Social media + Brand Marketing

adidas x Highsnobiety: Underground Atlanta

adidas x Highsnobiety A3 World Cup

2023 Adidas Originals x Basketball: Remember The Why

2023 adidas MLS Pre-Match Jerseys

2023 adidas Soccer Selects Truck

2023 adidas MLS Third Kits

NEW ENGLAND REVOLUTION & ORCHARD SKATE COLLAB

MALPROPP

PINECONE ROW

XQ INSTITUTE

GOORIN

Producer, Manager, Publisher, Director

  • Delivered 10M+ cumulative organic impressions over a 6-month period across Instagram and TikTok, including a peak of ~4.8M organic views in a single month and 1M+ organic reach sustained month-over-month, without paid amplification.

  • Generated consistent six-figure monthly organic views on TikTok (100K–400K+ per month), strengthening brand discovery and cultural relevance during a volatile fashion and retail cycle.

  • Maintained above-benchmark engagement rates for 6 consecutive months, averaging 6–8% on Instagram and 3–4% on TikTok — outperforming fashion/retail industry benchmarks by 2–3×.

  • Drove net positive follower growth and ongoing outbound link engagement organically, balancing brand storytelling and conversion intent while managing multi-channel social ecosystems aligned to platform-specific audience behavior.

GOORIN

BRAND SOCIAL

Manager, Copywriter, and Publisher

  • Increased XQ’s total social audience by 20% in a 6-month period, sustaining a 5% average engagement rate month-over-month, outperforming nonprofit and education sector benchmarks.

  • Delivered 1M+ cumulative organic views over 6 months, expanding reach and visibility for national campaigns, educator toolkits, and platform initiatives.

  • Executed integrated social campaigns across organic, influencer, and paid channels, driving consistent growth in reach, engagement, and community participation through performance-led content strategy.

  • Produced, directed, and captured photo/video content across live events and activations, fueling high-performing storytelling assets that supported campaign launches and real-time engagement.

XQ Institute

SOCIAL MEDIA MANAGER

adidas x Highsnobiety: Underground Atlanta

Activated 10M+ impressions across social platforms tied directly to the Adidas x Highsnobiety Underground Atlanta experience, with owned and partner user-generated content driving sustained visibility and cultural reach.

  1. Secured 50+ high-profile product placements and organic content shares via targeted creator and influencer seeding — amplifying Adidas Superstar legacy narratives through present-day voices with audiences spanning sports, fashion, and culture.

  2. Generated consistent six-figure monthly engagement on activation-related content, with legacy storytelling and creator lift resulting in an average 7–9% engagement rate — above typical industry standards for experiential campaigns.

  3. Drove measurable participatory interactions (clicks, tags, mentions, link taps) tied to the Underground Atlanta activation, positioning the project as a centerpiece in seasonal storytelling and brand equity growth across Instagram, TikTok, and relevant visual platforms.

brand marketing assistant, brand seeding lead

adidas x Highsnobiety: Adiclubhouse

Activated 12M+ cumulative impressions across social platforms, fueled by earned, influencer, and organic content tied to the A3 World Cup and adiClubhouse events, significantly amplifying adidas Originals’ presence in terrace culture and World Cup narratives.

  1. Coordinated and seeded adidas Originals product with 60+ high-reach creatives, influencers, musicians, models, and photographers, resulting in 150+ organic content posts and broad cultural resonance in the lead-up to the 2022 FIFA World Cup.

  2. Drove above-benchmark engagement rates across event content, averaging 8–10% on Instagram and TikTok, outperforming lifestyle/fashion industry standards (typical 1–3% average) and converting visibility into meaningful audience interaction.

  3. Project led execution of multi-touchpoint activations, including luxury media partner events and A-list influencer experiences, contributing to sustained brand salience growth and strengthening adidas Originals’ cultural positioning ahead of a major global sporting moment.

brand Seeding Lead

2023 Adidas basketball presents: Remember The Why

Activated 8M+ total impressions across social and event media tied to the Remember The Why launch at NBA All-Star Weekend, amplifying adidas Basketball’s Chapter 2 product reveal across global audiences.

  1. Coordinated product seeding and athlete/media engagement with 75+ influencers, pro athletes, and legacy basketball partners, generating 200+ organic social posts and stories that drove sustained cultural relevance and share-of-voice during the All-Star period.

  2. Achieved above-benchmark engagement on activation content, with an average 9–11% engagement rate on Instagram and TikTok — significantly outperforming lifestyle and sports industry engagement norms (typically 2–4%).

  3. Drove measurable multi-platform campaign visibility, including thousands of outbound interactions (story replies, link taps, tags) and consistent organic uplift for Chapter 2 and SS24 footwear drops across key digital touchpoints.

brand marketing assistant, Brand Seeding Lead

2023 MLS Pre-Match Jerseys

Led 3 national, multi-partner pre-match jersey campaigns, delivering 15M+ cumulative impressions across social, retail, PR, and league channels through coordinated content creation, product seeding, and live match activations.

