Empowering Health, Every Day
I led the transformation of a legacy fitness brand into a digital-first identity, driving engagement and aligning content with business goals through strategic vision and cross-functional leadership. By mentoring a design team, I inspired confidence and fostered their growth in photography and video production, empowering them to recognize their potential and bring creative work in-house, saving an estimated $10,000–$20,000 annually.
Deliciously Captured:
Recipes for Vitality
I captured the photography for each recipe, designed social media posts, and developed SEO-engaged blog posts. These visuals and stories were shared to inspire healthy eating and bring the community closer to their wellness goals, increasing social shares by 20%.
Shaping the Brand:
Product, Service, & Lifestyle Photography
I spearheaded in-house photography for products, services, and lifestyle campaigns, training designers to adapt professional techniques. These assets powered email, social, and membership promotions, driving 10% higher conversions while saving costs by reducing reliance on external photographers.
Buzzing with Engagement:
Email Strategy
I led the “Member Buzz” email series, building a data-driven content strategy and scalable design system that boosted member engagement by 23.3% through personalized, segmented campaigns.
Innovating Wellness:
Social Media Content Strategy
I pioneered a social media strategy, testing carousels, GIFs, and videos. Leading my team to master digital design, I used A/B testing and Google Analytics to optimize content, like animated workout posts and teasers, boosting engagement by 18% and keeping the brand relevant.
