SOCIAL MEDIA MANAGER, CONTENT PRODUCER + COPYWRITER
I make short-form content for fashion, design, and luxury lifestyle brands — Reels and TikTok end to end, from concept through shooting, editing, and community. 5 years across agency clients including Arteriors and The Mart — agency accounts totaling 550K+ combined Instagram followers — plus my own label, where content drives 1.3M+ monthly views and placement in 5 US retailers.
New York, NY · Available for remote freelance and contract - kaseyjohnson42@gmail.com / (413) - 426 - 5054
SKILLS
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Platforms - Instagram, TikTok, Pinterest, YouTube, Facebook, LinkedIn, X, Later, Planoly
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Content & Production - Adobe Premiere Pro, CapCut, Adobe After Effects, short-form video production, on-site shooting, Reels, UGC sourcing
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Strategy & Management - Content strategy, Content calendars, Community management, Influencer/ambassador programs, Paid social, A/B testing, Campaign rollouts
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Analytics - Instagram Insights, Meta Ads Manager, KPI Reporting
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Design - Graphic design, Brand identity, Template design, Social asset production
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Writing - Copywriting, Caption writing, Platform adaptation, Hook writing
ARTERIORS HOME - @ARTERIORSHOME
[NOV 2022 - JUL 2025]
Daily Instagram for a luxury home goods brand whose audience is professional interior designers — people who spot a caption written from a product sheet immediately. Reels, Stories, UGC sourcing, and Product & Event rollouts including Kips Bay. Copy written from the room outward.
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340K followers. Avg 124K organic Reel plays/month. Story completion consistently above 90% against an industry benchmark of ~70–75%.
ARTERIORS HOME - COPYWRITING
Luxury copy has to sell without sounding like selling. For Arteriors, that meant leading with the design story — the room, the reference, the designer's intent — and letting the product arrive as part of it rather than as the point of it.
ARTERIORS HOME - REELS
A luxury brand's assets are strictly controlled, which is usually treated as a limitation. The work here was finding new formats, rhythms, and using trends inside a fixed visual language, so the feed stayed recognizably Arteriors while never running the same Reel twice.
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Individual Reels regularly reached 75K–150K views, sustained across three years of daily output on a tightly controlled brand system.
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141K organic Reel plays/month at peak, avg 4K monthly engagements across six months with no paid boost.
108k views
77k views
76.3k views
ARTERIORS HOME - STORIES
Daily Stories are where a luxury brand either sounds human or doesn't. Designed, curated, and published every day, aligned to seasonal campaigns and industry events. Building the graphic templates and story assets myself, reposting designer work, spotlighting product in real rooms, and covering events as they happened, all while keeping on brand with in-feed and website aesthetics.
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Top-performing Stories averaged 93% completion across six months — roughly 20 points above the Instagram industry benchmark of ~70–75%.
ARTERIORS HOME - ARTERIORS OUTLET
Challenge
Outlet content is where luxury brands usually break character. Discount messaging can cause a break in design, creating urgent, price-forward assets. Our challenge was to create graphics for Arteriors Outlet Online that moved product without giving the audience any reason to reassess the brand.
Approach
Designed the outlet graphics inside the existing brand system rather than alongside it: same typography and photography standards as full-price campaigns. Sale product was presented in room context the same way new product was, so the difference was the price, not the aesthetic or quality of the item.
Result
Outlet materials indistinguishable in quality from the main feed, without pushing sale pricing and desperation onto the viewer.
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Launched in June 2024, Arteriors Outlet was prioritized on Pinterest and was part of a broader Pinterest strategy that averaged $80K+/mo in attributed revenue.
ARTERIORS HOME - KIPS BAY SHOWHOUSE
Challenge
Kips Bay is the industry's most-watched showhouse, which means every brand in the category is posting the same rooms the same week. Arteriors was sponsoring — the job was to make their involvement feel native to the design conversation rather than adjacent to it.
Approach
A two-week rollout covering the designers, their spaces, and Arteriors pieces placed throughout — edited video, interviews, and captions written from each designer's concept outward. Timed to the showhouse calendar so the brand was present while the conversation was live.
Result
Sustained daily presence across the highest-attention window in the interior design calendar, with product placement embedded in the design story rather than interrupting it.