  1. Developed and executed a centralized pre-match toolkit supporting 6+ internal adidas teams (Digital, Retail, Social, PR, eCom, Trade), enabling consistent global rollout and hundreds of downstream content placements per launch.

  2. Activated culturally significant MLS matches with league-scale reach, including:

    • Orlando City SC (6/10) honoring One Pulse Foundation (Pride)

    • LAFC vs. LA Galaxy (El Tráfico) — the highest-attendance MLS match in history (Captain America / July 4th)

    • LA Galaxy Kick Childhood Cancer activation featuring player-worn, kid-customized footwear

  3. Drove above-benchmark engagement and participation, generating 8–12% engagement rates on campaign content, high volumes of earned media, and strong community interaction across Pride, sport, and cause-driven storytelling.

brand marketing Lead

2023 adidas Soccer Selects Truck

Generated 6M+ cumulative impressions across social, press, and partner channels tied to the Soccer Selects Truck activation, amplifying adidas’ Terrace Culture narrative during MLS All-Star Week.

  1. Drove high-impact athlete and IP amplification through appearances by Thiago Almada (2022 World Cup Winner) and Jesús Ferreira (USMNT) — heroes of the adidas x MLS x MARVEL partnership — fueling widespread organic content and earned media lift.

  2. Activated a mobile retail experience with 10K+ in-person interactions over the All-Star Week period, translating cultural storytelling into physical product discovery and brand immersion.

  3. Achieved above-benchmark engagement on activation content, with 7–10% engagement rates across Instagram and TikTok, signaling strong resonance at the intersection of soccer, fashion, and pop culture.

Brand marketing CO-LEAD

2023 adidas MLS Third Kits

Led a multi-club national launch generating 18M+ cumulative impressions, activating the 2023 adidas MLS Third Kits across four clubs through coordinated toolkits, product seeding, and localized storytelling.

  1. Built and deployed a centralized launch toolkit supporting Digital, Retail, Social, and PR teams, enabling hundreds of downstream content placements and consistent execution across club, league, and brand channels.

  2. Executed hyper-local activations for each club, collaborating directly with Toronto FC, New York Red Bulls, New York City FC, and Atlanta United to translate global adidas narratives into city-specific cultural moments.

  3. Delivered above-benchmark engagement across launch content, averaging 7–10% engagement rates on organic social assets and driving sustained visibility without reliance on paid media.

Brand Marketing Lead

NEw england revolution & orchard Skate shop

Generated 4–6M+ cumulative impressions across social and partner channels, activating a cross-culture collaboration that bridged football, skate, and street culture through coordinated storytelling and seeding.

  1. Led a collaborative social campaign across New England Revolution, Orchard Skate Shop, and adidas Football channels, driving above-benchmark engagement (6–9%) and sustained conversation without paid amplification.

  2. Developed and deployed a cross-functional campaign toolkit in partnership with the adidas Skate team, supporting Digital, Retail, Social, and PR teams, and enabling consistent rollout across internal adidas channels and MLS partners.

  3. Expanded cultural reach and brand relevance by translating a hyper-local skate partnership into a nationally visible moment, reinforcing adidas’ credibility at the intersection of sport, skate, and community-led storytelling..

brand marketing and social marketing lead

MAISON BUM x malpropp

Generated 1.5–2M+ cumulative impressions across social platforms through a content-led campaign anchored in visual storytelling, styling, and culturally resonant creative direction.

  • Led creative direction and post-production editing, curating cohesive styling, color, and narrative frameworks that elevated brand perception and ensured consistency across all campaign touchpoints.

  • Executed end-to-end social rollout for the collaboration, translating editorial-level visuals into platform-native content that drove saves, shares, and organic audience growth without paid amplification.

CREATIVE DIRECTOR, AND PRODUCER

MALPROPP

Generated 3–5M+ cumulative organic impressions annually across Instagram, TikTok, and Pinterest through consistent content creation, campaign planning, and platform-native storytelling.

  • Sustained 5–8% average engagement rates across core platforms, outperforming fashion/lifestyle benchmarks by prioritizing editorial-quality visuals, thoughtful copy, and culturally relevant moments.

  • Planned, produced, and executed recurring photoshoots and social campaigns, delivering a steady pipeline of high-performing photo and video assets that fueled saves, shares, and audience growth.

  • Owned end-to-end social operations, including content strategy, copywriting, scheduling, and performance analysis, translating engagement and reach data into iterative improvements across launches and campaigns.

FOUNDER, CREATIVE DIRECTOR, AND PRODUCER

  • Scaled brand visibility and engagement across launches, driving 2–3M+ cumulative impressions annually and sustaining 5–7% engagement rates through cohesive brand storytelling and platform-native content.

  • Led end-to-end brand marketing strategy, overseeing social, eCom, and launch assets to deliver consistent campaign performance and measurable audience growth across key digital touchpoints.

  • Increased campaign effectiveness through continuous testing and optimization, leveraging trend analysis, new tools, and emerging formats to improve reach, saves, shares, and conversion signals launch over launch.

PINECONE ROW

Brand Social