I am a Senior Content and Creative Lead with over 7 years of experience building high-performing content ecosystems at the intersection of strategy and hands-on execution. My career began in journalism and SEO editing, providing me with a deep editorial foundation that I now apply to full-scale creative production, branding, and quality assurance for brand product channels.
I specialize in translating product USPs into an authentic visual language. Most recently, I ran the Instagram presence for the fashion-tech brand LUMI (800k followers). My focus was on driving organic growth through intentional content that consistently achieved an average ERR of over 2%, with viral publications reaching an ERR of over 10%. By aligning every asset with the brand’s unique tone of voice, I generated millions of organic views and built deep community trust. My experience also includes successful market entries for brands like Joom, as well as various freelance projects in the e-commerce and tech sectors.
I am a “full-stack” creator: I define the strategy, curate the aesthetic, and personally execute assets using Figma, Canva, and CapCut. I bridge the gap between a Creative Director’s vision and a Producer’s execution, ensuring every piece of content is data-backed, pixel-perfect, and strategically sound.
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https://www.instagram.com/lumi_styling/ The LUMI Instagram account serves as my primary portfolio from the past two years, representing my work as Content Lead, where I took full ownership of the creative lifecycle from strategic planning to final execution. I was responsible for the entire content engine of this 800k-follower account, personally managing everything from high-level content planning and visual curation to hands-on design and video production. My approach focused on aligning product USPs with a premium aesthetic, consistently delivering an average ERR of 2%+, with viral publications peaking at over 10% ERR.
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