RESUME

Social strategist and brand creative with 10 years building fashion and luxury brands. I help brands define their voice, understand who their customer is and what they are looking for, tap into cultural moments, and reach new audiences with content that is thoughtful, beautiful and brand right. Specialized in social strategy, creative direction, influencer and PR strategy, and content-to-commerce pipeline.

Social Media Consultant & Creative Director

Fair Warning (Private Luxury Art & Collectibles Auction Platform), April 2026 - Present

  • Grew Instagram from 11k to 27k followers (+145%) in six months, through organic viral content and a targeted influencer and collector strategy.

  • Set the social strategy, tone and voice for the brand, translating blue-chip art and collectibles into culture-forward storytelling for a new generation of collectors. Own Instagram end to end: lot storytelling from inception, video shooting and editing, copywriting, captions, publishing and targeted instagram ads.

  • Art Direct, produce, and pitch all social content. Generating tens of millions of views and producing record breaking sales.

  • Built content campaigns for headline sales, including Banksy’s Girl with Balloon ($18M), Andy Warhol’s Skull series and Keith Haring’s subway drawings.

  • Drove social, influencer and PR strategy for the Impossible Couture Collection, breaking auction records for Alexander McQueen’s Armadillo boots, the YSL Mondrian dress and Alaïa. Earned coverage in Vogue, Vanity Fair, WWD, W Magazine and Harper’s Bazaar. 

Selected Clients

  • SKY TING Yoga: Developed & Launched TikTok strategy and content series driving 300% follower growth. Provide instagram creative direction, BTS content shooting, social content management & production.

  • Tory Burch: Advised on Gen Z engagement strategy and TikTok commerce initiatives for seasonal campaigns. Fall 2025.

  • Mejuri: Built Valentine’s Day 2025 TikTok content strategy, creating viral moments and exceeding sales expectations.


FAVORITE DAUGHTER. 2021-present

New York City & Los Angeles

Head of DTC & Brand Experience, 2025-present

  • Own brand experience and the full DTC channel for the label co-founded by Erin and Sara Foster, driving $45M+ in annual sales across ecommerce and two stores with 50%+ year-over-year growth.

  • Architect social-first product launches that create viral moments through strategic seeding across 200+ creators and influencers. Build social and content strategies that tell the brand’s story and grow its community.

  • Lead digital marketing, customer acquisition, retention and engagement, using performance and customer insights to find new customers and deepen relationships with loyal ones.

  • Opened flagship stores on Madison Avenue and in Beverly Hills, producing grand opening events (500+ attendees), PR activations and brand partnerships.

  • Execute brand partnerships and pop-ups with the Colony Hotel Palm Beach, Estée Lauder, Netflix and Shopify HQ in SoHo, iHeartMedia, and trunk shows across the country.

Senior Buyer & Planner. Commercial Strategy & Brand Management, 2022-2025

  • Shaped brand direction and assortment through trend reports and cultural analysis, partnering with Design and Product Development on four seasonal collections with monthly drops. Reported directly to the CEO and Co-Founders.

  • Launched footwear, accessories, fragrance and brand collaborations, including exclusive collections with Moda Operandi, Rent the Runway and Nordstrom. Drove 100%+ YoY growth across DTC and wholesale and improved margin 20% YoY.

  • Led and mentored a team of 3 young professionals.

ALIX OF BOHEMIA, New York, NY

Head of Merchandising & Operations, 2021 - 2022

  • Grew ecommerce +200% year over year for the luxury label by elevating digital content, imagery, product launches and marketing. Reported to the Founder and CEO and managed 7 direct reports.

  • Secured representation by luxury showroom Findings, Inc., growing wholesale from $300K to over $1M per season through market weeks in NYC, Paris and Los Angeles, with distribution to 90+ retailers on 4 continents.


WALMART ECOMMERCE, New York, NY

Category Manager, Women’s Denim, 2019-2021

  • Grew a $40M+ denim category 30% YoY through editorial content, SEO, affiliate and influencer marketing, and launched Levi’s on Walmart.com.

MACY’S INC., New York, NY

Assistant Buyer, Executive Development Program, 2017-2019

  • Launched Timberland, Volcom and Converse for the division, driving $2M+ to plan through brand launches and digital merchandising.

Education

University of Wisconsin, Madison

B.A., Journalism - Strategic Communication

Minors in Business & Digital Studies


Northwestern University – Kellogg School of Management

AI Applications for Growth

Post-Graduate Certificate

Skills & Interests

Social & Creative: Social strategy, creative direction, brand voice and storytelling, influencer and PR strategy, video content creation and editing, photo editing.

Tools: Instagram, TikTok, RedNote, Klaviyo, Shopify, Adobe Tools, Descript, ElevenLabs, CapCut, Affinity, Adobe Creative Suite, Google Analytics, Looker, SAP, Microsoft Office, AI.

200-hour certified Yoga teacher, trained at Sky Ting Yoga in NYC.