UNATION | Creative Strategy & Content Leadership

At UNATION, I lead the statewide storytelling strategy and oversee multi-platform content production across Orlando, Tampa, and Jacksonville, reaching over 1M monthly users. I combine creative ideation with hands-on execution, from campaign concepting and on-the-ground media shoots to team leadership and performance reporting.

Strategic Growth & Storytelling

Scaled Stuff to Do Orlando on Instagram from 38K → 160K+ followers
Developed a trend-driven content strategy focused on local storytelling and real-time audience engagement
Created scalable formats that maintain UNATION’s brand voice across city-specific markets
Directed visual storytelling and content calendar for Stuff to Do brands in Orlando, Jacksonville, and Tampa Bay

Content Calendar & Execution

Built and managed a multi-market content calendar for three major Florida cities
Designed localized content strategies tailored to each city while maintaining cohesive brand identity
Created systems for planning, production, and scheduling across a distributed team of creatives

Leadership & Production Oversight

Promoted in 2023 to lead content execution for all Florida metro markets
Provide creative direction, performance feedback, and hands-on mentorship for three city teams
Manage hybrid workflows (virtual + in-person), ensuring high-quality, on-brand content output
Restructured the internal team model — redefining roles across Social Coordinators, Media Leads, and City Partners to support long-term growth

Creative Direction & Content Development

Oversee full content pipeline: pitch → script → production → edit → track
On-camera host and content lead for media shoots, building audience trust through personality-led storytelling
Conceptualized and led branded campaigns for local and national partners (e.g. Red Bull, Kroger, Sol de Janeiro, Live Nation)
Collaborate with local talent, partners, and venues to create story-driven videos and experiential campaigns

Strategy, Insights & Internal Ops

Define KPIs and reporting structure to ensure ROI on digital campaigns
Create monthly all-team meetings to drive alignment, transparency, and accountability across internal teams
Developed city-specific content briefs, performance reports, and marketing strategy playbooks
Wrote SEO-optimized local guides and long-form blog content for the UNATION platform