New York University
As the Assistant Director of Content Marketing, I am responsible for managing Undergraduate Admissions’ expanding online presence and integrated marketing strategies. Leveraging new and existing technologies, my work plays an important role in helping NYU to meet its enrollment goals across its three global campuses in New York, Abu Dhabi, and Shanghai.
Day-to-day, I manage a broad spectrum of marketing and communications efforts, including: overseeing the Meet NYU content site, the official social media presence for the Office of Undergraduate Admissions (@meetnyu on all your favorite platforms!), video, and email newsletters, and the Meet NYU print magazine. I also supervise a team of student Digital Ambassadors, and curate a complex editorial calendar that uses social media as a tool for audience growth and engagement.
@MeetNYU’s Instagram is one of our most powerful storytelling tools with regard to undergraduate admissions. Through our IG page, followers can discover articles with admissions advice, tune into Instagram Lives with our admissions counselors, and live the NYU experience and get their questions answered during our student-led day-in-the-life story takeovers.
Meet NYU Brand Realignment
Meet NYU Content Site
The heart of my work is to serve as the editor-in-chief for meet.nyu.edu – a content blog aimed towards prospective, incoming, and current students. I lead two separate editorial teams, one consisting of professional NYU staff writers and designers, and another made up of undergraduate student workers eager to share their journeys to and through NYU.
We saw 2.9 million page views in 2025 (a 184% increase year-over-year). Beyond creative direction, I ensure our online content follows best practices around Search Engine Optimization for maximal visibility and AI tool discovery.
In 2022-2023, I led a research-driven 9-month website redesign with the incredible team at Athletics. We identified student needs throughout the college admissions journey and redesigned the site from its original 2019 aesthetic to one more aligned with our Gen Z audience’s tastes and that would improve the overall user experience.
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I supervised how we updated the companion quarterly magazine (formerly known as “The Q” and now “Meet NYU Magazine”) to align more closely to the editorial elevation we gave the content site.
Based on our qualitative research, I initiated several new standing features for every issue including: campus resources, study abroad opportunities, and advice from admissions counselors and current students.
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Our social media channels also got a visual glow-up so we could create one seamless user experience. I like to call it the MeetNYUniverse.
Check out this video from our “hard launch.”
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Beyond the actual upgrades across our channels, I was tasked with creating a roll-out strategy for not only our prospective student users, but for other university stakeholders. In addition to connecting with other official NYU social media colleagues for help spreading the word, I crafted an announcement newsletter for more than 100,000 inquiries and admissions counselors, and offered a presentation Lunch & Learn to our admissions counselors to share how we optimized the site to better address prospective student needs.
“First NYU, Then Anywhere” Yield Campaign
With the admissions decisions released for the class of #nyu2028, our team launched our Yield campaign theme "First NYU, Then Anywhere," a reference to the many opportunities students have available to them when they become part of NYU's global network. To celebrate our newest class of Violets, I creative directed and produced (in collaboration with the fabulous editor Peter Acosta) this short video of NYU students, highlighting their favorite NYU experiences.
NYU Shanghai Video Series
After NYU Shanghai moved to its new Pudong campus, I worked in collaboration with our Public Affairs video team to creative produce a suite of videos about student life at the new campus in the heart of Shanghai. Additionally, I collaborated with our admissions and marketing counterparts in Shanghai to put together this interactive map of the unique campus.