SOCIAL MEDIA
Content crafted with clarity, tone, and intent — from curated grids and carousel storytelling to voice-driven captions and platform-specific rollout. Whether tied to product, event, or editorial, each piece reflects the rhythm of the platform and the identity of the brand behind it.
@xiangyu_liu
Visual Curation + Carousel Building
Every visual choice supports the brand, every carousel designed to hold attention and guide the viewer.
Curating visuals with clarity and intention — whether shaping a cohesive grid or building carousels that unfold like a story. This includes moodboarding, selecting imagery that reflects tone and narrative, and sequencing slides with rhythm and pace.
Content Planning.
Planning content with a sharp eye for timing, tone, and flow. This includes shaping long-lead calendars, aligning posts with editorial features, events and product launches, while balancing content types and multitple platforms. Always while keeping visual rhythm and brand voice consistent across platforms.
Social Copy
@overthemoon: For the ceremony, Aliett wore a custom look by @anniesibiza. "The dress felt sculptural like the architecture we'd be surrounded by."
@essesmag: There aren’t many photos of George Harrison at the track, but the ones that exist say everything. He wasn’t there to be seen. He went to disappear. But in 1979, his love for Formula 1 could no longer stay silent.
@overthemoon: The night before the tea and wedding ceremonies, Clare’s mother combed her hair 10 times while repeating blessings for Clare and Eddie—a ritual local to Hong Kong. “It was a very intimate and peaceful moment just between us and I will always cherish this memory.”
@essesmag: “It’s about storytelling and speaking to the audience — I’m creating something you haven’t seen before.” That’s how @kevinleonel describes his work to @tonicowanbrown. The designer, whose signature style is both nostalgic and modern, equal parts delicate-looking, sporty, and creative, walked us through every stage of his Ferrari-inspired jacket
@overthemoon: “We got married in June in a white tent filled with potted garden roses and peonies,” she says. “It was magical!” When it came time to choose what to wear to complement this ethereal scene, Aerin looked no further than @oscardelarenta.
@essesmag: With the sheer amount of content produced by teams today, it takes a unique, powerful, and creative mind to stand out. And Horne’s Art Direction is Aston Martin’s key to showing up consistent, creative, and innovative on the track, on your screens, and beyond.
Product Content
Crafting product content with a clear eye toward conversion. This includes writing sharp, on-brand copy for product features and launches whether it’s a carousel, video, or single image post, and tagging products directly on the grid for seamless shopping. Also experienced in gathering details from manufacturers, organizing material lists, and shaping descriptions that balance information with editorial appeal. Every element built to drive interest and sales, while staying visually and verbally consistent across the brand.
Analytics.
Grow your audience.
Tracking performance not just for numbers, but for insight. From monitoring engagement patterns to assessing post timing and format, this work is about learning what resonates and adjusting accordingly. Fluent in pulling takeaways from data to inform strategy—what to double down on, what to refine, where to guide creative direction, and how to spot new opportunities always with the goal of driving results over time.
EVENT + COMMUNITY CONTENT
Shaping event-driven content with intention and clarity — before, during, and after the moment unfolds. This includes identifying performance trends, drafting pre- and post-event copy aligned to clear goals, and developing social-first shot lists that feel both editorial and rooted in community. Every detail is considered, every post built to serve the larger story.
Influencer Strategy & Relationship Management
Influencer work that balances aesthetics, alignment, and longevity. I build and maintain targeted influencer lists that reflect brand tone, audience, and campaign goals — whether for event invitations, social partnerships, or grid features. Each list is tailored and meticulously tracked, with updated contact details, content performance notes, and relationship history.
@evianwater
From sourcing and vetting talent to matching creators with specific visuals, products, or event moments, my approach prioritizes fit and follow-through. I support outreach, guide creative execution, and uphold long-term relationship health — ensuring that every collaboration feels intentional, on-brand, and thoughtfully managed.
Platform Specialties
INSTAGRAM.
Clear, on-brand captions paired with visually cohesive grids. I format carousels for rhythm, tag products, and write compelling product copy. I monitor post performance to guide what’s working, adjusting tone, timing, and format to meet engagement goals.
NEWSLETTER.
I write tight, purposeful copy—and format layouts for clarity and consistency using email marketing platforms. I track opens and click-throughs to refine content and increase impact with every send.
LINKEDIN..
Professional but approachable copy, formatted for clarity and flow. I pair posts with clean visuals or data graphics, track performance closely, and adjust strategy to support growth, visibility, and thought leadership.