Beauty at scale — building scalable content systems without sacrificing craft.
Condé Nast doesn’t compromise on quality — but they needed volume.
When I joined Allure as Social Video Production Manager, our team of two was tasked with keeping up with an ambitious content calendar covering retail activations, influencer collaborations, and social campaigns. The demand was there — the infrastructure wasn’t.
I led video and photo production for Allure Magazine’s first retail experiential space in SoHo, NYC, scaling the team from two to five while staying hands-on across direction, camera, and editing. My focus was designing efficient creative workflows — balancing Allure’s editorial polish with the speed of social.
I directed shoots, managed freelancers, and collaborated directly with Condé Nast’s leadership to align strategy and creative. Each project had to move fast yet stay unmistakably Allure — elevated visuals, precise storytelling, and seamless brand voice.
Result: 70+ videos and photo assets delivered in Q4 alone — all on brand, on schedule, and optimized for engagement across Instagram, TikTok, and YouTube.
