Brand Work
I build brands from concept to scale, across hospitality, retail, experiential pop-ups, and independent ventures. My work spans brand identity, marketing leadership, physical build-outs, and full-funnel digital strategy.
BACKAL HOSPITALITY GROUP
Senior Marketing Manager, Creative Lead | 2022–2024
First marketing hire across an eight-brand hospitality portfolio. Built brand guidelines from scratch, launched the creator affiliate program, owned end-to-end digital marketing — social, web, print, campaigns — and grew the team from one to four. Reported directly to COO and CEO.
Versa NYC
MIDTOWN MANHATTAN · SPORTS BAR, ROOFTOP, RESTAURANT
Creative direction, brand guidelines, social strategy, campaign photography, menu design, seasonal promotions. Grew Instagram from 4K to 12K.
KIPS BAY · FINE DINING ON THE EAST RIVER
Seasonal menus, photography, WordPress site management, creator partnerships, flyers, spec sheets. Also managed marketing for sister coffee shop.
Riverpark
Cellar Dog
WEST VILLAGE • UNDERGROUND JAZZ & POOL HALL
Built the brand's digital presence from zero and developed ongoing programming partnerships that gave the venue a distinct cultural identity.
KIPS BAY · HIGH-END EVENT & CONFERENCE VENUE
Marketing collateral, digital assets, materials for new location launches. C-suite and corporate event hosting.
Apella NY
INDEPENDENT & FREELANCE
BABYBAR
Conceived and launched a fully immersive pop-up bar from an abandoned 131-year-old garage. Owned the full arc: concept, visual identity, bar build-out, drink development, partnerships, and on-site operations.
Nectar
MOSCOW, IDAHO · FARM-TO-TABLE RESTAURANT
Former GM, returned as brand and marketing lead. Photography, social, website management, seasonal menus, experiential programming. Independent.
The Monarch Mercantile
MOSCOW, IDAHO · BOUTIQUE WITHIN MONARCH MOTEL
Full brand identity: logo, visual system, collateral. Website management, seasonal activations, promotional strategy. Independent.
FOUNDATIONAL WORK
Brilliant Earth, SF
E-commerce photography, product copy, site merchandising. Managed hundreds of product pages across a national luxury jewelry brand.
The Perfect Sip
First marketing hire at a wine subscription startup. Helped develop the brand from scratch: website, collateral, social, vendor negotiation. Launched the monthly tasting event series.