Select Works

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.

Creator partnerships + performance marketing

  • Built the creator affiliate program from scratch across the portfolio — sourcing, outreach, negotiation, briefs, content approvals, and ongoing relationship management.

  • Piloted at one venue, refined the framework, then scaled it across multiple brands. Tracked everything in Google Sheets before any platform was in place.

  • Designed campaigns with UTMs, unique booking links, and promo codes so we could actually measure what was working and shift budget accordingly.

  • Managed a rotating roster of creators, matching talent to brand objectives and coordinating comp structures and performance incentives.

Strategy + reporting

  • Translated performance data, consumer behavior, and seasonal trends into creative direction and content strategy across channels.

  • Aligned KPIs by objective — awareness, first-time visits, repeat engagement, conversions — and built post-campaign recaps to guide future decisions.

  • Reported directly to VP and CEO on marketing performance and quarterly planning.

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.

This role was brand, strategy, production, and partnerships all at once. If you're hiring someone who can build the system and make the work, this is how I operate.