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
Role: Art direction, creative strategy, campaign development, brand elevation, cross-functional leadership
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
DON'T TAKE OUR PLATE
Goal: Make a federal policy crisis feel immediate and personal, mobilizing New Yorkers to protect SNAP benefits and food pantry funding before proposed cuts took effect.
What I made: A bold paid social campaign featuring the faces of people directly affected — food workers, nurses, grandmothers — and a series of community partner videos filmed in their own words about what these cuts would mean for the neighbors they serve.
How I approached it: The creative ran on two deliberate fronts. Static paid social for broad reach and emotional immediacy. Community partner videos for authenticity and credibility. The second was the most powerful — real people telling the truth about what was at stake. It was not a campaign. It was testimony.
Results: The bill passed before the campaign could run its full course. But the platform and creative foundation built here became the strategic launchpad for Don't Take Our Hope.
My Role: Originated the campaign platform and led all creative direction, strategy, and execution across social, digital, and video.
DON'T TAKE OUR HOPE
Goal: Build on the momentum of Don't Take Our Plate and create UWNYC's most ambitious year-end fundraising campaign to date, reaching New Yorkers across every channel including, for the first time, the NYC subway.
What I made: A fully integrated campaign across social, digital, video, email, and outdoor advertising, including a full 125th Street subway station takeover, the first in UWNYC's history.
How I approached it: Expanded the Don't Take Our Plate platform from a single issue to a broader statement about everything New Yorkers stand to lose and everything they fight for every day. The creative stayed emotionally grounded while scaling across every channel and format. Consistent visual language and messaging across outdoor, digital, and social ensured the campaign felt unified at city scale.
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
Goal: Create a milestone creative campaign worthy of UWNYC's 20th anniversary luncheon, building anticipation before the event and driving donor engagement in the room.
What I made: A full creative campaign across social, web, event design, and printed materials, anchored by an animated video series celebrating every honoree from all 20 years of the luncheon. The series launched across social and email in the weeks leading up to the event.
How I approached it: The strategy was intentional sequencing. Get honorees and donors emotionally invested before they walked through the door. By the time guests arrived at the Ziegfeld Theater, they had already seen their own image or their colleagues' images on social. Walking into a room where that image was now on a large screen alongside the 20th anniversary design made the moment feel historic. Honorees stopped to take photos. The energy translated directly into generosity.
Results: The luncheon sold out at 650 guests and raised 1.7 million dollars.
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 social animation series.
SOCIAL MEDIA
Where strategy meets culture and community shows up.
Goal: Create a Women's History Month social campaign that felt personal, culturally relevant, and built a stronger relationship between UWNYC's social audience and its board members.
What I made: A multi-post social series inspired by the Humans of New York storytelling format, featuring women from UWNYC's staff and board sharing their journeys to New York City in their own words.
How I approached it: Identified an opportunity to turn our own community into the campaign. Used structured prompts to surface authentic lived stories around identity, immigration, and resilience. Transformed responses into cohesive first-person narratives that felt native to social platforms and impossible to scroll past. Board members were not just subjects — they became active distributors, sharing the content across their own networks.
Results: 9,629 impressions and 468 engagements. Board participation expanded reach beyond existing followers and drove new traffic to the UWNYC website.
My Role: Identified the opportunity, pitched the concept, and built the creative strategy behind it. Campaign title developed collaboratively with the Social Media Manager.
HERSTORY — WOMEN'S HISTORY MONTH
Goal: Insert UWNYC into a relevant cultural moment around Gen Z and millennials returning to physical books, growing social engagement and brand personality.
What I made: A staff-driven video series featuring UWNYC employees sharing what they were reading that summer, interviewed on camera by our Gen Z intern in a format native to BookTok culture.
How I approached it: I identified a cultural moment that aligned with our audience and built a content strategy around it. Bringing in our Gen Z intern to conduct the interviews made every post feel authentic and platform-native rather than produced. The format was warm, conversational, and completely on trend.
Results: Approximately 10,800 impressions and 525 engagements. One of UWNYC's highest performing social series in likes, comments, and shares alongside HerStory.
My Role: I identified the cultural moment, designed the concept around it, and brought in our Gen Z intern to make it feel authentic on camera. Partnered with our Social Media Manager on execution to bring it to life.