The campaign began with a photoshoot I produced from scratch: sourcing props, coordinating day-of assistance, managing asset delivery and post-production. From there, I led a city-wide OOH wild postings rollout in the weeks leading up to the event while also coordinating content capture during instal to build out a library of promotional assets in real time.
The starting point of the influencer activation was a physical invitation I conceived, sourced, assembled and distributed: a custom-engraved key and key tag inside a customized luxury box, sent to over 100 influencers with cryptic instructions pointing to a secret location. In that location was an activation I oversaw from planning and install until execution and reporting: managing the experiential design of the space, coordinating stock from more than 20 brand partners, monitoring security footage for content capture, and tracking organic social output as it rolled in. Over three days, dozens of influencers unlocked lockers stocked with over $1,200 in curated product each. In total: more than $50,000 in distributed product, 100+ pieces of organic content, nearly 7 million in reach and over 120,000 engagements.
Twenty-four hours after the activation closed, the same venue reopened as an immersive presentation space for the client-facing launch event - the clients had also received mysterious keys but with slightly different invitation. Over 200 attendees - including brand partners, clients, prospects and industry guests - experienced the new Fohr App for the first time before the evening opened into a full celebration of this milestone. I managed the complete venue transformation and all event logistics between the two activations.
From producing the campaign photoshoot and all supporting marketing materials, to sourcing and assembling every key, lock, and engraved detail inside each luxury box, to coordinating thousands of dollars in gifted products, to running a city-wide OOH rollout and executing three distinct events in three days - an experiential and immersive influencer activation, a 200+ client lpresentation and closing it off with a party - I held every thread of this project simultaneously. Timelines, budgets, vendor relationships, and strategic alignment across all three initiatives were mine from first concept to final recap. The result was the most complex, highest-impact campaign Fohr had ever produced solidifying it as a milestone moment in the company’s history.
It started with an anonymous survey we drafted and sent to thousands of influencers to gain insight into where numbers are landing in negotiations. What came back was striking enough to become the backbone of the entire campaign. The results didn't just inform the copy, they drove the direction and output. Every creative decision that followed was in service of what the data had revealed.
From there, I produced the full campaign shoot from scoping and planning until asset delivery and distribution. I lead casting models, sourcing wardrobe, securing the studio, hiring the photographer and makeup artist, and building the run of show from the ground up.
On set, I directed the still imagery while simultaneously capturing anonymous style interviews for social. Once raw assets were in hand, I worked closely with the design team to develop the OOH creative, then entered negotiations with multiple vendors until we landed on the right fit for our budget: wild postings and digital bus shelter placements across New York City.
The media buy was anything but random. I mapped Fohr's warm leads and dream clients by office location across the city, then worked directly with our OOH vendors to target those specific corridors so the campaign landed not just in front of people, but in front of the right people. I also led the social content development from the campaign footage, managing multiple rounds of feedback with editors and providing creative direction throughout post-production. Budget, contracts, negotiations, asset development, and timeline management were mine across every phase.
The campaign generated significant buzz within the industry, resonated deeply with our client base, and positioned Fohr's new technology within a cultural and ethical conversation that the space was already hungry to have.
In this edition, my role expanded to encompass editorial development of the content, full marketing campaign creative production and direction, and the ralization of the launch event - all three developed simultaneously and requiring the same level of precision and intentionality.
In the publication side, I refined the editorial direction, coordinated contributors, and oversaw content creation, editing, and design from first draft to final press-ready file. On the production side, I managed vendor relationships, timelines, and budget, and personally oversaw the collection of over 1,000 mailing addresses to ensure distribution reached exactly where it needed to go.
For the marketing campaign, which was built alongside the publication itself, I worked closely with design and strategy in the development of a more ambitious photo and video rollout than either previous volumes had seen. I led from initial concept development, research and moodboarding through briefing, production, post-production, and multi-channel rollout. I produced all visual assets (photos, videos, interviews, and more) to extend the Almanac's reach and deepen its presence well beyond the printed page.
The launch brought it all together. An exclusive evening aboard a private sailboat at golden hour. The Manhattan skyline receding behind us, passed hors d'oeuvres, a select list of VIP guests, and the kind of atmosphere that only exists when every detail has been decided with care. I managed all contracting, vendor negotiation, outreach strategy, and RSVP coordination from start to finish. The result was an event that left a mark and echoed the publication it aimed to celebrate.
I managed every layer of production from pre-production through run-of-show: timeline development, budget management, vendor sourcing, and continuous cross-functional coordination with marketing, creative, and leadership. On the creative side, I led production of all assets before, during, and after the event. I oversaw the production from print and digital collateral and branded on-site installations, right through to social content developed in the weeks following - with full management of feedback rounds and approvals. I also handled RSVP tracking, internal communications, and a series of intentional attendee touchpoints designed to make the experience feel considered at every moment.
