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!), strategic video, email newsletters, and the Meet NYU print magazine.
I also supervise a team of 21 (!) student Digital Ambassadors, and curate a complex editorial calendar that centers social media as a tool for audience growth and engagement.
@MeetNYU’s Instagram and TikTok accounts are some of our most powerful storytelling tools. 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.
Key Stats
Our undergraduate marketing team boasts record-breaking undergraduate application numbers in 2024-25 and 2025-26 application cycles (120,000 and 124,000, respectively!)
Generated ~$9.6 million in application revenue during the 2025-26 cycle
In 2025, Meet NYU content site garnered 2.9 million page views in 2025 (a 184% increase year-over-year)
A record 10 million video views across YouTube, Instagram, TikTok & Facebook (up 241% last admissions cycle)
~63k followers on Instagram ( 6% increase during last admissions cycle!)
~57k followers on TikTok (26% increase during last admissions cycle!)
~10k followers on Threads (6% increase during last admissions cycle!)
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 ambassadors eager to share their journeys to and through NYU. Meet NYU offers everything from advice from NYU admissions counselors about tackling the Common Application, photo essays of students’ study abroad adventures, profiles featuring our illustrious faculty and alumni, advice for students weathering the highs and lows of their first semester of college, an inside peek at NYU’s most popular and hidden gem majors and minors, and much more.
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.
To further help the prospective student journey, in my tenure, I spearheaded collaboration with our web developers to create interactive tours for our Shanghai and Abu Dhabi campuses. I worked with colleagues across time zones to coordinate and curate every aspect of these tours, from which locations we featured to choosing images and workshopping editorial copy.
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 better aligned with our Gen Z audience’s tastes, and that would improve the overall user experience.
Click the accordion menu below for how my team and I integrated this redesign across print and social media!
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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 with the editorial elevation we gave the content site. We mirrored aesthetic elements from the website in the color scheme and highlighter motif of core features as well as integrated greater UGC (user-generated content) in the form of student writings, artworks, and photography.
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. Check out this folder to see more issues from before and after the redesign.
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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.
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Summer 2024
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Summer 2025
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Fall 2025
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Winter 2025
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Fall 2026
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Summer 2026
Working on the magazine is one of my favorite parts of my role! This duty used to rotate between members of the team until I asked to take it on. I liked it so much. Meet NYU Magazine is released quarterly to 60,000 domestic inquiry students and their families. I lead the editorial strategy for each issue to balance representation of our three global campuses and 10 NYC-based schools and colleges. Additionally, I collaborate with the designers to select an eye-catching cover that speaks to our audience while staying true to the NYU brand. I also oversee edits to the manuscript, correct proofs, and get stakeholder buy-in for final reviews.
NYU Shanghai Video Series
After NYU Shanghai moved to its new Pudong campus, I worked in collaboration with our Public Affairs video team to ideate and creatively produce a suite of videos about student life at the new campus in the heart of Shanghai. Check out a few of my favorites!
“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 conceptualized, creatively directed, and produced (in collaboration with the fabulous editor Peter Acosta this short video of NYU students, highlighting their favorite NYU experiences.