Backal Hospitality Group
Senior Digital Marketing Manager, Creative + Production Lead
New York City / Remote | 2022–2024

Backal is a hospitality group with an eight-brand portfolio across restaurants, bars, and events. I worked as the in-house creative and production lead. My job was to translate what was happening on the ground (seasonal priorities, programming, design changes, and revenue moments) into a cohesive visual world and a set of tools operators could actually use.

What I owned
Creative direction and brand standards across digital, print, and in-venue touchpoints.

Production + content direction

Planned and directed photo/video needs around seasonal moments (patios, new menus, interior updates, live music, special programming).
Built shot lists and capture plans to match what we were promoting, not just what looked pretty.
Coordinated quarterly campaign-level shoots (typically 2–4 per quarter), plus a steady cadence of weekly capture.
Managed selects and quality control so final assets stayed consistent across brands.

Launch support

Designed and delivered menus, event collateral, and promo toolkits that supported ongoing programming.
Kept web pages current and aligned with what was live in venues.
Built repeatable workflows so launches could happen quickly without losing polish.

If you’re hiring for a role that sits between brand and operations, this work is the clearest example of how I operate: concept first, standards always, and execution that holds up in the real world.