The Market Line

The Market Line is a “new buzzy bazaar where fashionable foodies go to eat, drink, and get down in the heart of the Lower East Side.” The sprawling 150,000-square-foot underground food hall is a cornerstone property at Essex Crossing, a $2 billion mixed-use real estate development in downtown New York.

I was responsible for managing The Market Line’s social media marketing during my 1.5 years at Quallsbenson Advertising. I strategized and executed a social plan where I teased out behind the scenes progress and “get to know” exposes of the vendors leading up to the grand opening in November 2019.

I frequented the market 3-4 times a week to shoot and post compelling social content. I took pride in providing great hospitality with my balanced focus and attention to each vendor. I developed content plans to capture key moments during special events (i.e. Christmas, Hanukkah, Lunar New Year, and Super Bowl LIV). I outreached and managed relationships with local food and lifestyle influencers and hosted them at The Market Line to gin up awareness and tap into new audiences.

Within a week of the COVID-19 lockdown, I recognized the need to be proactive and pivoted The Market Line’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 to highlight the market’s safety protocols, charitable activities, contactless delivery, and vendor specials.