Portfolio

Marketing by a Millennial

Identifying as a Millennial means I grew up learning—and quickly adapting—to each new social media and marketing platform as it emerged.

From the days of MySpace, Xanga, and LiveJournal to hesitantly downloading TikTok during the early pandemic (yes, right around Tiger King Season 1), I’ve always kept my finger on the social pulse.

But being a consumer doesn’t automatically make you a creator. Along the way, I’ve taught myself the tricks of the trade to elevate the content I produce. This journey has also made me well-versed in social media management tools such as: Sprout Social, Falcon.io, and Meta Creator Studio

From print ads to in-person events, check out some of my projects below.

Use slider above to compare the original image (left) to social media edit (right). Made using Photoshop.

Karma Water

As the head of marketing at Karma Water, I spearhead high-impact strategy meetings, elevate messaging for key retail partners, coordinate and optimize digital ads, manage dynamic budgets, and orchestrate diverse advertising channels. I also lead our public relations efforts and represent the brand in on-screen interviews, ensuring our story reaches the right audiences. My goal is to continuously inspire and drive results in the ever-evolving marketing landscape.

From a creative standpoint, I design POS items, digital retailer ads, print ads, sales presentations, shareholder newsletters, e-mail marketing campaigns, and contribute to social media posts.

On a weekly basis, I'm working in Adobe Illustrator, Adobe Photoshop, Canva, and Klaviyo.

Print Ad designed and featured in Thrive Magazine

EMAIL CAMPAIGNS

VIDEOS

UGC to Ad Conversion: Edited raw user content into a targeted, high-impact DTC social media ad.

Podcast Video Enhancement: Transformed long-form podcast audio into short, engaging video clips by adding relevant b-roll for LinkedIn and YouTube.

Full-Stack Video Production. Conceived, filmed, and delivered this 38-second product explainer for Karma Water. Responsibilities included: directing, voiceover, editing, on-screen copy, and music sourcing.

Rochester Renegades

As Head Coach of the Rochester Renegades Women's Rugby Club, I successfully guided the team through a groundbreaking inaugural season in D2, achieving significant milestones and setting a standard for excellence. The following year we made it to the Midwest Championship game and ranked in the top 16 D2 teams in the nation. As a coach, I foster an inclusive team culture, prioritizing the development of women and non-binary athletes both on and off the field.

Off the field, I am part of the social media committee, contributing to content creation and strategy. I've been instrumental in growing our Instagram following 200% in the first year I joined. We even launched a thriving TikTok presence and created multiple videos that went viral within the rugby community.

Think eye-catching roster graphics, educational coaching content, and videos that capitalize on the latest trends – that's all part of the strategy I helped develop and execute.

One of my proudest accomplishments has been bringing my marketing background to life for the team—translating professional principles into tangible results. The graphic to the below highlights some of the key tactics and outcomes.

ROC Sports Photography

In 2021, I launched Roc Sports Photography, a boutique sports photography business.

Since starting, I've been hired for soccer, hockey, basketball, rugby, and baseball games at the high school, collegiate, and adult levels.

Programs/Skills Used

Logo Design
Website Design (WordPress)
Organic Lead Generation
Sports Photography (Shot on Canon EOS-1D Mark IV & Canon EOS Rebel T7i)
Photography Editing (Adobe Photoshop & Adobe Lightroom)

Magnifi U Social Media

In addition to my course and article writing, I was brought in to help with the company's social media strategy and execution. This included mapping out content calendars, content creation, writing social copy for various platforms, and scheduling/publishing
content.

Results from November 2021-2022

600+ posts across multiple platforms
- TikTok, Instagram, Facebook, LinkedIn, YouTube, and Lomotif.

4.92 million impressions
3.31 million reach
Best performing TikTok Metrics
- 477.7K Video Views
- 20.8K Engagements
- Engagement rate: 4.36%

Magnifi U Voices Event

Transforming Online Learning into Real-World Inspiration

Challenge: Magnifi U, a new eLearning platform, needed a way to connect its digital content to real communities and inspire learners beyond the screen. As a brand still building awareness, there was an opportunity to create an in-person experience that embodied our mission of personal growth and lifelong learning.

Approach: In my first month with the company, I conceptualized and led the launch of Magnifi U Voices — our first-ever live event and an inspirational speaker series hosted in partnership with a local university. As project lead, I managed the initiative from ideation to execution, driving collaboration between internal stakeholders, external partners, and student organizations.

Key Responsibilities:

Developed and pitched the event concept and branding to secure university approval
Led a student planning committee of 10, mentoring them through event design and execution
Conducted campus focus groups and surveys to determine event theme and content direction
Analyzed student feedback to inform marketing and programming decisions
Recruited speakers, including an Olympic athlete, and provided content and speech coaching
Coordinated venue selection, audio/visual production, rehearsals, and day-of logistics
Designed branded visual assets and managed social media and PR promotion
Conceptualized and executed a student video sweepstakes to boost engagement
Oversaw post-event feedback collection and contributed to the event documentary

Outcome: Magnifi U Voices brought the brand’s mission to life — transforming our eLearning message into a dynamic, community-driven experience.

Established Magnifi U’s first-ever live event framework
Strengthened university partnerships and on-campus brand presence
Created a scalable model for future live learning events
Fostered lasting student and community engagement through authentic storytelling

D1 Training

With experience across sports and non-profits, I thrive in fast-paced environments where versatility is key.

As Facility Director at D1 Training, I wore many hats — overseeing operations while leading all sales, marketing, and social media efforts in the absence of dedicated staff.

Key Contributions:

Conceptualized and produced all sales and marketing assets (print, digital, and multimedia)
Managed the facility’s CRM, marketing automation, and POS systems
Led local marketing activations that generated over $300K in revenue within the first 10 months, launching a new fitness facility amid the COVID-19 pandemic

Example tri-fold brochure pictured to the right.

Still North Books & Bar

During the rugby off-season coaching at Dartmouth College, I wanted to pick up another job, so I started as a barista at a new local independent bookstore and bar.

Quickly, the owner, Allie, recognized my talents in social media and marketing, and I was promoted to Event & Marketing Manager. Responsibilities from my time at Still North (besides making a killer latte) included:

Designed marketing, social media, and email campaigns for an independent local bookstore
Launched and managed an online store generating $75,000+ in the first three months, helping to keep the new store open during the pandemic
Managed and promoted all virtual events, fostering a sense of community amongst our customers

Dartmouth Rugby

While coaching rugby at Dartmouth, I also managed the team's social media accounts. I led the content strategy, creation, and management of all posts. Content creation included roster announcements, game day posts, highlight reels, schedules, and more.

During my first 12 months in the position, our Facebook audience increased organically by 33%.

Programs used:

Photoshop
Adobe Premiere Pro
Canva
Splice
ElfsightApps

Varsity Rugby Academy

Wanting to provide more playing and educational opportunities for high school female athletes, I co-founded Varsity Rugby Academy, LLC in April 2019.

I was responsible for a variety of tasks, including LLC formation, logo design, website creation, hiring all staff, budgeting, marketing, e-mail campaigns, camp apparel, photography, creating the camp schedule, securing venues and dorms, and managing all social media channels.

Our first summer was a success, drawing international athletes and players from around the country. We were on schedule to surpass our registration goal in 2020 before COVID-19 hit.

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