I’m a creative-yet-data-savvy Content Strategist and Producer with a proven track record of building playful, high-performing content ecosystems across travel, lifestyle, and hospitality. Equal parts editorial brain and brand storyteller, I specialize in developing scroll-stopping campaigns that blend cultural relevance, SEO insights, and audience psychology.

From concept to production, I bring a sharp eye for visuals, a journalistic approach to voice and narrative, and a deep understanding of what drives engagement across TikTok, Instagram, YouTube, and media. I’ve become fluent in the full content pipeline — ideation, scripting, shooting, editing, writing, and analytics, buy working with major brands like adidas and Shutterfly, as well as pre-launch brands. I know how to make ideas land and resonate.

Let’s make content that people want to share.

Publicist & Social Media Marketing Manager

January 2025 – Present

&co pr • San Francisco Bay Area

Boutique public relations & marketing firm, specializing in the food & hospitality industries.

• Develop multi-channel storytelling for San Francisco establishments and celebrity chefs such as Tyler Florence and Nelson German in collaboration with Draymond Green of the Golden State Warriors

• Work cross-functionally with PR, creative, and analytics teams to produce and pitch content that aligns with stakeholder goals and policy shifts, focusing on the sentiment of our audience. 

Reporter & Social Media Content Creator

April 2024 – April 2025

The Bold Italic • San Francisco Bay Area

Advanced Digital publication covering San Francisco’s culture, food, events, and unique local experiences.

• Collaborate with the Editor-in-Chief to align content strategy with the brand’s vision, ensuring cohesive storytelling across web, social media, and newsletters

• Research, develop, and produce timely articles on San Francisco culture and news for web, social, and newsletters for both The Bold Italic brand and our political advocacy group, Grow SF

• Capture photography and videography at events ranging from Castro night markets to red-carpet premieres, integrating visuals with writing for a dynamic multimedia approach, through web and social media.

       SFSF 

Social Media Marketer & Content Creator

February 2022 – April 2024

Mission Rock Project • SF Giants | San Francisco 

Mission Rock is San Francisco’s newest waterfront neighborhood development created by the SF Giants, global real estate firm Tishman Speyer, and the Port of San Francisco.

• Served as principal photographer and videographer, facilitating photoshoots for real estate, lifestyle, and interior design content for two residential buildings, 15 retailers, and more than 35 community events.

• Grew Mission Rock’s digital presence to over 10 million impressions in two years through strategic social media campaigns, community management, and influencer partnerships in collaboration with the San Francisco Giants, our retailers, and the Bay Area community.

‘s’sadid       SFSF 

Performance Marketing Manager – Paid Social & Display

April 2021 – January 2022

adidas • Portland, Oregon 

Global leader in sportswear and lifestyle apparel with operations in over 160 countries and generating billions in annual revenue.

• Managed adidas North America’s lower-funnel social media marketing strategy and execution, constantly testing and optimizing for both top- and bottom-line growth of our channels. 

• Yielded 3x ROAS on $1m adidas holiday campaign by launching adidas performance marketing on TikTok.

‘s’sadid       SFSF 

Community Manager & Head of Strategic Partnerships

February 2020 – April 2021

Alchemist Accelerator • San Francisco  

Premier Silicon Valley–based startup accelerator focused on enterprise and B2B ventures.

• Acted as lead photographer for B2B marketing content.

• Increased cohort fundraising amounts by ~+10%, and +30% connections by managing rotating accelerator programs, coordinating and nurturing a community of 30k B2B start-ups, mentors, venues, strategic partners, & alums.

Online retailer specializing in personalized photo products and custom gifts.’s’sadid       SFSF 

Social Media Marketing Manager

September 2019 – January 2020

Shutterfly • San Francisco Bay Area  

Online retailer specializing in personalized photo products and custom gifts.

• Delivered a +12% YoY revenue by managing cross-functional marketing projects and driving roadmap.

• Generated >$1m managing influencer campaigns and executing content calendar &media for owned campaigns, increasing engagement by 19% within 3 months through targeted enhancements.

University of California, San Diego

Master of Global Policy & Strategy

June 2016

Quantitative-heavy Master’s degree with a focus on writing policy, data collection, implementation, and visualization, impact evaluation, geospatial statistical analysis, Spanish language, and managerial, business, and international economics. Designed an impact evaluation for USAID and completed 2-year Quantitative Methods & Applied Statistics certificate (STATA). Click here to see academic research projects. 

Content & Marketing

Content strategy, design and production, writing and storytelling, community & strategic partnerships, marketing analytics & AB testing, social media, Adobe suite, photography & videography, influencer marketing, public relations 

Design

User-Centered Design, Customer Journeys, Content Frameworks, Figma, Learning Sketch & Adobe Xd, Web and Mobile Design, Distilling Complex Topics into Digestible Content, Designing Content for Educational Products

Data Analysis 

STATA, Excel, Pivot Tables, SQL, R, Google Analytics, ArcGIS/Google Earth Engine, Statistical Analysis