I approach social media as an extension of a brand’s voice, not just a stream of posts. I focus on creating visuals and stories people want to engage with, then turning that creativity into flexible systems teams can actually use. By building templates in tools like Canva, teams can move fast, adapt to new moments, and stay consistent—without everything feeling templated or lifeless.
Because my background spans brand, web, print, and campaign work, I see social media as part of a larger system—not a standalone channel. That perspective helps ensure social content supports bigger initiatives, stays consistent across platforms, and feels intentional and curated rather than reactive.
GlobalFoundries
Holidays and Observances
I led the creative strategy for GlobalFoundries’ global holiday and cultural observance communications, developing a thoughtful, inclusive content system that recognized employees, partners, and communities across multiple countries and regions. As an international company with a diverse, worldwide workforce, each post was carefully designed to be culturally respectful, visually cohesive with the brand, and relevant to local audiences—from major global holidays to region-specific observances. These initiatives reinforced a sense of connection across borders while strengthening GlobalFoundries’ brand voice as a truly global organization.
Case Study: Financial Earnings Social Media
I led the creative direction and execution of GlobalFoundries’ quarterly financial earnings communications across social and digital platforms, developing a coordinated content strategy that built anticipation ahead of each announcement. This included a series of “save the date” teaser posts designed to drive awareness and engagement in the days leading up to the release. On earnings day, I produced and launched the primary social posts and directed audiences to a visually driven infographic that distilled complex financial results and key business highlights into a clear, approachable, and highly shareable format—making the quarter’s performance accessible to both industry analysts and broader audiences.
Press Release Trailers
To elevate the impact of GlobalFoundries’ press releases, I created short-form social video trailers designed to drive curiosity and boost engagement around key announcements. These bite-sized motion pieces distilled complex news into visually compelling, fast-moving previews optimized for social platforms, helping to increase visibility and click-through to the full stories. By pairing strategic messaging with dynamic design and animation, these trailers transformed traditional press releases into scroll-stopping content that expanded reach and strengthened overall campaign performance.
Holiday Cards
Saratoga Performing Arts Center
Best Outdoor Music Venue Campaign
In 2015, I led a targeted social media campaign to rally patrons and local concertgoers to vote for SPAC as USA Today’s Best Outdoor Venue. Through daily posts, venue history features, and behind-the-scenes photography, we activated the SPAC community and outperformed iconic venues including Red Rocks Park Amphitheatre and the Greek Theatre in Los Angeles.
Event Promotions
Offers and Event Photography
Building of a Season Campaign
During the winter offseason at SPAC, we built momentum for the upcoming classical season by featuring a different artist each week across social media and a dedicated microsite. This weekly rollout kept SPAC top-of-mind for patrons during the colder months, transforming the long winter gap into a steady drumbeat of anticipation. By pairing compelling artist spotlights with thoughtful storytelling and visuals, we created regular moments of surprise and excitement—reminding audiences that summer, though it felt far away, was already on the horizon.
SPAC X NYCB Campaign
For several years, we partnered with New York City Ballet to produce a series of cinematic ballet vignettes filmed throughout the Capital Region, designed to build anticipation for the upcoming season at SPAC. These short films brought world-class dance into familiar local settings, creating a powerful emotional bridge between an internationally renowned company and the regional audience. Released during the offseason, the videos became hugely popular, offering a fresh, unexpected way for patrons to connect with NYCB while keeping excitement for the summer season alive year-round.
Saratoga Jazz Fest Selfie Project
For the Saratoga Jazz Festival Selfie Project, we invited performing artists to record and submit personal video messages previewing their upcoming sets and sharing their excitement for the festival. These authentic, artist-driven videos created a direct connection between performers and fans, giving audiences an insider’s look at what was to come. Rolled out across social media leading up to the event, the campaign humanized the lineup, boosted engagement, and built real-time anticipation in a way that felt spontaneous, personal, and perfectly aligned with the energy of jazz.
Self Promotion and Pixelheap.Design
