Photographer | SMM | New York floraoverflora

Social Media Strategist,

Creator, and Photographer

based in New York.

Welcome to my portfolio! I'm a social media strategist and creator passionate about the power of Data Analytics informing both Content and Strategy. I believe in the value of social-first content and the importance of authentic connection on social. Always on, I know the latest trends popping up on social 🔥, current GenZ TikTok obsessions 😲 , the OGs, and the newest viral Influencers 🤳, as well as the creator economy POV 👀 . I deeply care about the community and work hard so that the brands bring value and resonate with their audience.

I worked with Fortune 500, global and indie companies in Beauty, CPG, Health, and Pharma industries; building and executing organic, content, and integrated social media strategies, connecting with and scaling engaged communities, and crafting successful and meaningful campaigns. My personal lifestyle creator & social media work was published by the travel pioneers - @LonelyPlanet, IG-favorites @AccidentallyWesAnderson and @UrbanJungleBlog, and local experts @VisitDubai and @CentrePompidou among numerous others. Additionally, I'm a published and exhibited Photographer with 9-year practice, with the latest exhibition taking place in Italy. I'm currently based in New York exploring the depiction of botanicals, portraiture, and cityscape.

Social Media Case Studies

Pureology Strategy

Inluencer Campaign

Mizani Strategy

Social Media Strategy I Pureology - L'Oréal

+156% Click-Through-Rate (organic)

+2.6% Follower Growth (organic)

+266% Engagement Rate (organic tentpole)

As both a strategist and community manager, I redefined Pureology's presence on social through community-driven and video-first content strategies. I tapped into my passion for data analytics and social listening, and deep knowledge of the creator space to bring humanity to branded social media, and authentically connect with its audience.

I curated the social media presence and crafted a new digital tone of voice to connect with both, the professional and consumer audiences of the brand.

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Influencer Campaign I Pureology - L'Oréal

14.7% Engagement Rate

17 Micro to Mega Campaign Influencers

50 Pre-seeding Influencers

I worked on Pureology's biggest influencer campaign of the year with an engagement rate KPI over-performing at 14.7% vs. the 2% beauty industry sponsored campaigns benchmark.

I led campaign data analytics, and Instagram and TikTok content performance benchmarking. Additionally, I predicted and defined TikTok benchmarking best practices for the brands' digital department.I co-led influencer selections and assisted with campaign messaging and concept, working with internal and external partners.

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Social Media Strategy I Mizani - L'Oréal

+3.5% Follower Growth (organic)

+162% Engagement Rate (organic)

+160% Click-Through Rate (organic)

I developed the social media strategy and identified immediate areas of opportunity. Guided by my knowledge of the platforms and the community, I identified UGC with the most viral potential. After sourcing and editing them to meet social best-practiced, I produced:

5 out of 10 best-performing reels of all time in the first 3 months of ownership, with an average reach of 36K & boosting the organic positive sentiment.

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Shoot Production & Direction

Pureology - L'Oréal

I led the production and direction of the social video-first shoot for L'Oréal's Pureology, from pre-production and the development of storyboards to set design, photography, filmmaking, and post-production.

Created social-first to be used on Instagram reels and TikTok, the content was also used for highly convertible Above the Fold e-Commerce.

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Social-first Shoot Production & Direction

Mizani - L'Oréal

Following my social media strategy, I produced and directed a video-first shoot for L'Oréal's Mizani, from pre-production and the development of storyboards to set design, photography, filmmaking, and post-production.

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Creator Social Media Organic Strategy

3% Engagement Rate

1 million+ Accounts' Features

12.3 million Tentpole Reach

Published: Lonely Planet, Visit Dubai, Urban Jungle Blog, Centre Pompidou, Accidentally Wes Anderson.

I developed and implemented an organic social media strategy for a global lifestyle & travel account. I grew an engaged community and expanded its reach beyond Instagram, to Pinterest, Facebook, and Blogs.

I put on many hats throughout this 3-year self-directed project, from photography, video, and social-first content creation to microblogging, copywriting, and data analytics.

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Production & Direction

Creator Social Media

Content Creation

I'm inspired to build a genuine connection with the community through storytelling and data-informed content. Grounded in providing value and entertainment on social media.

I've created content for brands like L'Oreal Technique, Pureology, Mizani, and Horizon Media from production and execution to post-production. I've also led creative strategy and teams; and organized, produced, and directed social-first shoots.

My personal lifestyle content work was published by @LonelyPlanet, @AccidentallyWesAnderson, @CentrePompidou, @Urban JungleBlog and@VisitDubai among others.

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