Guided by the theme of cultural cartography, this volume mapped the connections between creators, culture, niches and influence, serving as both a reflection of the change in the industry and our deep knowledge of the landscape.
From concept through launch, I managed each stage of development. I refined the editorial direction, coordinated with contributors, and oversaw content creation, editing and design. I managed the production and distribution of all printed assets, overseeing timeline and budget and ensuring seamless execution from vendor management through fulfillment by collecting over one thousand mailing addresses.
In tandem, I worked on the campaign concept development alongside design and strategy, from research, moodboarding and briefing until post production and rounds of feedback. I produced all visual assets, including photo and video shoots, interviews, and resulting social content that extended the Almanac’s impact.
To celebrate the release, we coordinated the widespread distribution and sharp online presence to culminate in the launch party - an exclusive event aboard a private sail boat at sunset hours along the NYC skyline with passed hors and drinks. I oversaw all contracting, negotiation and outreach strategy and RSVP management for the event, which was designed for a select group of VIP guests. The intentionality of this edition and the precision of the event transformed the Almanac into a marker in the company’s timeline
I produced the campaign photoshoot from sourcing props and day of assistance to assets coordination and post production. I was then responsible for running the OOH wild postings campaign leading up to the event and coordinating content capture during install to create assets for promotion.
I also managed the production and distribution of physical invitations, including sourcing, producing and assembling custom-engraved keys and key tags inside luxury customized boxes that were sent to over 100 influencers and 150 clients. The influencer keys had instructions to a secret location which was an activation I oversaw from installation to reporting. I managed materials and tech research and sourcing, doing the experiential design to transform the space, coordinating stock with over 20 brand partners, tracking security footage for content and to confirm attendees, tracking socials to see organic content generated, and more.
Over the course of three days, dozens of influencers unlocked lockers filled with over $1,200 in curated product. In total, we distributed more than $50K in products from 20+ brand partners, generating 100+ pieces of organic content, nearly 7 million in reach, and over 120K engagements.
The client keys in the other hand, invited our brands to a private launch event held the day after the activation concluded. In 24 hours the same venue was transformed into an immersive presentation space for over 200 attendees. The presentation was followed by an party to celebrate theofficial launch of the new Fohr App.
From producing the photoshoot to sourcing every key, lock, and engraving detail, coordinating OOH campaigns to executing the event itself, I led logistics, production, and strategic alignment to bring this vision to life, solidifying it as a milestone moment in the company’s history.
I managed every detail from pre-production through run-of-show, including timeline development, budget management, vendor sourcing, and cross-functional coordination with marketing, creative, and leadership teams. I also led the production of all creative assets before and after the event; from print and digital collateral, branded on-site elements and installations before and during the event to the creation of social assets from concept to delivery, managing feedback and approvals after the event .
Additionally, I tracked RSVPs, handled internal communications and guest outreach, and curated a series of thoughtful attendee experiences through out the Conference.
Once the details were aligned I was responsible for liasing between the teams, gathering specs and requirements and working with the design team and our CEO to generate multiple ideas that maximized our impact and got a story accross while also following the guidelines. It was a process of less than a month between agreement signed and paint hitting the wall.
During this process I also worked on developing a social plan and advocating to hire a videographer to help us capture the content of such a big moment. I oversaw contractor negotiation, creative briefing, vision alignment, shoot scheduling, day of production, asset delivery and management, and led rounds of feedback until the content went live.
I was responsible for liasing between the design team and our CEO, sourcing all of the materials, overseeing label design and production (down to the exact tiying technique), and managing safe and timely assembly, packaging, and shipping logistics nationwide.
I built and managed a comprehensive production timeline, tracked budgets, sourced and negotiated with a range of vendors, coordinated fulfilling logistics and the internal creative campaign to ensure the final product was as delightful to receive as it was to see it online.
