With the launch of Instagram Reels and TikTok, I’ve had a large focus on creating short-form, share and save-worthy for the Lowe’s brand. My role involves concepting, directing, shooting and/or managing talent - as well as copywriting, scheduling and community management.

From 2016-2019, the majority of my focus in the agency-world was concepting, developing and executing social content for the Boar’s Head Brand. The challenge here was to bring this stoic brand into the age of social and show the world they’re more than just a hunk of meat. This process was a collaborative effort between myself, art directors, and the client.

I recently worked to launch a new YouTube series on the Lowe’s channels. The concept of Showroom Steals is centered around showcasing the designer styles you can find at Lowe’s, at a price you can afford. You don’t have to go to a showroom to get the latest looks and break the bank!

For each video, I pitch the concept to key stakeholders, write the scripts, work cross-functionally to determine efficiencies between trending products and priority products, source the items and design the sets - and act as the on-camera talent.

For both social and national campaigns, I’ve managed influencer briefs and contracts, budgets, content guidelines and campaign copywriting. After working with a third-party service for multiple years to execute blogger campaigns, we successfully moved the influencer management in-house. This led to higher profits, better content creation and a smoother communication process.

The Project: Showcase delis in Atlanta near the Mercedes-Benz Stadium 

The Why: In 2019, Atlanta hosted The Super Bowl. With new crowds flocking to one of the biggest sporting events in the world, we saw an opportunity to showcase local delis featuring Boar’s Head for hungry game day fans. 

The Process: Armed with an iPhone and my most trusted hand model, we spent the day connecting with 6 deli owners to promote their favorite Boar’s Head menu items.

The Outcome: Through paid promotion on Instagram, we reached over 239,000 people in Atlanta on the day of the Super Bowl, encouraging brand awareness in a concentrated location. This resulted in 3,460 total post engagements.

Through social listening, I identified “surprise and delight” opportunities to build brand affinity and create highly-sharable content, all centered around feel-good stories. Some of these opportunities include:

• Coordinating a local team to build a wheelchair ramp for a disabled Corgi

• Organizing an in-store photoshoot for a couple who got engaged in their local Lowe’s

• Surprising key influencers with gift cards for organic social mentions

• Replacing a disappointing Christmas Tree from a competitor with a hand-picked, hand-delivered tree, complete with personalized ornaments

Through coordinating with in-store associates, external partners and PR, we were able to secure media coverage for many surprise and delight opportunities and drive engagement rates much higher than industry benchmarks.

In an unexpected partnership during an uncertain time, Lowe’s partnered with New York Fashion Week and influential designers to bring Fashion Week home. Lowe’s built unique runway sets for Jason Wu, Rebecca Minkoff and Christian Siriano, all featuring products from their Lowe’s curations that were available for purchase at Lowe’s. The best part about these curations? They featured items that were already at Lowe’s, not net-new products, proving that style can be found in unexpected places and you can transform your living room into the catwalk!

Through our paid Twitter strategies and live streaming of the shows, #FashionGoesHome was mentioned more times than any designer during New York Fashion Week.

When I’m not concepting recipes for brands, I’m creating content for my blog, Puppies and Brunch. It’s a one woman job of recipe testing, styling, photographing and editing. The taste testing is a nice perk as well. 

Home Improvement might not sound like the most glamorous industry, but beauty can be found in unexpected corners of the store. A little time and imagination provided great images for social posts and phone backgrounds.

The Project: Boar’s Head’s Fresh Daily Sweepstakes 

The Why: In the Fresh Daily Sweepstakes, Boar’s Head aimed to deliver fresh content to viewers ever day for a month, highlighting deli counter benefits such as customization, freshness, and versatility. 

The Process: Fresh content every day for a month was a tall order to fill. Through determining existing content that applied to this program, we then determined our holes and opportunities to create new recipes, touch on social trends and further the brand through photography. My specific role in this project was creating a content matrix, recipe concepting, and aiding in art direction on set. 

The Outcome: Fresh Daily was a huge success! We received 443,568 entries and 1,800 hours of brand content watched, far exceeding our goals. 

View the project here.

The Project: Create a microsite for Boar’s Head’s Back to School Campaign 

The Why: Parents are busy! They need quick but wholesome ways to keep their kid’s lunch boxes interesting. I developed 15 recipes based on 3 different proteins to provide parent’s new ways to show their love through lunch. 

The Outcome:  Over 2 months, the Back to School landing page saw 59,414 unique page views with an average time on page of 3:30 minutes.

View the project here.

Copywriting provides the most direct form of story telling. My main focus has been social copywriting to create an approachable tone while still positioning brands as an authority on food. In addition to social, I write for national POP, email, and web.