Case Studies

Smarter NY Energy (SNYE) is a statewide advocacy initiative focused on advancing clean energy policy in New York. As lead marketing strategist, I developed and executed comprehensive digital campaigns to drive public engagement, legislative awareness, and measurable advocacy actions across the state.

SNYE needed to reach millions of New Yorkers across diverse demographics and geographic regions to build support for clean energy legislation. The challenge was cutting through political noise, combating misinformation, and converting passive awareness into concrete advocacy actions — all while managing strict budget constraints and reporting requirements for a government-adjacent initiative.

I designed a multi-layered digital strategy combining paid media, organic content, and data-driven targeting. The approach centered on three pillars: geographic micro-targeting to reach constituents in key legislative districts, message testing through rapid A/B experimentation, and a conversion-optimized funnel from ad impression to advocacy action.

• Launched and optimized Meta ad campaigns across multiple audience segments and geographic targets
• Created compelling ad creative and copy aligned with legislative timelines and public sentiment
• Built automated reporting dashboards tracking impressions, clicks, sessions, and advocacy completions
• Managed rapid creative iteration cycles — testing 20+ ad variations per campaign flight
• Coordinated cross-channel distribution including paid social, email, and website content
• Implemented UTM tracking and conversion pixel strategies for full-funnel attribution

Warm Thoughts Communications is a full-service marketing agency serving clients across energy, HVAC, nonprofit, advocacy, entertainment, and professional services sectors. As Senior Social Media Specialist & Content Creator, I built and lead the operational systems, content workflows, and paid media programs that power marketing delivery across 52+ active client accounts.

Sustaining quality, consistency, and performance at scale across 52+ brands simultaneously — each with distinct industries, voices, audiences, and compliance requirements — demanded more than execution. It required building repeatable systems, scalable processes, and efficient workflows that could absorb growth without sacrificing standards.

I architected a scalable marketing operations framework built around three pillars: systematized content production, AI-assisted workflow optimization, and data-driven performance management. By treating the agency's content engine as a scalable system rather than a task list, I increased throughput, reduced production time, and maintained brand accuracy across every account.

• Lead digital marketing strategy and execution across 52+ active client accounts spanning multiple industries
• Architect and maintain content production systems delivering 350–500 social posts monthly
• Oversee design and production of 500+ custom branded graphics and campaign assets monthly
• Manage $100K+ in Meta ad spend with data-driven budget allocation and ongoing performance optimization
• Develop and implement AI-powered workflows that reduced content production time and improved output consistency
• Build automated reporting infrastructure enabling real-time performance visibility across the client portfolio
• Coordinate SEO, reputation management, and multi-channel campaign execution across diverse sectors
• Establish brand governance standards to ensure quality and accuracy across all client deliverables

Artists Unite Collective (AUC) is a nonprofit organization dedicated to supporting emerging artists through community events, workshops, and exhibition opportunities. I managed the organization's full digital presence, building brand awareness and driving event registrations through strategic social media and paid campaigns.

AUC had minimal digital presence and no established paid media strategy. The organization needed to rapidly build an online community, drive event registrations on tight budgets, and establish credibility in a competitive arts ecosystem — all while competing against larger, better-funded cultural institutions.

I developed an integrated social-first strategy combining organic community building with targeted paid amplification. The approach prioritized authentic storytelling over polished brand messaging, leveraging artist spotlights, behind-the-scenes content, and community-driven narratives to build trust and drive engagement.

• Built and managed social media strategy across Instagram and Facebook from the ground up
• Created content calendars featuring artist spotlights, event promotion, and community storytelling
• Designed and launched Meta ad campaigns focused on event registration and follower acquisition
• Developed email marketing sequences to nurture leads from social engagement to event attendance
• Implemented engagement-focused tactics including polls, Q&As, and user-generated content features
• Tracked and reported on community growth metrics, event registration rates, and ad performance