Social Media
Since joining Hotels Above Par in July 2022, I’ve helped grow our Instagram following from 80K to over 190K by developing a cohesive site-to-social strategy that brings our editorial stories to life visually. I manage our weekly content calendar and help maintain a steady cadence of high-quality posts, often 1–2 per day, 5–7 days a week. Many of our top-performing posts are ones I pitch, write, and adapt across web and social, with many also designed by me.
Top-Performing Posts
Creative Series & Reels
Boutique Hotel of the Week.
To kick off our new weekly hotel spotlight series, “Boutique Hotel of the Week,” we transported followers to the heart of Tuscany with a feature on Villa Ardore—a restored 16th-century stone farmhouse turned dreamy boutique villa. I curated visuals, crafted the narrative, and directed the design to evoke the feeling of la dolce vita, all while driving traffic to our full editorial review.
Mentally, We’re Here.
A scroll-stopping social series designed to tap into our audience’s daydream mindset. Each post transports viewers to an idyllic boutique hotel setting, pairing evocative travel imagery with clever, escapist captions. I conceived the series, led the design direction, and oversaw visual execution to align with our editorial tone and Instagram aesthetic.
Book With Us.
To spotlight boutique hotels bookable through our site, I concepted and produced this aesthetic Reel using B-roll I shot onsite with my iPhone. I edited the footage to align with a trending Instagram audio track and overlaid branded typography for visual cohesion. This video kicked off our “Book With Us” series, blending organic travel content with editorial direction to drive bookings via our platform.
Branded Collaborations & Giveaways
Above Par Star Awards.
To build anticipation for our first-ever Above Par Star Awards, I concepted and edited a teaser video that spotlighted eye-catching visuals of standout boutique hotels. I paired fast-paced transitions with a trending audio clip and branded text overlays to create a dynamic, scroll-stopping announcement that aligned with Hotels Above Par’s aesthetic and tone, driving excitement and engagement ahead of the awards reveal.
Style & Stay Giveaway.
To grow both Hotels Above Par and our sister platform, Shop Above Par, I led the creative and design direction of this high-performing giveaway in collaboration with The Pearl Hotel and handbag brand Isle of My. I also coordinated the inclusion of a third partner, Othership, to round out the prize package with a wellness element. From conceptualizing the visual identity to aligning with brand partners and crafting a compelling call to action, I ensured the giveaway resonated with our audience while driving engagement and new followers across platforms.
Print Magazine Launch.
To celebrate the debut of Hotels Above Par’s inaugural print issue, I partnered with our video coordinator to concept and direct a playful video carousel captured at our holiday launch party. Paired with a trending, trés chic Instagram Reel soundtrack, the content spotlighted the magazine’s release while driving engagement around our limited-edition giveaway.
Content Planning & Execution
I played a key role in launching the Instagram presence for Shop Above Par, the e-commerce extension of Hotels Above Par. In collaboration with our Chief Revenue Officer and Managing Editor, I helped lead weekly content planning meetings to ideate and execute posts that brought the platform to life visually. Using Google Calendar and Sheets, we established a structured publishing cadence of 3–4 posts per week, including Reels, carousels, and story graphics, which drove traffic to our site and affiliate storefronts, resulting in early success in content-to-commerce.
