Location
University of Miami
Client
University of Miami
Coral Gables, FL
Year
2024-Present
About
At the University of Miami, I support and execute high-visibility social campaigns across the institution's flagship accounts, helping grow and engage a diverse, global audience of current and prospective students, alumni, faculty, and sports fans. Each of these projects involved close collaboration with marketing and editorial teams and focused on creating culturally relevant, engaging content tailored for platforms like Instagram, TikTok, and YouTube.
Social Strategy, Field Reports, & Audience Growth
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Supports social strategy and leads content creation across flagship accounts on all platforms, translating institutional priorities and cultural moments into platform-native, audience-first storytelling.
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Collaborates closely with internal teams, brand partners, and external creators, aligning social content with broader institutional narratives and campaign goals.
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​Leads community management and brand outreach across high-visibility Instagram and TikTok presences, driving meaningful interaction and sustained audience growth.
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​Leads cross-institution higher-education collaborations, establishing working relationships with peer universities to extend reach and execute shared storytelling initiatives.
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Delivers on-the-ground photo and video coverage of major campus moments and marquee events, including the University’s Centennial and the 2025–26 College Football Playoff run, supporting real-time and post-event editorial storytelling.
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Co-founded and helps lead the Canes Creator Program, building a scalable framework for student-generated content while overseeing contributor guidance and brand alignment.
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Uses performance insights to guide content direction, optimizing formats, timing, and distribution to support audience growth and discovery.
Campaigns
The Road to the CFP
During the Miami Hurricanes' historic run in the 2025-26 College Football Playoffs, I planned and executed insight-driven, real-time social coverage before, during, and after each game, shaping platform-specific storytelling that translated the team's success into shared moments for students, fans, and alumni across digital platforms. This campaign succeeded by pairing real-time, platform-native storytelling with strong community engagement, turning high-stakes moments into sustained audience growth and interaction across platforms.
UMiami's Centennial - #UMiami100
Throughout the University of Miami’s Centennial year, I contributed to a year-long social strategy that brought the University’s 100-year legacy to life through a mix of historical storytelling, real-time moments, and platform-native content. By connecting these milestones with contemporary campus culture, the campaign created a cohesive, forward-looking narrative that resonated with alumni, students, and the broader UM community, sustaining engagement and strengthening the University’s brand presence across digital platforms.
Higher-Ed Collaborations
I initiated and led higher education social collaborations by networking with social teams from peer institutions, pitching creative concepts, and executing content from start to finish. These partnerships expanded post visibility and engagement beyond single-campaign moments, fostering ongoing cross-school interaction through community management that drove sustained comments, audience overlap (potential and current college students), and organic engagement across both collaborative and non-collaborative posts.
Why Choose UMiami?
I produced insight-driven social content that framed the University of Miami experience as both aspirational and authentic, with a strategic focus on attracting prospective students while maintaining strong engagement with current students and producing a nostalgic feeling for our alumni audiences. By aligning platform-native formats with audience behavior and cultural trends, the content transformed campus life into narratives that built affinity, sparked conversation, and supported long-term audience growth across platforms.
Cultural Relevancy/Trends
During the Miami Hurricanes' historic run in the 2025-26 College Football Playoffs, I planned and executed insight-driven, real-time social coverage before, during, and after each game, shaping platform-specific storytelling that translated the team's success into shared moments for students, fans, and alumni across digital platforms. This campaign succeeded by pairing real-time, platform-native storytelling with strong community engagement, turning high-stakes moments into sustained audience growth and interaction across platforms.