Building a Brand from the Ground Up
Launching my own business from the ground up demanded more than just an idea—it required a strategic and disciplined approach to marketing. With no prior audience, I conceptualized and executed every element of the brand's growth strategy on Instagram, including content creation, video production, advertising campaigns, and performance analysis.
My role encompassed:
Full creative direction and execution of video content
Strategic development of Instagram ads and promotional materials
Consistent brand storytelling across all posts and reels
Data-driven analysis to track performance and optimize engagement
In six months, I grew the account from zero to over 1,100 followers, achieving more than 10,000 profile views per month. These results were obtained organically, using precision targeting, high-quality content, and agile campaign adjustments tailored to audience behavior.
This portfolio section showcases the marketing expertise behind that growth—from concept through execution—illustrating how a solo effort led to a compelling digital presence and measurable results.
Scaling Digital Engagement for Club Pilates
As the social media marketer for Club Pilates, I took the lead in shaping and elevating the studio’s digital presence—transforming Instagram into a high-performing marketing channel that now drives over 100,000 profile views per month.
My responsibilities included end-to-end content strategy, video production, and community engagement. By deeply understanding our target audience and staying ahead of wellness and fitness trends, I ensured our content remained relevant, visually engaging, and aligned with brand values.
Key contributions:
Full creative direction and execution of Instagram Reels, stories, and posts
Development of a content calendar that balanced promotional, educational, and community-driven posts
Relationship building with clients and members to create authentic, people-centered content
Trend analysis and real-time adaptation to maximize visibility and reach
Strategic use of hashtags, captions, and storytelling to improve engagement and video performance
Several videos reached hundreds of thousands of views, organically expanding our audience and boosting brand recognition within the local community and beyond. By focusing on what resonates—real people, real results, and relatable fitness content—I positioned Club Pilates as both an aspirational and approachable wellness destination.
Revitalizing a Retail Brand: Plato’s Closet Instagram Strategy (2019–2020)
As the sole content creator and Instagram manager for Plato’s Closet, I was given full control over the store’s social media direction during a pivotal time of rebranding and digital engagement growth. From 2019 to 2020, I transformed the page into a vibrant, trend-driven hub that authentically reflected the voice of our Gen Z and Millennial shoppers.
With a fresh, fashion-forward approach, I elevated monthly profile views from under 500 to a consistent 2,000–6,000 views, driving foot traffic and increasing visibility within the local community.
Core responsibilities and accomplishments:
Full creative control over the Instagram page, including strategy, planning, and posting
Developed a consistent visual style aligned with current youth fashion and resale culture
Produced all photo and video content in-house—styling outfits, directing shoots, and editing reels/stories
Created themed campaigns and trend-based posts that encouraged user engagement and shares
Introduced story highlights, weekly outfit drops, and “staff picks” features to humanize the brand
Analyzed engagement data to refine post timing, content formats, and captioning strategies
Through originality and a deep understanding of what resonated with resale shoppers, I successfully re-energized the brand’s digital presence—positioning Plato’s Closet not just as a resale store, but as a destination for affordable, on-trend fashion inspiration.
This work laid a foundation for sustainable digital engagement and demonstrated how thoughtful content curation can reshape a brand’s voice—even at the local retail level.