The conference landed as a milestone, we presented ten short segments, with some of our biggest clients as guests, to a room full of engaged and eager leaders in the industry. This positioned Fohr as leaders in the space and trusted partners.
My responsibilities now span the entire event process: from yearly calendar planning, creative concepting, and venue scouting, to budget management, menu curation, and vendor coordination (catering, bartending, photography, DJ, and much more). I oversee staffing, communications, invitation strategy and language, guest outreach, RSVP tracking, on-site logistics, designed assets, material production, and post-event reporting - ensuring every event delivers maximum impact.
Since 2024, I have also led Fohr’s Employee Engagement Group, overseeing four key initiatives that strengthen our internal culture and community and our tie to our industry:
- Fohr Good: Creating opportunities for our team to give back and drive positive impact in our local community through volunteering or donating.
- Fohr U: Establishing ourselves as leaders in the industry through knowledge sharing in educational events.
- TenFohr: A tradition since Fohr started which brings together internal and external voices for engaging, unexpected speaker series and storytelling events.
- Fohr Fun: Building team connection through joyful, creative, and social experiences outside of everyday work.
This one started as a cold reach-out. Over a year before the mural existed, I initiated a conversation with Colossal Media to explore a potential partnership, a trade, a collaboration, some way to bring our teams into proximity. The timing wasn't right then. But the relationship was planted, and when the moment came, we were already in the room.
When the partnership was confirmed, I moved fast. In less than a month from signed agreement to paint hitting the wall, I liaised between both teams, gathered specifications, and worked closely with our design team and CEO to develop concepts that would maximize visual impact, carry a clear narrative, and operate within Colossal's production guidelines. The creative process was iterative and compressed, and all the more satisfying for it.
In parallel, I built out the content strategy for the moment: advocating for contracting a videographer, briefing the creative vision, scheduling the shoot, managing day-of production, and overseeing asset delivery through multiple rounds of feedback until the final content was live. A mural of this scale deserved to be documented with the same care that went into designing it.
The result was Fohr's first-ever large-format OOH campaign marking a new chapter in our brand's public presence.
I was responsible for liasing between the design team and our CEO, sourcing all of the materials, overseeing label design and production (down to the exact tiying technique), and managing safe and timely assembly, packaging, and shipping logistics nationwide.
I built and managed a comprehensive production timeline, tracked budgets, sourced and negotiated with a range of vendors, coordinated fulfilling logistics and the internal creative campaign to ensure the final product was as delightful to receive as it was to see it online.
From concept through distribution, I managed every stage of development. Refining the editorial vision, coordinating the open call for pitches, leading pitch review to narrow down the selection, managing content creation and editing, coordinating design, production, printing and mailing. In tandem, I oversaw the marketing campaign that supported the release, including producing photoshoots, managing asset creation, and coordinating multi-channel distribution.
To bring the theme to life, we ran a giveaway for a stay at Troutbeck, a stunning property in upstate New York, and distributed copies of the Almanac at curated collaborating spots throughout the Lower East Side as a physical activation.
I also produced our launch party, managing every detail from vendor coordination, activation, pop up passport photo station, guest experience, menu development, F&B and more to ensure a cohesive and elevated rollout and celebration.
I partnered with our Customer Success and Executive teams to identify the most relevant topics, gathered insights and resources from internal experts, and translated them into compelling, digestible scripts. From there, I cast internal talent, coordinated filming schedules, and oversaw production in close collaboration with our external director and in-house design teams.
After leading pre-production and producing the shoot day, I managed multiple rounds of extremely detailed post-production feedback with the editor and director ensuring factual accuracy, consistent tone, and strong brand alignment throughout. I also handled timelines, budgets, production calendars, asset delivery, and the digital publishing strategy to ensure a seamless and effective rollout.
In the end this creative and interdepartmental initiative produced 10 videos, each 5–8 minutes long, featuring captivating visuals, clear messaging, and valuable information that our clients can reference anytime to deepen their knowledge in this industry and improve their own work and campaigns.
Click here to see full result
As the Project Manager and Managing Editor for Fohr’s first-ever printed publication—The Fohr Almanac of Influence—I led the initiative from initial concept through to final distribution. This end-to-end effort included drafting the project scope, allocating resources, defining cross-functional roles, developing a timeline and budget to overseeing content selection and development, the editing process, and curation of all content.
Simultaneously, I managed the parallel workstreams of production, printing, distribution, and the social launch strategy—ensuring alignment across internal teams and external vendors. The Almanac was an ambitious, multi-dimensional project that required deep collaboration between departments, creative precision, and a strong command of logistics to deliver a publication that reflected the sophistication of our brand and the depth of our industry expertise.
In addition to managing timelines, budgets, creative assets, and approvals, I also led supporting marketing activations and the launch event to amplify its reach and resonance. The result was a visually stunning and strategically impactful artifact that not only positioned Fohr as a thought leader in the space but also set a new internal standard for creative excellence.