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