Portfolio

Over the course of my career I’ve been involved in a variety of projects that required me to collaborate with different teams and clients to launch successful marketing campaigns. These initiatives have encompassed a wide range of strategies, from overarching communications plans to more targeted endeavors such as social media and creative projects. In each instance, I have been actively involved in the development, collaboration, and delegation of strategies, contributing to their success from inception to execution.

Please find below three examples of my work, and click on the corresponding image to view an expanded version.

Big brothers big sisters of new york city

Communication Strategy

Objective
Devise a communication strategy unifying organization-wide goals with department goals to create cohesive brand messaging, boost enrollment, and increase donorship.

Problem
The organization was not effectively leveraging its channels to share relevant and galvanizing messaging to reach new audiences and engage their existing audience.

Insight
To gain a better understanding of their challenges, ideas, and resources, we held meetings with each department head. We used this insight to develop a guide that connected the dots between the various departments, taking into account their feedback and goals.

Strategy
Articulate the organizational north star, define messaging pillars mapping back to north star, identify communication channels and deliver content strategy for each department.

Results
The communication strategy was adopted by each department, resulting in a clarified messaging approach and strategy to achieve the defined goals.

CONEXPO-CON/AGG

Social Media Strategy

Objective
The goal was to develop a comprehensive social media strategy that acted as a true north when deciding what to publish on social media, who the target audience is on each platform, and what the messaging should include.

Problem
CONEXPO-CON/AGG had social media channels that were not experiencing growth or optimal engagement. They wanted to become a key player and influencer in the construction industry.

Insight
To understand CONEXPO-CON/AGG's goals and what they wanted to achieve through social media, I led a discovery call. Additionally, I conducted research to identify areas where CONEXPO-CON/AGG could lead trends on social media.

Strategy
Auditing their current social media channels, competitors, and audience assisted me in creating the social media strategy. This strategy includes a competitor audit, content pillars, goals, and more.

Results
Following the implementation of the social media strategy, CONEXPO-CON/AGG's social media platforms experienced significant growth in engagement and followers. Notably, their Instagram account grew from 6K to 25K in one year.

royal asscher

Creative Strategy

Objective
Our goal was to develop a creative strategy for an upcoming photoshoot that embodied the essence of the brand tagline "Beyond Beauty" while also capturing the spirit of the summer season.

Problem
Royal Asshcer's previous photoshoots were lacking in originality and failed to make a lasting impression. To remedy this, we needed to provide guidance to the photographer to create new, captivating content.

Insight
We decided to use one specific color from the brand guidelines for different seasons to create a through line between photoshoots. Since these photos would be used through the summer, we decided to use the yellow and orange colors from their branding.

Strategy
Our strategy entailed crafting a narrative, setting the mood, curating a shot list, and selecting props for the photoshoot to align with the brand's "Beyond Beauty" concept.

Results
The photoshoot yielded stunning images that were unlike anything Royal Asshcer had done before, capturing the essence of summer and embodying the brand's tagline in a fresh and exciting way.