Amélie’s Social Media Director, Patrick Michael Greene, arrived in Denver after a year-long sabbatical hiking the Appalachian Trail (all without Wi-Fi!). A New York City fashion school alum, he speaks fluent meme, will out Tik your Tok, and isn’t afraid to slide into anyone’s DMs. 👉👈

Amélie: Tell us a bit about yourself. What do you do at Amélie? What do you love about your job?

Patrick Michael Greene: To paraphrase the esteemed Lion King philosopher Mufasa, “Everything [social media] touches is my kingdom.” Net-Net: I head up any-and-everything social at the agency.

What I love the most about my role is how malleable and ever-changing social media is. Eighteen months ago, TikTok was relegated to wall clocks; now, brands are scrambling to keep up (and few are doing it well). It’s that heightened state of “New. Now. Next.” that gets me excited to fire up my laptop each morning.

How would you describe Amélie to someone at a cocktail party (pre-COVID-19, of course)?

Two simple words: positive impact. I spent my career up until Amélie convincing people to feed the insatiable consumerism machine: amass more things, buy more stuff, find happiness at the end of a “Thank You For Your Order” email. At Amélie, our currency is effective behavior change, and that’s worth more than its weight in gold.

What do you give a damn about? What does Purpose-driven mean to you?

I’m a massive proponent for openly discussing mental health among friends, peers, hell, even the cashier at Target. It wasn’t until I was in my mid-twenties before I genuinely invested in my mental well-being. And even longer before I could talk about it with anyone other than my therapist(s). Everyone has a battle they’re fighting, but an army of one never wins.

To me, purpose-driven is acting with ambition, determination, and authenticity in all facets of life—knowing who you are, what you want, and being unapologetic about achieving it.

What do you think is an exciting current creative trend in the advertising world?

Not a trend per se, but I love seeing brands use their platform and reach to speak up on social issues. We no longer live in a world where “No comment” or silence is a sufficient answer. Ben & Jerry’s, Patagonia, The Beautycounter, and REI immediately come to mind when I think about companies with a clear brand purpose.

Conversely, what do you think we should all stop doing? 

Attempting to create content tied to the “latest” viral social media trend. Brands rarely get it right, and bloated timelines, miles of red tape, and countless rounds of approval pretty much guarantee they’re late to the game. Pre-TikTok, you had three to four weeks before all relevance was lost. Now, you’re lucky if that cutesy 30-second dance to Kesha’s “Cannibal” lasts more than a week. Why not put effort into starting trends rather than trying to play catch-up?

What do you think makes a great social department?

Curiosity, tenacity, and genuineness. Social media is in a constant state of flux. As marketers, we need to be curious and tenacious enough to chase down what that next new thing will be. When it comes to content creation—paid, organic, or otherwise—it has to be genuine to resonate with users. Nothing makes me cringe harder than branded content that feels forced.

We know you’re not just your resume; where are we most likely to find you outside of work?

I made a pact with myself when I first moved to Colorado to visit all 42 state parks (19 down!). If I’m not exploring Colorado’s far-flung edges, I’m 100% prepping for or peak bagging 14ers.

What are you most proud of?

My inclination to jump feet-first into extreme, life-altering opportunities. I find that many people are horrified at the notion of stepping outside the comfortable little bubble they’ve built for themselves. Meanwhile, I thrive in the black inkiness of change.

After two gap years post-high school, I applied to the top two fashion schools in the US after watching Lauren Conrad intern at Teen Vogue on MTV’s The Hills. No campus tours. No fireside chat with admissions. Not even the slightest interest in the fashion industry. Working at a fashion magazine just looked fun, and I had unwavering trust that the universe would put me on the right path. Spoiler alert: it did.

What’s your favorite movie and accompanying movie snack?

I don’t believe in having one favorite anything, so I tend to split the difference most of the time. Cruel Intentions and Eurotrip have always been go-to’s when I find myself endlessly scrolling streaming service libraries. Those two classics tell you everything you need to know about my dual-sided, true-to-Gemini personality. As for snacks, Swedish Fish and Starburst all the way. If Sno-Caps is in your top three, I will openly judge you.

What’s a characteristic that you most admire in people?

Patience. Owning a car and driving it around Manhattan preconditioned me to lay on the horn 0.2-seconds after a traffic light turns green. The look of utter disgust my mother shot me the first time I blew my horn at someone in the sleepy mountains of North Carolina speaks for itself. Three years post-NYC, and I still have to temper that knee-jerk reaction. What is with Denver turn-only traffic lights that allow one and a half cars through before turning yellow?! It’s absolutely maddening.

What’s the best piece of advice, personal or professional, you’ve received?

“If you’re not paying for the product, then you are the product.” Enough said.