Purpose-Driven Growth

At Filoli, I steadily grew our audience across social media platforms by focusing on genuine engagement and community connection. I made it a priority to interact with followers in the comments, reshare user-generated content, and stay actively involved in conversations within our niche.

By creating thoughtful, story-driven posts that reflected Filoli’s mission and beauty, I built a stronger connection between the audience and the brand—turning casual followers into loyal supporters over time.

Here we go a-wattling
2.4M views

I would encourage staff to create videos with me, or if they see something in the gardens that they think is social media-worthy, to then send it to me and post. This is the highest-viewed video on Filoli’s Facebook Page, showing the team that team-tailored content is successful.
Here we go a-wattling

Maria Luisa Soto
26.1k views

I collaborated with the Associate Director of Museum Interpretation and the Marketing Coordinator to research and create a “floating head” video that talked about Maria Luisa Soto, a woman whose story is untold in the history of the land in which Filoli is situated on. The audience response was overwhelmingly positive and inquisitive. We were able to shed light on a part of Filoli history not many knew of.
Maria Luisa Soto

If Filoli was in a Wes Anderson Film
26.1k views

I used the whimsy of Wes Anderson to show off the parts of the gardens and the house that people may oversee when they visit. Keeping up with social media trends can be advantageous when done with a purpose. Featuring staff in videos brings the human aspect back into Filoli’s storytelling, even if it’s a little silly.
Wes Anderson

A foggy Filoli morning
19k views

I utilized the natural beauty of the garden and posting organically brought awareness that Filoli is a destination in every season. Often times the gardens have slow seasons, and there was a period of time where there was a lull in visitors. This video subtly showed the beauty of the garden in “off-seasons”.
A Foggy Morning at Filoli

Follower Growth

Facebook

Instagram

TikTok

Other skills that I have cultivated over the years:

  • At the Lucile Packard Foundation for Children’s Health, I worked with the Senior Manager of Digital Fundraising on the donor website’s redesign.

    I assisted in collecting feedback from every team to ensure their department was accurately represented.

    I also led efforts in compiling images for the website that accurately reflected the diverse population of the hospital, as well as created icons to ensure brand consistency.

    At Filoli, I updated and maintained the website, often changing layout and brand colors to match the seasonal changes of the gardens. I also collaborated with internal stakeholders to ensure the information on the website was functioning and up-to-date.

  • I was the administrator for the Lucile Packard Foundation’s photo management, Cumulus.

    I was involved in the strategy and implementation to a new system, MerlinOne. This management system had the ability to house a variety of media the foundation had, including designed collateral, video, and interview recordings.

    I helped create the systems, tagging, and UI for the management system to be used organization-wide. I led meetings introducing the new system to stakeholders and also fieled user questions between the Director of Development Communications and MerlinOne.

    At Filoli, I assisted in the management of our DAM system, Canto. I ensured that photos were tagged correctly, credited photographers, as well as managed intake and permission forms for User-Generated Content.

  • I am proficient in InDesign, Illustrator, Lightroom, and Premier Pro

  • At the Lucile Packard Foundation, I was at the forefront of DEIB+ efforts. I served in the Diversity & Inclusion Taskforce for 1.5 years and served as Co-Lead for 4 months, and Lead for almost a year. During this time I worked closely with the Chief of Staff and a third party in the DEI+ space to create more resources for colleagues to feel connected, especially during the pandemic.

    I also implemented our first LGBTQ+ ERG, Rainbow Connection. The ERG hosted the Foundation’s first ever Pride event.

    At Filoli, I was involved in the D&I Taskforce and helped create and implement accessibility guidelines across collateral as well as the website. I actively sought out employees and encouraged them to tell their stories on our platforms, highlighting their work for Filoli as well as giving them a welcoming and comfortable space to be themselves.