Big ideas, real impact.
I'm a Creative Strategist who builds trust through authentic UGC. I uncover the insights that make brands feel like a friend's recommendation, driving measurable growth by blending raw relatability with sharp strategy.
-
A detailed plan guiding all marketing efforts, ensuring creative content aligns with business objectives.
It answers how to communicate a brand's message through compelling visuals and stories to solve a consumer's problem and gain a competitive edge
-
Provides Direction: Prevents decisions based purely on hunches, creating organized, data-backed campaigns.
Drives Results: Merges logic (data) and emotion (creativity) to maximize marketing performance.
Ensures Alignment: Keeps creative assets focused on achieving specific goals, from brand identity to product launches
-
Research & Insight: Analyzes market research, trends, and consumer behavior to uncover deep audience insights.
Bridge Gaps: Connects the analytical (data) side with the creative (design, copy) side of marketing.
Develop Concepts: Uses insights to form compelling campaign concepts and themes.
Lead & Guide: Directs copywriters, designers, and other creatives, ensuring their work serves the strategic goal.
Shape Brand Narrative: Develops the overarching story and voice for campaigns, ensuring consistency and impac
Case Study
New York Apple Association
Role: UGC Creator • Social Strategist • Event Content Lead
Client: New York Apple Association (NYAA)
Timeline: May 2025 – Present
Scope: Content Creation, Social Strategy, Event Support, Community Engagement
The New York Apple Association (NYAA) is a nonprofit representing over 500 apple growers across New York State. Its dedicated to promoting apples, apple growers, and apple products from New York. With a mission rooted in education, agriculture, health, and flavor, NYAA needed modern, high-quality content that connects with today’s audiences while honoring the legacy of New York agriculture.
They sought to increase visibility and engagement across social platforms, especially with Gen Z and millennial audiences, through storytelling, real-life creator content, and consistent event coverage.
As part of NYAA’s ongoing seasonal campaigns, I created monthly UGC content packages designed to highlight the health, lifestyle, and educational value of New York apples. This included filming and editing short-form videos for Instagram Reels and TikTok, featuring snackable facts, wellness tips, grower insights, and apple-based recipes.
In addition to content production, I represented NYAA on-site at major regional events, including the New York City Marathon, Old-Fashioned Cider Tastings, and multiple seasonal festivals and markets. I created full event recaps across reels, carousels, and behind-the-scenes social stories. These event deliverables helped strengthen NYAA’s real-world presence while reinforcing its mission of celebrating local agriculture and connecting with communities through engaging, high-quality content.
Scope of Work
For over 8 months, I’ve led social media strategy and creative direction for the New York Apple Association.
Through trend research and competitive analysis, I developed creative briefs, hooks, and scripts that reflect platform trends while aligning with NYAA’s brand tone. Whether showcasing post-race recovery with apples after the NYC Marathon or elevating everyday snack inspiration, each piece of content is rooted in strategy, shaped by data, and built to connect.
Content Strategy
Example 1
Example 2
Results
Before
After
Ensured the brand’s personal voice was consistently represented across all content pillars, maintaining an authentic and cohesive tone. Content reflected the brand’s core values while connecting meaningfully with the target audience. Messaging was strategically aligned with the brand’s personality to create intentional, unified campaigns. Integrated the brand’s voice across key touchpoints to strengthen recognition and trust. This approach enhanced communication effectiveness and deepened audience resonance across multiple platforms.