Erin puts authenticity and community at the forefront of social media storytelling. She constantly asks, "how does the medium of the content engage every single person that comes across the story?"
Erin has managed social media strategy and digital creative direction for sweetgreen and Entertainment Weekly, specializing in visual platforms like Instagram and Snapchat.
During San Diego Comic-Con 2016, Erin managed digital content distribution of over 400+ EW.com stories across FB, Twitter, Instagram, Tumblr, and Pinterest, managing two assistant social media editors in NYC. EW's social media drove the highest social media interactions (5M) over 4-days for the brand.
Erin has also worked with social media content managing teams at Refinery29, J.Crew, Madewell, Yahoo, and NBCUniversal.
At sweetgreen and Entertainment Weekly, Erin innovated unique Snapchat stories that drove the brand's creativity forward.
She pioneered sweetgreen's Snapchat storytelling by illustrating journeys to local farms, the making of salads, behind the scenes moments, and the brand's first takeovers by internal staff across cities + national digital influencers.
For Entertainment Weekly's 40k+ Snapchat following, Erin scripted, produced, filmed 15+ short narratives (1-3 mins each) and engaging narratives around their weekly cover launches - Mr. Robot, The Walking Dead, Star Wars, Nick Jonas, and more.
INSTAGRAM CONTENT STRATEGY
As a visual curator, Erin has directed some of the most engaging content for brands like sweetgreen and Entertainment Weekly. She leverages the excitement around specific topics with a lens for unique storytelling.
At EW, she helped lead their Soundbites relaunch and established a visual quotes template, working with the creative and editorial teams to create a sustainable solution for translating the magazine's aesthetic to social media.
At sweetgreen, Erin balanced engagement and education by using inspiring, yet hunger-inducing imagery. She art directed freelance photographers and designers, created eye-capturing, Instagram-first campaigns such as #sweetlife2016, #getwastED, #sgNYFW, #sweetgreenLA, #sginstameetLA, #bepresent, and more.
Instameet – noun: a community-oriented event where photographers or generally curious citizens gather for a uniquely immersive, shareable experience.
While at Madewell, she ideated their first-ever Instameets during their #denimmadewell campaign in 2014. A year later while managing social at sweetgreen, Erin directed the brands first-ever Instameets in Philadelphia and L.A. to celebrate the opening of new flagship stores. She brought local creative storytellers, influencers, and top sweetgreen customers to farms where the stores sourced apples (Philly) + goat cheese farm (LA). The event fostered community and illustrated the brand story in a lasting, meaningful and productive way becoming one of the brand's strongest storytelling moments. Each event hosted 20 invited guests. Each Instameet created over 2 million+ digital impressions.