travel blog

Courtney Lynn Muro

           data-driven creative

User-Centered Content

about me

Content
Creation

Hi, I’m Courtney—your brand’s new favorite content creator.

I’ve created content for world-famous brands like Adidas and small businesses like my own boutique, Mona Monet. Because I am the target market for the brands I work with, I bring a rare dual perspective: I understand what converts from both the brand and consumer side. I know how to earn trust, build connection, and drive action—and I know how to make that happen on camera.

My setup goes far beyond a ring light and a tripod. I shoot in a fully equipped home studio and collaborate with a production team in Medellín, Colombia when projects call for elevated visuals. For fast, local, and scrappy content, I tap into a network of creative friends and co-creators.

I only work with brands I genuinely love—so my enthusiasm comes through naturally and resonates with your audience. I specialize in food & beverage, CPG, travel, home, and experience-driven content—whether that’s in San Francisco or somewhere more far-flung.

I’ve also spent the last 7 years helping brands shape their content strategies—everything from production planning to storytelling to distribution. Read more about my content strategy work here.

About UGC

What is UGC?

UGC stands for User-Generated Content and is REAL content created by REAL consumers.

​You may be noticing your social media feeds filled with real life testimonials of brands and products and wondering why brands are doing this. Its because it works!

Don’t believe me? Here are some statistics to help you decide:

  • 79% of consumers say UGC highly influences their purchasing decisions.

  • UGC-based ads achieve 4x higher click-through rates and 50% lower cost-per-click.

  • UGC leads to 29% higher web conversions compared to traditional campaigns

HOWEVER – As few as 16% of brands have a strategy regarding user-generated content – so jump on this now and get ahead of the game

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Case Study: adidas

I created and produced the content for adidas’s Holiday campaign that launched adidas on TikTok, using a combination of paid creators and my friends. I kept the creative brief as loose as possible to give the creators full creative autonomy, while still providing ample instruction so that they could deliver content in alignment with adidas messaging, brand voice, and with our Give Joy Give Sport campaign. I was present for all except for 1 video so the creative process was collaborative in real time. adidas put $201,865.26 behind this campaign and it drove 58,679,325 impressions, 41,478 leads, and 522,539 clicks.

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UGC Samples: Photography
Mediterranean food on a blue table: hamburger, hummus, pita bread, and a diet coke
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UGC Samples: Video

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Written Word

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Writing & Storytelling

I’m a natural storyteller and enjoy writing content from all over the categorical spectrum. I have produced casual fashion blogs and I’ve written technical papers using satellite imagery as a proxy for economic development, and I write about travel & hospitality in San Francisco and all over the globe.

Click below to see some of my writing samples.

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Featured in: Thrillist

Thrillist is a dynamic digital media brand renowned for its engaging content in food, drink, travel, entertainment, and diverse lifestyle topics. I write content for Thrillist that provides millennials informative and humorous articles, offering recommendations and insights into exploring new experiences and discovering hidden gems worldwide.

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Who I’ve Worked With

Logos of brands that I've worked with
See Media Kit

What Clients Are Saying

Becca Hersh, Director of Display, Paid Social + Audiences at adidas

“I could not recommend Courtney enough when it comes to content creation. In the projects she completed for my team at adidas, she was attentive to our brand guidelines while ensuring that the concepts produced were creative and unique.

This can be a hard balance when managing work for a large global corporation and she nailed it. She spearheaded our creator-led content approach and left us with a blueprint for success that is still being used today.

Additionally, Courtney’s proactivity and ability to meet strict deadlines made her easy to work with and rely on for a variety of needs. I greatly enjoyed working with her and would do so again in a heartbeat.”

​Some stats:
​+87% improvement in website traffic volume

Sophie Mateu, SF City Director at The Nudge

“Itʼs been an absolute pleasure to work with Courtney, she is creative, hard-working, and innovative. As the SF Nudge City Director, I’ve had the chance to work with Courtney on dozens of video content pieces. She is skilled at having a pulse on the SF community, building connections with local businesses, and developing deep and meaningful stories.

Courtneyʼs content and video skills have really developed & it has been so fun to see her work grow and evolve. She dives head-first into every video she films and really unearths the story & the people behind each piece. She is reliable, always comes to the table with fresh ideas, and likes to push the boundaries of the creative.

It has been a great opportunity to be able to collaborate with Courtney and she has had a significant impact on the content at The Nudge.”

​Some Stats:
Over 10,000 Nudgers have applied, and only 3% get accepted (1% for Pro Planners)
​Courtney has the highest views of all SF contributors MoM in 2024

Delaney Lepak, Mission Rock Development Manager at Tishman Speyer

“Courtney has been a huge asset to the Mission Rock project, just south of the SF Giants’ ballpark. She helped launch both Mission Rock’s and The Canyon’s social media accounts and collaborated with us to set the foundation for the tone and messaging.

​A big goal of ours was placemaking and connecting Mission Rock with the greater neighborhood and community. She went above and beyond, collaborating with local retailers, neighbors in the city, and other influencers to help us integrate Mission Rock into the community.

​Beyond the creativity of the work that speaks for itself, she is also very organized and receptive to any feedback/tweaks to recommended work. She is a pleasure to work with and I would recommend her over and over again.”

​Some Stats:
+200% impressions on Canyon posts

Achilleas Petris, Marketing Director of Gratsi Wine

“Courtney is great to work with and I wanted to acknowledge her excellent work. As Gratsi’s Marketing Director, I have the pleasure of collaborating with her on paid social campaigns.

Courtney is our go-to person for filming great hooks and user-generated content clips. She’s got a real talent for capturing moments that grab your attention in a world of endless scrolling. Her consistent work has seriously boosted our online presence, leading to more engagement and sales. She’s reliable, responsive, and super creative, making every project a breeze.”

​Some Stats:
Impressions of Ads: 12,318,445
People Reached: 4,111,704
Average Cost per Purchase: $42.54
CPM: $16.06
Average Hook Rate: 18.84%

Noam Giras, Partnerships Team Lead at mixit

“Collaborating with Courtney has been a pleasure. Her ability to craft compelling hooks is seriously impressive, giving her content that scroll-stopping edge you need in today’s digital landscape. Through engaging visuals, Courtney effortlessly retains the attention of audiences, leading to higher engagement rates. Working together was seamless, and enjoyable, and we look forward to the opportunity to team up again down the line!”

​Some Stats:
Hook Rate: 28.75%
CTR: 3.5%

services

Using myself as a model in my home studio is easiest and quickest, but I use friends, including men, as well. And if we want to scale I can tap into my teams in California and Medellin, Colombia

  • Video: Lifestyle, branding, commercial, or TikTok-style
  • Still life images: Lifestyle, hype videos, B2B events, product photography, engagement shoots + editing
  • Writing:  Concepting, scriptwriting (co-writing or solo) & storyboarding, copy writing, reporting, articles
  • Organic or paid content
  • Whitelisting
  • Voiceovers & talking head
  • and more!
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