Social Media

I have focused on transitioning from static design to dynamic storytelling, streamlining our internal production workflows to be more efficient and scalable.

Process Optimization: I completely overhauled and streamlined our organic shot plans and shoot-day schedules, collaborating closely with creative and planning teams.
Creative Autonomy: Successfully moved to a more independent working model, managing complex projects from initial concept through final delivery while maintaining strict brand alignment.
Technical Advancement: I have prioritized mastering motion and video tools, including After Effects and video/sound editing, to meet the increasing demand for high-quality video content. I attend Adobe Max every year to continue my growth.

Strategic Approach

Through my Master’s studies at Wayne State University, I am refining my ability to merge performance analytics with creative production. This ensures that every shot list and visual hierarchy is optimized for audience engagement and reach.

Tools & Technical Skillset:

Design & Layout: Adobe Photoshop, Figma
Motion & Video: After Effects, Premiere Pro, CapCut
Process Management: Streamlined shot planning and production workflows

Organic Photoshoots

End-to-End Production Leadership: I directed 12 organic photoshoots, taking full ownership of the process: from conceptualizing shot plans and selecting talent to managing on-set schedules and overseeing post-production. This includes choosing and directing talent, photoshoot styling, and traveling to Pittsburgh to participate in photoshoots.

High-Impact Content Performance: I led the creative for 8 grand opening campaigns and a modular Online Video (OLV) campaign that achieved a 77% view-through rate (VTR). The social team handed over control to organic to Planning and Creative; since we’ve partnered this takeover, our efforts directly contributed to an 87.47% increase in post reach this year and 73% increase in followers on Meta.

Paid Media Execution: I produced all paid assets for GGG and Dick's Warehouse (sunsetted late 2025) annually, including 14 Paid Search flights, 18 Paid Social flights, and 42 Display banner flights.

Video

Static

These talents shot were captured in the storage room at our shoot location retail store and placed on Midjourney backgrounds. Who knew a storage room would have such nice lighting! I really enjoy with our youth talent, they are so much fun and bring a fantatic energy to each shoot.
I take pride in being resourceful, working with the enviroment and utilizing whats available.

Paid Social Meta Carousel

Holiday Paid Social Strategy | 2025 Campaign

At Going, Going, Gone!, we execute high-impact paid social flights 3–4 times annually to drive seasonal engagement and conversion. For the 2025 holiday campaign, I was tasked with delivering a "bold and festive" visual direction while adhering to strict brand standards.

Creative Problem Solving & Execution:

Brand Evolution: I expanded our signature "Scoreboard" dot graphic into a custom library of holiday-themed icons—including snowflakes, trees, and ornaments—to create a festive atmosphere that remained rooted in our sporty brand identity.
Strategic Color Palette: I utilized a curated, limited palette of our branded greens paired with a vibrant holiday red to ensure high visual impact and brand recognition in crowded social feeds.
Non-Templated Innovation: I moved away from standard templates to design custom, non-templated carousels. This approach allowed each card to function as a unique, engaging piece of content while maintaining a cohesive narrative across the entire flight.
Dynamic Flexibility: The final designs were engineered for versatility, allowing for the seamless integration of video assets and promotional copy to meet various campaign objectives.

Impact: By moving beyond static templates, this campaign achieved a fun and unique user experience that boosted brand awareness during our highest-volume sales period.

Home

Page updated

Google Sites

Report abuse