC regional teams at Dolby (including Dolby India and Dolby Middle East), where regional expertise shaped the standards rather than serving as an exception to manage. Regional teams could make judgment calls independently because they’d helped shape the standards behind them. Cross-regional content workflows amplified local influencer and event assets across international channels.

Global standards
2016 — 2019
05

Insights & Reporting

I build reporting frameworks at campaign kickoff so success criteria are agreed in advance and post-mortem insights are actionable rather than retrospective. The approach scales from native platform analytics to direct Snowflake queries to AI-assisted trend analysis.

Analytics
Ongoing
06

Cross-Functional Escalation Operating Model

Reimagining the operating model that connects Fox social care to the company’s Digital Operations Center for incident tracking from detection through resolution. Defines mandatory escalation criteria, routing rules across teams, and the loop-back path for re-engaging affected customers when fixes ship. Sits at the intersection of brand-impacting issue detection and Fox’s broader incident-management practice.

Incident operations
2025 —
07

Agent Development Program

Day-to-day development of Fox’s social care team, who work through a third-party vendor. Regular trainings on brand voice, escalation criteria, and reporting. Decision-making documentation and hands-on practice materials, including a Claude Code-assisted quiz generator that lets agents test new skills in private before applying them to public posts. Off-voice rewrite exercises produce reusable training material for future agents.

People & enablement
2019 —