Social media is a space for one to one connection. I believe in relationships over followers, in experiences over likes, in feelings and stories over marketing hacks. I’ve helped brands find their digital, personal voice (think Sweetgreen, Entertainment Weekly, Passion Passport, and more). I’m happy to see how I can help you express your truth through digital storytelling.
STRENGTHS Content strategy and curation / Art direction / Editorial concepting / Design thinking
In other words, I kick ass at emotional, curatorial storytelling that brings people together and makes them feel real things.
BRANDS Architizer / Creative Mornings / Passion Passport / Entertainment Weekly / Sweetgreen / Refinery29 / J.Crew & Madewell / Thakoon
In other words, I work with brands with deeper stories that get people excited to engage with them, building meaningful relationships, tighter communities and elevated designs.
My social media storytelling is driven by authenticity and community.
I'm always asking, "how does the medium of the content engage every individual that finds this story?" This involves epic visuals, striking copy, and a connection to the unique audience.
I make content that is social-first, and meets people where they are so people actually engage with it. I've managed social media strategy and social content direction for sweetgreen and Entertainment Weekly, spearheading their visual platforms of Instagram, Pinterest and Snapchat.
During Comic-Con 2016, I managed a team in NYC to distribute over 400+ EW.com stories across FB, Twitter, Instagram, Tumblr, and Pinterest. The result: EW's social media drove the highest social media interactions (5M) over 4-days for the brand.
I've also been a vital part of social media teams at Refinery29, J.Crew, Madewell, Yahoo, and NBCUniversal.
SOME READING
> An interview on how I innovated the "digital sweet touch" at sweetgreen.
> As an aesthete, I've been interviewed for my personal Instagram photography tips.
> Biz Vision with Alaska Tracy: NYC Social Media Expert Erin Kim Podcast Interview
At Entertainment Weekly, I innovated unique Snapchat stories that drove the brand's creativity forward in a way they had never done before.
For their 60k+ Snapchat following, I scripted, produced, filmed more than 15 narratives (1-3 mins each) to drive more excitement around their weekly cover launches. Stories were inspired around Mr. Robot, The Walking Dead, Star Wars, Nick Jonas, and more.
I relaunched their Soundbites and managed the process of creating a template for shareable visual quotes. I worked with the creative and editorial teams to create a sustainable solution for translating the magazine's aesthetic to social media.
As a visual curator, I've directed some of the most engaging and mission-driven storytelling for sweetgreen.
I balanced engagement and education by using inspiring, yet hunger-inducing imagery. I art directed freelance photographers and designers to create stunning, Instagram-first campaigns for their Sweetlife music festival 2016, partnership with Blue Hills Stone Barns' Dan Barber #getwastED, NYFW, new market openings #sweetgreenLA, Holiday BOGO campaign #bepresent, and more.
Knowing Instagram is where sweetgreen's audience was ripest, I leveraged that platform's community. At Madewell, I ideated their first-ever Instameets during their #denimmadewell campaign in 2014. A year later at sweetgreen, I directed the brand's first-ever Instameets in Philadelphia and L.A. to celebrate the opening of new flagship stores. I brought local creative storytellers, influencers, and top sweetgreen customers to farms where the stores sourced apples (Philly) + goat cheese farm (LA), directing a low-lift 360 experience meaningful for everyone involved.
The event fostered community and illustrated sweetgreen's story of 'real people, real food' in a lasting, emotional way becoming one of the brand's strongest storytelling moments of 2016. Each event hosted 20 invited guests. Each Instameet created over 2 million+ digital impressions.
See photos and stories from #sginstameetLA and #sginstameetPHL.
On Snapchat, I pioneered their storytelling by showing the actual local farms where ingredients came from. I made making and eating salads full of life with their first takeovers by internal staff across cities + national digital influencers.