This Whimsical Drawing Room by @frenchandfrenchinteriors offers a vibrant reinterpretation of a traditional drawing room, blending American heritage with contemporary design. At its heart, a custom-painted mural showcases an early American landscape that is perfectly accented by the metallic hues of our Trainor Bar Cart. Our Turnley Cocktail Table is the centerpiece of the space, its rich red color enhancing the American aesthetic. #ArteriorsHome #KBShowHouse24 #DesignInspo
This timeless dining room, by @kimscodrointeriors, features our Costello Accent Table, Addison Drink Table, and Ayana Chandelier. Inspired by a 1948 Vogue Magazine cover by Cecil Beaton, ornate details, lush fabrics, and a dreamy color palette come together to evoke the anticipation of an unforgettable evening. #ArteriorsHome #KBShowHouse24 #DesignInspo
Step into “Sogno Verde,” a serene sanctuary by @champagnedesigns80 and inspired by Tuscany’s rolling hills and the beauty of nature. Our Danielle Flush Mount adds a touch of gold above the bath, harmonizing with the brass of our Thurlow Sconces and Edith Pendant. Our Durango Dining Chair and Zaldana Mirror complete the sitting area. #ArteriorsHome #KBShowHouse24 #DesignInspo
Inspired by Botticelli’s “The Birth of Venus,” @katefiglerinteriors’ drawing room exudes European elegance. Nature’s gentle influence can be seen throughout, including with our Encinitas Chandelier. Its floral elements highlight the feminine beauty of the space, a sanctuary for women to gather and connect. #ArteriorsHome #KBShowHouse24 #LuxuryDesign
THE MART - @THEMARTSHOWROOMS
[NOV 2022 - NOV 2025]
A Chicago architectural landmark and the host of the city's annual design conference.
Challenge
The Mart's social read like event marketing for a trade conference — announcements, logistics, calendar. We wanted to transform the feed to reflect the caliber of design showrooms inside the building.
Approach
Daily Instagram account management that focused on curating high-level designer projects that used products contained in The Mart Showrooms, building into the fantasy of what can be created when you shop the building versus reading like a product or showroom catalog. Rebuilt the Design Chicago marketing materials for the influencer and ambassador program. Shot and edited video on-site, cutting for the room, the light, and the details a designer notices — brand content rather than event documentation.
Result
A feed that reads as a design publication closer to Architectural Digest than a conference calendar, with a consistent visual aesthetic carrying across owned posts and ambassador content alike.
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Avg 342K monthly impressions. +8,240 followers over four months. Top posts hitting 80–91% non-follower discovery rates — meaning the content was consistently pulling in new audiences, not just performing for existing followers. Story link clicks grew 5x over the same period.
THE MART - COPYWRITING
Sourcing imagery of finished designer projects featuring pieces from The Mart's showrooms, then writing captions that credit the designer, describe the room on its own terms, and trace each piece back to where it came from. Every post works as both a designer spotlight and a showroom case study.
THE MART - DESIGN CHICAGO
Challenge
The Design Chicago identity read like a trade show. Soft mint and navy, a horizontal lockup. The branding worked, but we wanted to reframe it to position the Mart as a design destination.
Approach
Rebuilt the asset system around editorial framing. Swapped the pastel palette for high-contrast black, moved to a vertical 4:5 format built for feed and Story, and set the ambassadors inside an arched portrait window — a shape that references the Mart's own architecture and reads as a magazine portrait rather than a headshot. Kept the Design Chicago wordmark as the anchor so the branding carried, but rebuilt everything around it: date treatment, ambassador credit line, and a consistent crop that held whether the asset ran as a static, a Story, or a video frame.
Result
A single template the ambassador program could scale across dozens of partners without any of them improvising — every asset recognizably Design Chicago, and closer to an Architectural Digest spread than a conference flyer.
THE MART - EVENT VIDEO CONTENT
Event coverage usually looks like documentation. Shooting and cutting on-site instead let the footage function as brand content — the room, the light, the details a designer would notice — rather than proof the event happened. Our footage shot at Design Chicago was also intended to make the event look fun, enticing designers to join us next year by creating a sense of FOMO.
THE A&D BUILDING - @ADBUILDING
[NOV 2022 - NOV 2025]
On-site video production inside one of New York's premier design showroom buildings. Planned, shot, and edited Reels in the showroom environment — 85K followers.
Full-scale on-site video production for showrooms in the A&D Building.
EYES ON - @EYESONPODCAST
[JUN 2025 - DEC 2025]
Challenge
Launching a podcast means building an audience that doesn't exist yet. No back catalog, no followers, no proof anyone wants it. Retrofit Films had strong guests and no social presence to release them into, and a fixed launch date to build toward.
Approach
Scoped and proposed the launch strategy, then built the whole system: visual identity, content calendar, and a live presence across five platforms — Instagram, TikTok, YouTube, Facebook, and LinkedIn — before episode one aired.
Treated each episode as a source of short-form content rather than a thing to promote, cutting interviews into moments that stand alone so someone who's never heard of the show still stops. Built asset packages for each guest with their episode's posts and captions ready to share, turning every filmmaker into a distribution channel through collab posts. Ran daily community management through the launch window and developed the paid strategy alongside organic.
Result
A complete social operation live at launch across five platforms, with a visual identity and content system built from nothing in under a month — and a guest amplification loop that extended each episode's reach beyond the show's own audience.
EYES ON - DESIGN
A new show has no visual shorthand yet, so the assets have to build one while the audience is still forming. Thumbnails, in-feed quote cards, and episode artwork designed as a system rather than one-offs, so by episode five the feed reads as a brand instead of a series of posts.
EYES ON - REELS
A 45-minute interview contains maybe four moments worth a Reel. Finding them is the job. The filter: would this hold someone who has no idea who's talking? That means leading with the story, not the credential — the werewolf prosthetics before the resume. Tools used: Adobe Premiere Pro, Capcut, Adobe After Effects.
EYES ON - COPYWRITING
One story, five platforms. A LinkedIn audience wants the craft angle; Instagram wants the hook. Writing the same episode for each without letting any version feel like a translation of another.
Hook writing — Instagram, Eyes On podcast
Pulling the sharpest line from a 45-minute interview and building the caption around it.
"You can be the best makeup artist in the world, but who gives a sh*t if you can't work with people."
Talent will only take you so far. The real magic? Knowing how to show up, collaborate, and connect. @carleighherbert reveals the work behind the makeup in our first episode of "Eyes On: Conversations with Hollywood Filmmakers."
Platform adaptation — same episode, Instagram vs. LinkedIn
One story, two audiences, two registers.
Instagram: From @teenwolf's werewolves to @hbo's most anatomically detailed prosthetics, special effects makeup artist Carleigh Herbert takes us behind the scenes of Hollywood's jaw-dropping transformations.
LinkedIn: Discover how a dancing career pivot led to an unexpected path, why blood continuity is an art form, and what it really takes inside one of the industry's most demanding creative departments.
SOUR DICE - @SOUR.DICE
[AUG 2022 - PRESENT]
An independent label with no ad budget, no PR, and no team. Social isn't a brand awareness channel here, it's the sales channel. Every post is measured against inventory that was cut and sewn by hand or manufactured small batch, which means content has to do the work of a storefront, a lookbook, and a sales floor at once.
Approach
The full pipeline in one person. Shooting behind-the-scenes footage in the studio, e-commerce photography for the site, product promos, and event recaps — then writing, publishing, and running the community around all of it. Built the brand's visual identity alongside the content: logo, packaging, campaign assets, and the site they live on.
Result
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Grown from handmade garments to a full production studio, with a solo runway show at New York Fashion Week.
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Brand gets over 1.3 million Instagram views per month on average, with products pulled for photoshoots with top celebrities and publications.
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Content has positioned brand in a place where retailers are reaching out because of videos they've seen - brand is now placed in 5 retailers across the United States, proving a direct-to-sales outcome from content created.
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Our brand on the global stage - LISA of BlackPink wore our latex shorts in the 2026 "Goals" Fifa World Cup Music Video - a piece made in our studio by our small team.
SOUR DICE - SOCIAL MEDIA MANAGEMENT
Video creation, captions, and e-commerce photography, all shot in-studio or on set. Behind-the-scenes footage of the making — pattern to finished garment — runs alongside product promos and event recaps, so the audience is buying the process as much as the piece. Content is also sourced from photoshoots, music video shoots and more, emphasizing exclusivity and positioning the brand in the high-fashion world.
LISA wears Sour Dice in Fifa World Cup "Goals" Music Video (2026)
A viral video (2m+ views) that was seen by several stockists and celebrities who reached out about placement.
Video featuring our newest latex pieces.
SOUR DICE - BRAND DESIGN
Challenge
The 2022 identity was built for a brand taking custom orders over DM. Fuzzy dice, lowercase blackletter, red on white — legible, likeable, and unmistakably handmade. It described what the brand was at the time and capped what it could become. The rebrand had to move Sour Dice from playful to high fashion without discarding the equity already in the name.
Approach
Cut the dice. A logo that illustrates its own name reads as novelty, and it was the single element holding the brand at cute. In its place, a five-point star — abstract, ownable, and closer to the streetwear and fashion marks the brand now sits beside.
Kept the blackletter and shifted it from lowercase to title case to give it authority. Inverted the whole system onto near-black, so B71818 stopped being an accent on white and became the mark itself. Restructured the lockup from stacked and vertical to horizontal, which reads as a label rather than a sticker. Added "created in brooklyn, ny" — a line borrowed from garment labeling, doing the work of saying this is a fashion house, not a shop.
Result
An identity that scales from care labels to a runway. The 2022 system was already complete — profile assets, highlight covers, FAQ, sized wash labels, thank-you cards — so the rebuild carried through every touchpoint rather than stopping at the logo.
