United Way of New York City
Joining UWNYC's marketing and communications team, I brought a higher standard of creative thinking to every campaign, channel, and touchpoint. From advocacy work to year-end fundraising, I led design and creative strategy across print, digital, social, web, events, and experiential, helping elevate the organization's visual presence and deepen its connection with donors and communities across New York City.
Sr.ArtDirector / Creative Strategist
Scope: Print, digital, social, web, events, experiential, OOH, video
Impact: Raised the creative bar across marketing and communications, expanded audience reach, and contributed to significant year-over-year growth in donations and campaign performance
Role: Art direction, creative strategy, campaign development, brand elevation, cross-functional leadership
DON'T TAKE OUR PLATE
When proposed federal cuts threatened SNAP benefits and food pantry funding across New York City, I originated this campaign to make a policy crisis feel immediate and personal. The people most affected deserved to be seen and heard, not reduced to a policy number.
The creative ran on two fronts — bold paid social visuals and raw, unscripted videos from our community-based partners speaking in their own words. It was not a campaign. It was real people telling the truth.
The bill passed before we could see it through. But what we built did not go away.
My Role: Originated the campaign platform and led all creative direction, strategy, and execution across social, digital, and video.
DON'T TAKE OUR HOPE
Four months later, as year-end fundraising season approached, I proposed expanding the emotional platform we had built into something larger. Not just about food. About everything New Yorkers stand to lose when the systems that support them are dismantled. And everything they fight for every single day.
Don't Take Our Hope became UWNYC's most ambitious integrated campaign to date. Social. Digital. Video. And for the first time in the organization's history, a full New York City subway campaign, including a 125th Street station takeover.
The results speak for themselves.
15 million total impressions, up +421% year over year
+681% engagement growth across platforms
10 million press impressions from 12 top-tier media placements, up +500%
Overall giving up 36% year over year
Campaign directly influenced 47.5% of total revenue, a +173% increase
My Role: Originated the campaign platform, led all creative direction and visual development, and drove execution across every channel from social and digital to outdoor and subway.
SOCIAL POSTS
SUBWAY ADS
20TH ANNUAL POWER OF WOMEN TO MAKE A DIFFERENCE AWARDS LUNCHEON
A milestone anniversary deserves milestone creative. I was responsible for the creative direction, strategy, and execution across social animations, email, landing page, event design, and an in-room video celebrating every honoree from all 20 years of the luncheon.
The strategy was intentional. The honoree animation launched on social and in emails weeks before the event, so by the time guests arrived at the Ziegfeld Theater, they already felt connected. Walking in to see their image on a large screen alongside the 20th anniversary design stopped people in their tracks. Honorees posed for photos next to their profiles. The energy in that room was real and it translated directly into generosity.
The luncheon raised $1.7 million.
My Role: Responsible for all creative direction, creative strategy, and execution across social, web, event design, printed materials, the 20-year logo, and anniversary honoree video series.
SOCIAL MEDIA
Where strategy meets culture and community shows up.
Instead of the usual Women's History Month content, I pitched a campaign built around the real stories of the women already inside our organization. Staff and board members shared their journeys to New York City — why they came, what was hard, what kept them here. The format was inspired by Humans of New York, and the content hit differently because it was authentic and personal.
The board did not just participate, they shared it. That alone expanded our reach, brought new followers, and drove traffic back to our website.
9,629 impressions
468 engagements
My Role: Identified an opportunity to turn our own community into the campaign. Pitched the concept and built the creative strategy behind it. When our Social Media Manager connected with the idea, the name HerStory was born out of that collaboration — and that kind of creative buy-in is what makes a campaign actually work
HERSTORY — WOMEN'S HISTORY MONTH
Physical books were having a moment with Gen Z and millennials, and I wanted UWNYC to be part of that conversation. “Summer Staff Picks” was our take on BookTok — staff sharing what they were reading that summer, interviewed on camera by our Gen Z intern, Yan. Her energy made it feel completely native to the platform. It became one of our most liked, commented, and shared series, right up there with “HerStory”.
~10,800 impressions
~525 engagements
My Role: I identified a cultural moment that aligned with our audience and built a content strategy around it. Brought in our Gen Z intern to make it feel authentic on camera and partnered with our Social Media Manager on execution to bring it to life.