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 Lead Social Producer & Editor, the demand was there. The infrastructure wasn't. A team of two, an ambitious content calendar, and a brand-new experiential retail space in SoHo that needed to live on TikTok, Instagram, and YouTube — all at once.
I built the system. Scaled the team from two to five, stayed hands-on across direction, camera, and editing, and designed the workflows that let us move at the speed of social without losing the polish Allure is known for.
I directed shoots, managed freelancers, and collaborated directly with Condé Nast leadership — every project had to be fast, and every project had to be unmistakably Allure.
Result: 100+ videos and photo assets delivered in Q4 alone — on brand, on schedule, and built to perform.
