Instagram & Editorial Lead — Social + Creative
Making things people actually want to see.
Strategy, creative direction, content and a healthy obsession with the internet.
About
Hi I’m Katie - an Instagram & Editorial Lead with 6+ years of experience in social, creative strategy and content.
I build social people actually want to follow - bringing together strategy, creative direction, content and analytics to build stronger brands online.
Founder-Led
Turning the people behind the brand into content people want to watch.
I’ve led founder-led content for 12+ founders across beauty, skincare, fragrance and beyond - developing concepts and briefs, directing talent, filming, and overseeing content through final edit. The goal: turn founder expertise and personality into social content people actually want to follow.
Rose-Marie Swift - RMS Beauty
Michele Gough Baril - Iris & Romeo
Editorial
Social-first storytelling, with a little more polish.
I lead editorial shoots from the first idea to the final asset - developing concepts, building shot lists, directing talent and creative teams, and overseeing the edit. Elevated enough to feel like a campaign, but always created with social in mind.
Dime Beauty
Kiko Milano
Behind the camera
Sometimes I'm the one holding the phone.
I’ve led social from the strategy side, but I’m just as comfortable getting behind the camera. From capturing social-first moments to creating content myself, staying hands-on keeps me close to the platforms, the audience, and what actually works.
Katie - Glossier Sephora PDP
Katie - Kiko Milano TikTok UGC
Case Studies
The work that worked.
Good social isn’t just about making great content. It’s knowing what to make, why you’re making it, and what the numbers are telling you to do next. These case studies break down the strategy, creative decisions, results, and learnings behind some of my favorite wins.
KORA Organics - Pore Decision Campaign
Iris & Romeo - founder growth