Responding to the rise of short-form vertical content, I developed a series specifically for Instagram Reels. "Cornell Moments" showcases the unique sites and sounds that make up Cornell, targeted to prospective students, current students and alumni.  I wrote the creative brief and pitched it our team of multimedia producers. I oversee promotion on social media platforms. 

I worked with a client to identify a new web posting platform, developed a brand new site outline, creative content, branding. I obtained new domains, redirected previous domains, built the site from scratch, overseeing edits, approvals, site optimization and established a blog to share new recipes using the products.

As the New Media Specialist in University Relations, I help manage the large network of Brand Ambassadors who run Cornell social media accounts. I developed the social media directory, oversaw the website outline, wrote content and worked with our web team to get the new site launched.

For International Women's Day, I developed a feature on inspiring Cornell women. I wrote the concept, worked with a team to identify the subjects, set deadlines, reviewed drafts and managed the social media promotion. This was Cornell's top Facebook post from 2019.

In collaboration with campus partners, I developed the strategy behind a short, student-facing video featuring Peer Ambassadors sending encouragement and reflecting on how they are living smarter this semester. I developed the concept, worked with videographers and managed promotion on social and web platforms.

One social media strategy I developed was giving our mascot more personality through creative content. I pitched a holiday video, crafted a storyboard and developed the narrative with our Brand team of videographers.

On the 50th anniversary of the Apollo moon landing, I worked with videographers and Media Relations to showcase Cornell thought leadership in a short social media video.