From concept through distribution, I managed every stage of development. Refining the editorial vision, coordinating the open call for pitches, leading pitch review to narrow down the selection, managing content creation and editing, coordinating design, production, printing and mailing. In tandem, I oversaw the marketing campaign that supported the release, including producing photoshoots, managing asset creation, and coordinating multi-channel distribution.
To bring the theme to life, we ran a giveaway for a stay at Troutbeck, a stunning property in upstate New York, and distributed copies of the Almanac at curated collaborating spots throughout the Lower East Side as a physical activation.
I also produced our launch party, managing every detail from vendor coordination, activation, pop up passport photo station, guest experience, menu development, F&B and more to ensure a cohesive and elevated rollout and celebration.
I partnered with our Customer Success and Executive teams to identify the most relevant topics, gathered insights and resources from internal experts, and translated them into compelling, digestible scripts. From there, I cast internal talent, coordinated filming schedules, and oversaw production in close collaboration with our external director and in-house design teams.
After leading pre-production and producing the shoot day, I managed multiple rounds of extremely detailed post-production feedback with the editor and director ensuring factual accuracy, consistent tone, and strong brand alignment throughout. I also handled timelines, budgets, production calendars, asset delivery, and the digital publishing strategy to ensure a seamless and effective rollout.
In the end this creative and interdepartmental initiative produced 10 videos, each 5–8 minutes long, featuring captivating visuals, clear messaging, and valuable information that our clients can reference anytime to deepen their knowledge in this industry and improve their own work and campaigns.
Click here to see full result
My responsibilities now span the entire event process: from yearly calendar planning, creative concepting, and venue scouting, to budget management, menu curation, and vendor coordination (catering, bartending, photography, DJ, and much more). I oversee staffing, communications, invitation strategy and language, guest outreach, RSVP tracking, on-site logistics, designed assets, material production, and post-event reporting - ensuring every event delivers maximum impact.
Since 2024, I have also led Fohr’s Employee Engagement Group, overseeing four key initiatives that strengthen our internal culture and community and our tie to our industry:
- Fohr Good: Creating opportunities for our team to give back and drive positive impact in our local community through volunteering or donating.
- Fohr U: Establishing ourselves as leaders in the industry through knowledge sharing in educational events.
- TenFohr: A tradition since Fohr started which brings together internal and external voices for engaging, unexpected speaker series and storytelling events.
- Fohr Fun: Building team connection through joyful, creative, and social experiences outside of everyday work.
As the Project Manager and Managing Editor for Fohr’s first-ever printed publication—The Fohr Almanac of Influence—I led the initiative from initial concept through to final distribution. This end-to-end effort included drafting the project scope, allocating resources, defining cross-functional roles, developing a timeline and budget to overseeing content selection and development, the editing process, and curation of all content.
Simultaneously, I managed the parallel workstreams of production, printing, distribution, and the social launch strategy—ensuring alignment across internal teams and external vendors. The Almanac was an ambitious, multi-dimensional project that required deep collaboration between departments, creative precision, and a strong command of logistics to deliver a publication that reflected the sophistication of our brand and the depth of our industry expertise.
In addition to managing timelines, budgets, creative assets, and approvals, I also led supporting marketing activations and the launch event to amplify its reach and resonance. The result was a visually stunning and strategically impactful artifact that not only positioned Fohr as a thought leader in the space but also set a new internal standard for creative excellence.
This years holiday gift was a clear step up from previous years simple bottles in boxes, it was a carefully orchestrated experience. Each bottle was hand wrapped in custom-designed newspaper, strategically tied and wax-sealed with our CEO’s insignia. I oversaw the sourcing, label production, assembly process, packaging and distribution.
The project’s complexity demanded fast thinking and creative problem-solving, from replacing an entire batch of inadequate corks at the eleventh hour to coordinating with multiple vendors accross the country.
I managed a web of interdependent timelines and a tightly controlled budget, sourced and negotiated with several suppliers to bring each element to life while coordinating fulfilling logistics and more.
The result? A gift that captured Fohr’s aesthetic rigor, storytelling ability, and appreciation for the people who helped shape the past decade.