As Head of Social Media at UPMC Health Plan, I lead the creative development and visual execution of social-first campaigns that strengthen brand awareness, drive engagement, and communicate healthcare messaging in an approachable and impactful way. My work spans campaign concepting, creative direction, content design, and platform strategy across both paid and organic social channels.

• Creative direction for social media campaigns

• Social-first graphic design and visual storytelling

• Paid and organic social media asset creation

• Brand strategy and campaign development

• Multi-platform content adaptation and optimization

• Marketing and advertising creative support

• Content calendar visual planning

• Collaboration with internal marketing and communications teams

• Audience-focused campaign messaging and design execution

• Trend-driven creative ideation for engagement and brand growth

• Maintaining brand consistency across all digital touchpoints

My design approach combines modern, clean visuals with engaging storytelling tailored for social media audiences. I focus on creating content that feels approachable, visually dynamic, and aligned with the broader brand identity while remaining optimized for fast-paced digital environments.

The work often incorporates bold typography, strategic use of color, strong visual hierarchy, and authentic imagery to create content that is both informative and emotionally resonant. Each campaign is designed with accessibility, clarity, and audience engagement in mind, balancing polished healthcare branding with contemporary social design trends.

The overall aesthetic is modern, people-centered, and highly adaptable across platforms — blending marketing strategy with visually compelling creative that drives connection and engagement.

Role: My role was designer for all pieces shown.

UPMC Health Plan