Client Projects
Social
First
Molly Tea
Molly Tea is a authentic tea brand focused on delivering a fun and modern tea experience for young audiences. I worked with the team as a social media manager, where I developed the brand voice, created digital content, and led engagement strategies across platforms to support their store launch and community growth.
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Oversee daily operations of Molly Tea’s Instagram, ensuring smooth execution and strong engagement. The responsibilities included:
Tracking backstage analytics to monitor post performance, audience growth, and engagement trends.
Ensuring scheduled posts go live by checking content planning platforms like Later and Buffer.
Daily monitoring of the account to respond to comments, DMs, and customer inquiries, fostering community interaction.
Managing interactive content such as polls and prize-winning activities by responding to participants and coordinating prize distribution.
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Using tools like Later and Buffer, I managed the monthly content calendar, ensuring a steady, well-balanced mix of posts that aligned with promotional goals. This included:
Planning collaboration videos & branded digital photography campaigns to build brand credibility and momentum.
Copywriting in both Chinese and English for post descriptions, maintaining brand voice across audiences.
Monthly content performance reports & strategy meetings with the client to refine the direction and optimize engagement.
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To amplify brand awareness, I focused on building authentic influencer collaborations with food and drink content creators in NYC. I ensured a mix of small-to-mid-sized influencers to keep the content relatable and engaging. My responsibilities included:
Crafting personalized email outreach to attract influencers and invite them to try Molly Tea.
Maintaining a steady flow of influencer visits to generate consistent buzz.
Tracking influencer postings, including timing and engagement metrics, to analyze campaign effectiveness.
Developing and managing an influencer database for future collaborations and long-term brand partnerships.
Malatown
MalaTown is a fast-casual restaurant chain offering a build-your-own Malatang experience—think of it as the hot pot version of a Sweetgreen salad. I worked on the team as a creative content producer, where I developed video concepts, wrote scripts, and supported editing to highlight the vibrant, customizable dining experience across digital platforms.
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Capturing the essence of MalaTown’s bold flavors through engaging narratives.
Ensuring a balance of entertainment and brand messaging to keep videos informative yet fun.
Writing in both Chinese & English to appeal to a diverse audience.
Tailoring scripts for different platforms (Instagram, TikTok) to maximize engagement and virality.
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Monitoring video performance (views, watch time, shares) to assess content effectiveness.
Analyzing influencer-driven traffic to evaluate ROI and refine outreach strategies.
Tracking audience engagement trends (likes, comments, shares, and saves) to adapt content strategies.
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Identifying and reaching out to influencers who aligned with the brand’s aesthetic and audience.
Crafting compelling outreach emails that encouraged authentic and enthusiastic participation.
Ensuring a consistent flow of influencer visits, generating organic buzz for MalaTown.
Tracking influencer posts, engagement, and conversion metrics to analyze the effectiveness of campaigns.
Building an influencer database to streamline future partnerships.
Event Photography Examples:
