Madhuri Pawar
Hi, I’m Madhuri Pawar, a Toronto-based content creator and founder of Wooly Alice.
About
Hi, I’m Madhuri Pawar, a Toronto-based content creator and founder of Wooly Alice. I build visually distinctive short-form videos with a cozy knitted-wool aesthetic, blending ASMR, lifestyle, food, and storytelling into scroll-stopping series for Instagram.
I create concepts from scratch, direct the visuals, and manage production through editing and publishing, all while paying close attention to audience retention and engagement. I’m also expanding into UGC and brand partnerships—creating authentic product and lifestyle content that feels native to social and resonates with communities.
- Joined September 2026
Industry experience
- Media & Entertainment
- Retail
Work experience
Launched and scaled a second short-form content account to 3K+ followers after its September 2026 launch. Create and test original content concepts across emerging formats, managing planning, creative development, production, and publishing. Experiment with different storytelling approaches and visual styles to learn what drives audience response. Develop assets suited for organic social, UGC-style campaigns, and potential brand partnerships.
Founded and manage Wooly Alice, a visual content brand with 350K+ Instagram followers. Develop original short-form video concepts centered on ASMR, storytelling, and a recognizable recurring character/world. Direct content from initial concept and visual development through production, editing, and publishing. Produce content across food, cooking, home routines, countryside lifestyle, travel, and seasonal themes with strong visual hooks for retention. Track performance to identify formats that resonate, maintain brand consistency, and explore sponsored content and creator partnerships. Collaborate with creative/AI content production platforms to develop original visual assets.
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