As an Instructional Designer at Apple, I worked alongside designers and editors to create instructional, engaging content for our users. From planning to execution, I ensured quality of design, while always putting the users learning experience first. I helped concept and produce the first-ever Mac Tips experience for the macOS Monterey release. During my time at Apple, I have led content strategy, writing, editing, and data analysis on seven Quick Tours and hundreds of Tips across all platforms. Tips are bite-sized information to educate the user on something they can learn immediately. Tips live in a collection (or category group), and include brief instruction and an animation, written, designed, and engineered by our team.
Quick Tours guide the user through new and existing features in a digestible and entertaining way. Quick Tours consist of animations and primary and secondary content, written, designed, and engineered by our team.
View my work on past Quick Tours via the links below:
What’s New in macOS Quick Tour | Big Sur
What’s New in macOS Quick Tour | Catalina
Mac Basics Quick Tour | Big Sur
Mac Basics Quick Tour | Catalina
As Content Marketing Manager, I oversaw the creative content produced for our blog and social media channels. Additionally, I was hired to build the first ever content site for Grubhub. Human beings eat three times a day — but what can our brand do to keep them engaged when they’re not ordering? I was tasked with building a content site that engages users when they’re not hungry, and converts users when they are hungry. In addition to blog content, I oversaw and executed major shoots for events like the Superbowl, Oscars and more, plus coordinated content creation projects with partners including The Infatuation, Bon Appetit, and more.
I piloted the “How To Order Like A Pro” story format, which explored a particular cuisine or dish and any pointers on how to place the perfect order. For example, reminding diners to order sauces on the side of their taco, or ask for extra soy sauce packets for their sushi. These articles aimed to bring a new level of craft to a delivery order.
I also ran a campaign where we interviewed various food influencers in target market cities, and they shared their favorite places to order delivery in their city. Here is an example of our interview with Hangry Diary. In addition to these stories, I wrote satirical articles, GIF roundups, and interviewed partners like Bon Appetit.
Overall, I produced 100+ article for The Grubhub Blog, a few of which are listed below:
How To Order Wings Like A Pro, How To Order Burgers Like A Pro, A Foodie’s Guide To Delivery With Bon Appetit, An Open Letter To People Who Can’t Grill, An LA Native Talks Favorite Delivery Spots, Why You Should Plate Your Delivery
As Content Manager for Dean & Deluca, I created daily social media content (Instagram and Facebook) and produced quarterly campaigns, including a Lunchtime Series with relevant New York-based food influencers and a Facebook Live series with emerging chefs, published authors, and celebrities — called Eat, Drink, Speak. In addition to social media content, I coordinated and executed the first-ever Dean & Deluca Invitational with the PGA Tour in 2016. In this project, I took all photography and co-led the content strategy on Facebook and Instagram for the week-long event in Fort Worth, TX.
Sixty influencers. Sixty stories. We asked top artists, designers, and influencers to share their best Miami stories through a Q&A, then templatized and shared them for 60 days leading up to the launch of the Nautilus SIXTY Hotel in Miami Beach. I single-handedly led the strategizing, outreach, budget, coordination, content creation, and posting for the entire campaign. Overall, we create an immense amount of buzz for the hotel’s launch during 2016 Art Basel.
In addition, we co-produced a Miami guide custom made for the hotel with the editors at Cereal Magazine. It was a limited printing and placed in-room to guide guests through the best food, shopping, and sites in the city.
While acting as the Assistant Content Manager for EDITION Hotels, I oversaw daily content creation (Instagram, Facebook, and Twitter), produced original photography of the hotel, and managed influencer visits and campaigns relating to the hotel. Over the course of 3 years, the following grew organically to 100K followers.
In addition to daily content, I covered events for the hotel, photographing and sharing live content throughout high profile art openings, brand parties, and more. Events included Rihanna & Travis Scott’s Block Party, Fleur Du Mal Valentine’s Day Pop-Up, and various fashion week after parties.
As Content Manager for PUBLIC Hotels, I created and posted daily Instagram, Facebook, and Twitter content. In addition, I managed and executed influencer strategies to help promote the hotel.
Additionally, when PUBLIC Hotels re-branded in 2016, I built the launch strategy, from concepting events featuring Patti Smith to influencer content, including a project with renowned photographers Inez & Vinoodh.