I naturally gravitate toward brands like Béis, Summer Fridays, and Reformation; brands with a strong visual identity, lifestyle-driven storytelling, and content that feels both aspirational and attainable.

My process starts with identifying influencers whose audience, content style, and values align with the brand’s goals. I research their past partnerships, engagement quality, and authentic connection to the product category before reaching out with a personalized pitch. Once interest is confirmed, I coordinate timely product send-outs with clear creative briefs or inspiration to spark content ideas, without forcing overly scripted posts. I track shipments, follow up thoughtfully, and maintain an ongoing relationship by engaging with their content and updating them on future launches.

I ensure social media content aligns with brand voice and values by starting with a clear understanding of the brand’s mission, tone, and audience. I reference brand guidelines for visual and verbal communications style, and adapt messaging so it resonates with the target audience while staying true to the brand’s personality. I also review all content through an approval process or quality check, making sure it reflects core values, avoids off-brand language, and contributes to consistent storytelling across all channels.