Client Projects

Social

First

    • 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.

    • 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.

    • 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.

    • 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.

    • 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.

    • 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.

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.