Portfolio
Brand
Instagram
Year
2022-Current
Role
Creative Production Lead
As part of the @creators social media team, I work to educate creators on the latest updates and news from Instagram, directly from the source. In 2022, I launched @instagramcreators on TikTok, Meta’s only TikTok account, which grew from 0 to 200K followers and 1.2M likes in the first 12 months. I continue to lead the content strategy, casting and paid program for TikTok, as well as well as produce key franchises for the @creators Instagram channel.
Brand
Tory Burch
Year
2016-2022
Role
Social Media Director
As the social lead at Tory Burch, I built an engaged audience on all social channels, doubling the size of our social audience from 2.5M to 6M. I launched over 30 collections, covered 9 runway shows, managed communication through a global pandemic, created processes to run over 15 global channels, and constantly worked to innovate and evolve the brand voice on social media. I concepted and managed all social media and digital campaigns, from the launch of Instagram Shopping to our TikTok launch strategy to celebrity and influencer partnerships that grew our audience.
Brand
Draper James
Year
2016
Role
Social Media Manager
When Reese Witherspoon launched her Southern lifestyle brand, Draper James, she pulled together 15 people to help shape the look/feel of the brand - and my domain was social, specifically Instagram. As a lean team, we pioneered Instagram shopping methods before Shop existed by dropping new pieces on Reese’s social first and building excitement, then offering a limited release on DraperJames.com.
Brand
Rebecca Minkoff
Year
2013-2014
Role
Social Media Manager
I joined Rebecca Minkoff’s team just a few years after the brand launch to help shape their social media strategy. At the time, we were expanding across the country in new retail locations, and it was important to balance both the regional relevancy and the brand message. I oversaw all content on RM’s social channels - from the ideation, to production, to publishing. We made big moments like NYFW even bigger through brand partnerships. We also began leveraging content creators as our own brand spokespeople and would do mini photoshoots just for social media.
Brand
Kenneth Cole
Year
2014-2016
Role
Social Media Coordinator
I began my career at Kenneth Cole where I managed all content creation for social, including writing copy, organizing social photo shoots, creating stop motion videos, photographing key product, and sharing live from events. I worked daily with Kenneth on recommendations for his personal social media accounts and how that tied in with our brand strategy. At the time, the focus was Twitter, Vine and Facebook, which I reported on weekly and concepted innovative social strategies for each platform based on these learnings.
