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Marketing Coordinator &
Social Media Manager
Social Content & Campaign Storytelling
portfolio
Context
Collaborated with singer-songwriter Haley Joelle on social-first content and creative direction, supporting the development of a cohesive visual identity across digital platforms.
Insight
Music audiences connect most deeply with artists through emotionally driven, intimate, and visually cohesive storytelling, especially across TikTok and Instagram. Haley is a singer-songwriter, meaning her story is at the forefront of everything she does. This needed to be highlighted to a further degree in order for her content to resonate with her audience.
Execution
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Concepted and refined short-form video content (Reels/TikTok)
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Supported visual direction to align content with her artistic identity
Outcome
Helped build out Haley's visual story and improved engagement across social platforms by developing content that felt more personal, relatable, and aligned with audience behavior.
8% increase in primary engagement
3% increase in secondary engagement
10% increased reach
Context
Supported the U.S. launch of BioLouve, a skincare brand entering a highly saturated market, through social-first content strategy and founder-led storytelling across TikTok and Instagram.
Insight
For emerging beauty brands, people connect with people before products.
Founder-led content builds trust, credibility, and awareness faster than traditional product-first marketing, especially in early-stage growth where credibility and brand awareness are pivotal to success.
Execution
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Concepted and refined short-form video content (Reels/TikTok)
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Leveraged personal storytelling, education, and behind-the-scenes moments to humanize the product and create early audience connection
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Contributed to consistent posting cadence and content rollout during launch phase
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Conducted influencer outreach & identified American partnerships
Outcome
Improved engagement by developing content that prioritized education and relatability, encouraging audience interaction and deeper interest in the brand. Clear and cohesive content direction during launch, helped define BioLouve’s voice and positioning within the competitive skincare space.
22% increase in primary engagement
18% increased brand awareness
15% increase of followers
Context
Collaborated with Will Linley on socials, supporting the development of a digital presence that reflects both his global appeal and South African connection, aligning him with his target audience.
Insight
Artists with international audiences stand out when they lean into specificity over sameness, using cultural identity as a point of connection rather than dilution. Leaning into his persona of being silly, in a charming way. Focused on moments that highlighted authenticity, warmth, and emotional openness, while maintaining a cohesive and recognizable tone across platforms.
Execution
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Concepted and refined short-form video content (Reels/TikTok)
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Crafted hooks and captions that emphasized emotional specificity and relatability
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Curated grid consistency & visual cohesiveness
Outcome
Helped shape a more distinctive and emotionally resonant social presence, reinforcing Will Linley’s identity as an artist with both global reach and a clear personal voice.
10% increase in followers
5% more engagement across posts
Social Management, Grid Design & Branding
Context
Supported the evolution of Dojohouse’s social presence by developing a more cohesive and elevated visual identity aligned with its position as a creative production company. Built out their visual identity across Instagram, TikTok, and LinkedIn, highlighting a unified but creative voice through graphics, imagery and cadence.
Insight
In the production industry, brands are judged by their visual output first. A fragmented or inconsistent social presence weakens perceived creative authority, while a unified aesthetic builds credibility and trust.
Redesigned the visual direction of Dojohouse’s social platforms to create a more consistent and recognizable brand presence. Focused on building a scalable content system that balanced creative flexibility with strong visual cohesion, ensuring all content reflected the brand’s production-level standards.
Execution
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Concepted and refined short-form video content (Reels/TikTok)
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Developed visual templates for Instagram (grid posts, story formats, branded assets)
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Established a cohesive aesthetic direction aligned with industry standards
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Managed content calendars and structured weekly content rollout
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Coordinated influencer partnerships and integrated content into overall strategy
Outcome
Elevated Dojohouse’s social presence through a more unified and professional visual identity, strengthening brand credibility and creating a scalable system for consistent, high-quality content.
7% increase in followers
3.5% more engagement across posts
Creative Direction: Styling & Photography
fashion
film
1/9
Branding, Graphic Design & Launch Strategy
Context
Supported the U.S. market launch of MODO Creative Agency by developing both social-first content and branded materials, including the visual design of the agency’s information package.
Insight
For creative agencies entering a new market, every touchpoint, from social media to client-facing materials must reflect a cohesive and elevated brand identity. Most of MODO's work is B2B, therefore, focussing on platforms which align with this was key.
Execution
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Concepted and refined short-form video content (Reels/TikTok)
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Developed a cohesive visual and content strategy that translated MODO’s brand identity into the U.S. market.
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Focused on aligning social content and branded materials under a consistent aesthetic
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Designed the visual identity and layout for MODO’s information package
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Built out the LinkedIn presence, highlighting the story of MODO's journey to the USA.
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