Marketing Strategist & Brand Director. 15 years across social, content, branding and positioning for creative and wellness brands.
From solo creator accounts to a 500K-follower design brand through a book launch, a furniture line and a gallery launch. Titles spanning Social Media Manager to Creative Director to Co-Founder.
WHAT I DO
Social & Content Strategy
Content calendars, captions, growth tactics, trend research. I've taken stalled accounts and gotten them growing again and built the systems that keep working after I've handed them off.
Brand & Positioning
Naming, visual identity, brand voice, messaging. I've led rebrands for organizations figuring out how to say something bigger than they used to and built the guides that keep a brand sounding like itself everywhere it shows up.
Content Systems
Editorial calendars, caption frameworks, brand guides, workflows. This is the part most people skip. Turning "I know what to post" into something a VA, a team, or a client's in-house hire can actually run without me in the room.
Marketing Strategy
Launch planning, campaign strategy, KPI reporting. I've been in the room for book launches, product launches and full brand refreshes, building the plan that gets social, email, web and more all pulling toward the same goal instead of working against each other.
500k+
followers on the largest brand I've directed through three major launches
941%
audience growth in a single year
$40k
brought in at the first event for a platform I ran marketing strategy on
SELECT SOCIAL & GROWTH ACCOUNTS
Sarah Sherman Samuel — @sss__edit @gallery__sss
2022–2026 · Social Director · Instagram
The relationship: Four years as her social strategist across two distinct brand voices and a full repositioning. Supporting a book launch and guiding her retail brand from a furniture line into an industry-recognized art gallery.
Book launch: Ran the social side of the release. Preorder promotion, a teaser campaign building up to launch and coverage of pre-launch events.
Atelier → Gallerie SSS: Managed this account through its evolution, repositioning it from furniture-focused to full gallery. Furniture, original art, curated vintage. Grew the audience 32% in the first year.
SSS Edit: A distinct voice from the gallery side, driving traffic to her Substack. Grew the audience 941% in the first year.
What I liked: This is the relationship where I've gone deepest. There’s enough trust to help shape two distinct sub-brands and enough time to really immerse myself in both and get to know them well. I love the curatorial, highly aesthetic nature of this kind of work.
Almost 30 — @almost30podcast
2024–2026 · Social Media Manager · Instagram
The brief: I joined seven months ahead of their book launch, mid brand refresh, with one job. To translate the new visual identity into a social presence that could carry the launch.
What I did: Rebuilt their Instagram templates around the new brand, then took over full production: podcast clip editing, a repeatable clip template and cover system so every video reads as the same show, and platform-differentiated captions across Instagram, TikTok and YouTube Shorts. Each one written to that platform's own audience, not one caption copy-pasted three places. When growth stalled for five months, I built and ran a Trial Reels strategy to break it.
The result: 215K → 219K followers in two months, growth moving again after a five-month stall.
What I liked: The audience research is my favorite part of this kind of work. I get genuinely curious about why a community responds to what it does, not just that it does!
Krista Williams — @itskrista
2025–2026 · Social Media Director · Instagram
The brief: Krista brought me onto her personal brand after working together on Almost 30, where she co-hosts. I joined shortly after her own brand refresh, ahead of her book launch, at a point where her book, podcast and coaching business were all running in parallel with no single strategy tying them together.
What I did: Built a content plan that integrated all three into one strategy instead of treating them as competing priorities, then worked with her post-launch to streamline her offerings into a clearer, more focused presence. As the account grew, my role shifted from writing full copy to directing concept and creative direction, with a VA handling production. I revisited her branding and templates repeatedly as her positioning changed and led ongoing trend-tracking to keep content relevant to her specific audience.
The result: 171K → 199K followers over ten weeks through a Trial Reels strategy.
What I liked: The hardest part was the most satisfying! Getting a book, a podcast and her coaching business to work as one strategy instead of competing for the same attention. It was a fun, creative challenge.
ADDITIONAL SOCIAL WORK
The Writers Lab — Head of Social Media, 2025–2026. Established their visual brand identity, social templates and content strategy from the ground up — grew the account 33% in the first year.
Chalkboard Magazine — Head of Social Media Marketing, 2019–2020. Grew monthly Pinterest views to 6.9M and doubled Instagram reach within two months.
Cayton Museum — Marketing & Partnerships Manager, 2019. Tripled the museum's audience in six months ahead of its grand opening.
Heidi Stevens, Inc. — Marketing & Creative Director, 2018–2019. Doubled social following as the brand repositioned to a higher price point.
Handmade Pop-Up — Co-Founder & Marketing Director, 2016–2020. Co-founded the platform and brought in $40K at its first event.
SELECT WEBSITE, BRANDING & VISUAL IDENTITY PROJECTS
Sarah Caminiti — Brand Identity, Social Templates + Web Design · 2025
The brief: She needed a visual identity as she prepared to relaunch her podcast. Nothing existed to launch from yet.
What I did: Built her identity from the ground up with her. Ideating together, then developing a full color system, type system and primary and secondary wordmarks. I also designed her social templates to carry that identity into her content.
The result: She was impressed enough to bring me back for her website next.
Handmade Pop-Up — Brand Identity, Website + Email Templates
The brief: Co-founded this platform and needed a brand identity and a website that could flex with a seasonal business cycle. Different needs during pop-up events, open application periods and the off-season.
What I did: Built the full identity. Developed the brand voice and tone, a color palette, typography and a logomark blending handmade craft with a retro sensibility. Then designed three distinct site versions from a full sitemap and wireframe: a vibrant showcase during pop-up events, an application hub during open periods and a streamlined off-season version, each built with UX and conversion in mind, not just visual polish. Also designed the email templates that carried the brand into weekly newsletters.
The result: This is the same platform that brought in $40K at its first event.
ADDITIONAL BRANDING PROJECTS
Spool — Website design. Clean, typography-forward site with custom-coded elements, built from a full sitemap and wireframe.
Toast — Branding. A compact identity package. Color palette, wordmark, logo and icon for a boutique wedding-photography marketing agency.
Have a project you're thinking about? I'd love to hear about it.