Case Studies

Smarter NY Energy is a statewide advocacy initiative in New York. I helped lead digital strategy and campaign execution across paid media, creative development, audience targeting, website traffic, and advocacy engagement.

SNYE needed to reach New Yorkers across diverse demographics and regions to build support for clean energy advocacy. The work required clear messaging, efficient use of budget, and a digital strategy that could turn awareness into measurable advocacy action.

Developed a multi-channel digital strategy combining paid social, organic content, audience targeting, campaign messaging, creative testing, and performance reporting to build awareness and drive measurable advocacy action.

• Planned and optimized Meta campaigns across audience and geographic segments
• Developed campaign creative and copy aligned with advocacy goals and campaign timelines
• Produced multiple creative variations for testing and optimization
• Coordinated paid social, organic content, and website campaign activity
• Used UTM tracking and platform reporting to evaluate traffic, engagement, and advocacy performance
• Adjusted creative and campaign strategy based on performance data

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 lead digital marketing strategy, content systems, paid media, and AI-enabled production workflows across 55+ active client accounts.

Sustaining quality, consistency, and performance across 55+ brands simultaneously — each with distinct industries, voices, audiences, and compliance requirements — required repeatable systems, scalable processes, and efficient workflows that could absorb growth without sacrificing standards.

I built a scalable marketing approach around three pillars: systematized content production, AI-enabled workflow optimization, and data-driven performance management. By treating the agency's content engine as a scalable system rather than a task list, I improved throughput, consistency, and brand accuracy across every account.

• Lead digital marketing strategy and cross-channel execution across 55+ active client accounts spanning multiple industries
• Build and maintain scalable content production systems supporting 350–500+ social posts monthly
• Coordinate production of 500+ branded creative and campaign assets monthly
• Manage $100K+ in Meta ad spend with ongoing performance monitoring and optimization
• Build AI-enabled content and creative workflows that improve speed, consistency, and scalability
• Conduct SEO audits and on-page optimizations across client websites
• Translate campaign performance data into recommendations for optimization and client strategy

Serve as the strategic marketing lead for Artists Unite Collective, a nonprofit focused on arts education and accessibility, supporting content strategy, paid media, SEO, audience development, and digital growth.

AUC needed to strengthen its digital presence, build community, and drive event registrations on limited budgets while establishing credibility in a competitive arts and cultural landscape.

Developed an integrated content and audience strategy combining organic storytelling, paid amplification, SEO-driven content, artist-focused programming, and community engagement.

• Develop content strategy across social and digital channels
• Create editorial calendars and campaign messaging around artists, events, wellness, and professional development
• Execute and optimize paid social campaigns supporting awareness and registrations
• Conduct audience research and content audits to inform strategy
• Write and optimize SEO-driven editorial content
• Build AI-enabled editorial workflows that improve speed and consistency while maintaining organizational voice

Nightshift HQ is a custom web application I independently conceived, designed, and built using an AI-assisted building workflow to solve a real operational challenge for an adult band and music program.

Member interests, song submissions, casting information, and production progress were difficult to manage across disconnected conversations and information sources. I wanted to create one clear digital experience where members and leadership could organize and understand the workflow.

I mapped the information and workflows the application needed, determined how users should move through the experience, structured the underlying song, member, casting, and status information, and designed a visual system consistent with the program's identity.

• Conceived the application and mapped the workflow from idea to working experience
• Designed the interface, visual identity, and responsive experience
• Built the application using AI-assisted tools and rapid prototyping workflows
• Created song submission and review workflows
• Structured song-to-role casting information
• Added member interest tracking and live progress/status reporting
• Designed interactive modal-based interfaces
• Tested, refined, and iterated the experience based on real use