New York-based Creative Director with over a decade of experience in social media and campaign storytelling. I started in social strategy and paid media before transitioning to content creation and campaign advertising. My hybrid approach combines creative and strategic thinking to deliver compelling content across consumer touchpoints to drive brand affinity and increase user engagement. 

 

EXPERIENCE

CREATIVE DIRECTOR, KUBBCO

Social Media Agency in Copenhagen and New York City

Feb 2022 – April 2023

  • Creative Director for KUBBCO’s US clients: OLAPLEX US, OLAPLEX France and WISH.com

  • Creative Director leading OLAPLEX’s first TikTok Challenge, #OLAFLEX, which garnered over 10.8 billion Views in 3 weeks

  • Partnered with TikTok and managed the #OLAFLEX challenge from concept ideation to launch on TikTok in August 2022

  • Directly partnered with musician, Felix Cartal, to create the campaign anthem

  • Led the internal team to select, partner, and curate original creative from 150 influencers to support the campaign

  • Grew OLAPLEX US’s TikTok Account from 148K followers to 306k followers (at present) through conception, producing, and shooting monthly TikTok and Instagram Reels content 

  • Built a team in Paris and launched OLAPLEX France’s brand-new TikTok and Instagram accounts

  • Created a new visual identity for OLAPLEX France's social channels through monthly shoots  

  • Concepted and directed select launch and holiday video content for Wish.com. Videos averaged 100k - 120k organic views on Instagram

FREELANCE CREATIVE DIRECTOR

Multiple Branded projects for Todd Snyder, Clinique, Maybelline (Beauty @Gothem), Paravel

June 2021 – April 2022  

Paravel: Head of social media

  • Revamped the brand’s visuals and messaging across owned social channels with original photography and videos

  • Photographed, edited, and launched the new series “Friends of Paravel” highlighting like-minded individuals and brands caring about sustainability and carbon footprint.

  • Concepted and executed the Behind-the-Scenes assets for Paravel x Stephanie Fishwick collaboration

Todd Snyder: Director of social content

  • Photography, content creation, and daily postings for @ToddSnyder

  • Supported the launch of Todd Snyder x Converse collaboration with additional photography and social videos, extending the campaign across all touchpoints

Clinique: Social Creative Director

  • Concepted IG Video Series: Quick Question. A series of videos featuring unique beauty influencers interviewing Clinique’s Dermatologists

  • Storyboarded each video, interviewed the talents, and shot remotely during COVID

Maybelline / Beauty @Gothem: Social Media Creative

  • 1-month project to assist social content concepting across 7 different product launches

 

VP OF MARKETING AND SOCIAL MEDIA, AARMY

Fitness Startup in New York City  

Aug 2020 – Oct 2021 (Freelanced Jan 2014 – July 2020)

  • Launched a new fitness brand in NYC with Akin Akman and Trey Laird – a physical location in Soho NYC and (now closed) LA studio in West Hollywood, along with an On-Demand platform across US, UK, and Canada

  • Managed all content creation, photography, and social videos for AARMY's social and marketing platforms

  • Grew AARMY’s Instagram from 200 followers to 102k followers through organic programming and partnerships

  • Collaborated and managed tentpole campaigns, including 150 days of Free IGTV programming during COVID, new retail launches and partnership with Net-a-Porter, Fundraising Charity initiatives, Athlete and Coach short films, and stories

  • From conception to execution, I led AARMY’s first Instagram Charity Fundraiser for Equal Justice Initiative, which raised $105,000 in 8 hours on IGTV

  • Overall lead and day-to-day oversight for PR agency, affiliates agency, retargeting agency, and digital optimization agency

 

DIRECTOR OF CONTENT AND SOCIAL STRATEGY, LAIRD + PARTNERS

Creative Advertising Agency in New York City

Sept 2015 – Sept 2020

  • Responsible for concepting Social and Content ideas to support all main campaigns created at Laird+Partners

  • Directed on set for video and still images, interviewed talents, and shot BTS photography

  • Planned strategic roll-out recommendations and timelines to support and differentiate all paid and organic campaigns

  • Clients include Tiffany & Co, Tommy Hilfiger, Ferragamo, SoulCycle, American Eagle, Ellesse, Vera Wang and David’s Bridal, Topshop, Escada, Swarovski, DKNY, Jimmy Choo, Lane Bryant, Todd Snyder, Calvin Klein Fragrance, Karl Lagerfeld Paris, CFDA and Juicy Couture Fragrance

 

SENIOR SOCIAL STRATEGIST, ALLDAYEVERYDAY

Creative Agency in New York City   

Jan 2012 – June 2015

  • Managed all digital strategy, execution, and content curation across the agency’s clients

  • Led social monitoring, insights and trends research, analytics, and paid advertising on Social platforms (YouTube, Facebook, and Twitter)

  • Responsible for creating and maintaining partnerships with artists and digital tastemakers

  • Clients include American Express, The Standard Hotels, Club Monaco, rag&Bone, Next Management, Vogue.com, GAP, Michael Kors, Saguaro Hotels, History Channel, Aldo, DirecTV, NBCUniversal, and The Rainforest Fund

 

MARKETING EXECUTIVE, HARPER’S BAZAAR SINGAPORE

Fashion Magazine in Singapore 

June 2008 – Jan 2010

  • Managed all above and below-the-line marketing initiatives for Harper’s BAZAAR Singapore to maximize brand profile.

  • Organized, concepted and hosted 72 bespoke experiences for the magazine’s Luxury Fashion and Beauty Brands

 

EDUCATION

NEW YORK UNIVERSITY

Master of Science in Integrated Marketing, Jan 2010 – Dec 2011

Concentration in Digital Marketing, Social Media and the Brand, E-Commerce Management

 

HAWAI’I PACIFIC UNIVERSITY

BSBA in Travel Industry Management and BSBA in Human Resource Management

May 2007

Graduated with Cum Laude Honors

HPU’s International Student Scholarship from 2003 – 2007