Ground Up International
At Ground Up International, I create compelling content for social media, write press releases, and develop integrated campaigns. I manage Amazon listings and marketing materials, oversee social media profiles on platforms like TikTok and Instagram, and coordinate events and photoshoots to amplify brand presence.
Campaigns
Disney Stitch Campaign
This campaign celebrated the launch of our all-new Disney Stitch high-top sneaker at Kids Foot Locker—channeling the wild spirit and lovable mischief of Stitch. Designed to spark imagination and adventure, the sneaker brings a burst of fun to every step for child.​
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I helped develop the storyboard, scouted and secured models, selected the location, and coordinated all shoot-day logistics with models and parents. I was also chosen as the campaign photographer, with all featured photos captured by me. Throughout the shoot, I ensured the kids felt comfortable, confident, and had fun on set.
Harrods Selfridges Campaign
To support our brand’s first-ever launch at Harrods and Selfridges in London, we developed and executed a digital campaign spotlighting our newest kids' footwear collection. The collection featured fan-favorite characters Peppa Pig, Bluey, and Paw Patrol, and was designed to drive excitement and engagement across the UK market.
For this project, I helped developed the storyboard for the campaign video, sourced and secured models, collaborated with influencers, coordinated the day-of logistics with models and parents, and ensured all children felt comfortable and had fun on set.
I also created fun, playful, interactive reels for social media, designed logo lockups for all final campaign assets and created website banners.
Lifetime of Magic
This campaign marked our exciting first collaboration with Disney Baby, celebrating the magic that grows with you throughout life. Featuring adorable Disney Baby shoes, the campaign brought joy and magic to our youngest fans and their families.
I worked closely with the team to plan the photoshoot, scout models, and send out products to influencers to help amplify the campaign. On the day of the shoot, I made sure everything ran smoothly, ensuring that the babies were comfortable and safe while capturing the magic on camera.
The campaign drove major engagement, with Ground Up’s Instagram account reach increasing by 300% during the campaign window.​
Never Stop Exploring
This campaign celebrated the little heroes of today, inspiring them to never stop exploring as they grow into the heroes of tomorrow. Featuring high-top sneakers, the campaign emphasized that your favorite hero is always by your side.
I helped develop the storyboard for the campaign video and played an active role in planning the photoshoot, including sourcing models, creating behind-the-scenes content, and ensuring everything ran smoothly on the day of the shoot.
The final assets were shared across social media, web banners, and featured on the Foot Locker Times Square Billboard. As a result, Ground Up’s Instagram experienced a 79.2% increase in viewership and a 152.4% increase in reach.
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Dream Bigger, Dress Brighter
This project was a digital campaign launching our 'Dream Big, Dress Brighter' back-to-school collection featuring Hello Kitty sneakers — encouraging girls everywhere to dream big and dress with confidence.
I coordinated the in-house photoshoot, selected and booked the models, helped film campaign content, and created trending TikTok videos to support the launch. My video clips were featured on the Foot Locker Times Square billboard!
The campaign drove major engagement, with Ground Up’s Instagram account reach increasing by 264% during the campaign window.
Amazon
I built and manage the Ground Up Amazon Brand Store—writing conversion-focused copy, uploading SKUs, and developing A+ content that showcases product storytelling and drives sales.
TikTok/Instagram Reel Content
I create engaging, on-brand content for Instagram and TikTok that drives views, boosts engagement, and builds community. From short-form videos and trend-driven reels to eye-catching graphics and captions, I specialize in turning ideas into scroll-stopping moments.
TikTok
