Essex Crossing
Essex Crossing is a $2 billion mixed-use real estate development in New York’s Lower East Side. Second largest just behind Hudson Yards. I was responsible for managing its social media marketing during my 1.5 years at Quallsbenson Advertising. I strategized and implemented social content to raise awareness of Essex Crossing and to offer residents and locals a curated guide to the best of the Lower East Side.
Within a week of the COVID-19 lockdown, I recognized the need to be proactive and pivoted Essex Crossing’s social strategy in order to continue to provide value to our client. Working collaboratively with my team at Quallsbenson, we shifted photography and storytelling narratives.
Top performing campaigns:
#EssexCrossingCares - Recognized and promoted healthcare professionals, essential workers and residential and retail staff.
#LowerEastPride - Highlighted local small businesses. Promoted local philanthropy efforts in the neighborhood and citywide. Used inspirational language and graphics that were uplifting and easily shareable.