Fifth Avenue Association
I led the social media strategy for the Fifth Avenue Association (@fifthavenue) across Instagram and TikTok, managing a team of six social media specialists and ensuring all content aligned with our brand narrative and broader campaign objectives.
In addition to strategy and team leadership, I took a hands-on role in content production—filming, editing, directing shoots, and providing creative guidance to elevate the final deliverables. I also helped establish our internal creative processes, from building structured creative briefs to improving day-to-day workflows and strengthening partnerships with brands along the Avenue for original content creation.
These partnerships included many of Fifth Avenue’s most recognized retailers and institutions, such as Uniqlo, Puma, Cartier, The Plaza Hotel, The Pierre Hotel, The St. Regis Hotel, The Whitby Hotel, Wempe, Mango, Bergdorf Goodman, Saks Fifth Avenue, Coach, Swarovski, MoMA, and more.
Together with these partners, I brought concepts to life through strategic storytelling and visually compelling, social-first content that captured both the history and contemporary energy of Fifth Avenue.
Below are a few examples of the content I helped to create.
Social Media Strategy · Team Leadership · Content Creation
The Whitby Hotel
I filmed, appeared in, and edited this POV video as part of a larger content series showcasing Fifth Avenue’s luxury hotels from an immersive, first-hand perspective. This series was our take on the rising POV trend—spotlighting the elegance, character, and one-of-a-kind interiors that can only be experienced at this level of extraordinary on Fifth Avenue. The Whitby Hotel, one of the Avenue’s most distinctive boutique destinations, served as the perfect backdrop to bring this concept to life.
Cartier
Partnering with the iconic brands along Fifth Avenue was central to my scope while working with the Fifth Avenue Association. From Cartier and Bergdorf Goodman to The Plaza Hotel, The Peninsula, The St. Regis, The Pierre, Saks Fifth Avenue, and more, I helped develop and execute distinctive content series—from initial concept through final production—for Instagram and TikTok.
This Cartier piece is part of a series I ideated around a strategic insight: many legendary films were shot at Fifth Avenue’s historic landmarks. To celebrate the Avenue’s 200th anniversary, we reimagined these cinematic moments in a social-first format—inviting viewers to guess the film tied to each location before revealing the answer. The creative goal was to inspire audiences to save these posts and visit the sites in person, ultimately driving greater foot traffic along the Avenue, a core objective of the tourism board’s social media strategy.
Bergdorf Goodman
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Saks Fifth Avenue
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The Pierre, A Taj Hotel
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The St. Regis Hotel
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The Plaza Hotel
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