Selected Work

Campaigns + Content Strategy

I develop audience-first campaigns and content strategies that connect the big idea to the everyday execution, bringing together research, creative direction, production, distribution, and performance.

Campaign Strategy Editorial Planning Creative Direction Content Production

Selected Campaigns

A selection of integrated campaigns, launch strategies, educational content, and social storytelling designed to meet audiences where they are.

Launch Campaign Kamin Tower campaign content

Content Strategy • Creative Direction • Production

Introducing the New Kamin Tower at UPMC Presbyterian

Developed a social content approach to build anticipation for the opening of the Daniel G and Carole L Kamin Tower at UPMC Presbyterian. The campaign brought together historical storytelling, behind-the-scenes previews, milestone content, and vertical video to introduce the new space while connecting it to the hospital’s legacy.

Campaign Planning Vertical Video Historical Content Social Copy

Health Education COVID-19 health education campaign content

Strategy • Writing • Project Management

Responding to a Public Health Crisis in Real Time

Created 300+ pieces of timely, accessible social content around COVID-19 vaccines and breaking health news, translating rapidly evolving health information into clear, audience-friendly storytelling. The strategy paired trusted UPMC clinical expertise with social-first content to help people understand complex topics when credible information mattered most. Owned community management on our social channels. In the first few months of 2020, I engaged with 121,848 inquiries, sent 2,306 responses, and directly served nearly 1,900 users. Awarded Best COVID-19 Pandemic Communications by the 2022 eHealthcare Leadership Awards.

Audience Research Expert Content Social Strategy

Content Series UPMC Life Changers employee storytelling content

Video Editing • Writing • Creative Strategy

Bringing Employee and Provider Stories to Life

Pitched a vertical-first direction for the UPMC Life Changers campaign, transforming employee stories into a repeatable format designed specifically for social. The approach combined authentic, people-first storytelling with platform-native creative to showcase the individuals and experiences behind patient care.

Storytelling Interviews Content Development

Featured Campaign

A Beginner's Guide to Mindfulness Meditation

Owned UPMC's mindfulness campaign, creating dozens of pieces of content on a trending wellness topic. Assets spanned ebooks, blog articles, to Instgram cards and video. Content earned over 25K organic engagements and drove traffic to UPMC HealthBeat blog.

Users provided their email in exchange for a digital ebook, which helped refresh and grow our marketing email address database.

My Role Strategy • Creative Direction • Production

Deliverables Social • Video • Copy • Campaign Creative

Channels Instagram • TikTok • Facebook • LinkedIn

Impact 25K+ organic engagements

My Approach

From the big idea to the final post.

Strong content strategy is more than a calendar. I connect audience needs, organizational goals, creative opportunities, and platform behavior to build ideas that are both strategic and realistic to execute.

Find the opportunity

Start with the audience, the business goal, and the cultural or platform context to identify where content can provide real value.

Shape the concept

Turn the strategic opportunity into a clear creative direction, campaign structure, content series, or repeatable social format.

Build the plan

Map the deliverables, contributors, production needs, review process, publishing cadence, and platform-specific executions.

Learn and evolve

Review performance, audience response, and production insights to strengthen the next piece of content or phase of the campaign.

Keep Exploring

Digital Content + Copywriting

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