Creative Strategist. Marketer. Documentary Photographer. Producer. Social Media Manager.
Most people specialize in either the strategy or the production. I do both: building the campaign architecture, creating the content, and leveraging performance data to ensure it scales. Whether leading brand identity, producing documentary-style media, or managing social channels, I build human-centered campaigns where creative storytelling meets measurable impact.
The Thriving Initiative
Client Portfolio
As Senior Marketing Director, I led a complete rebrand of The Thriving Initiative—a nonprofit building healing programs for survivors of stalking, harassment, sexual assault, and domestic violence—establishing our visual identity and multi-channel strategy from the ground up.
To support our mission while prioritizing community protection, I turned that foundation into an always-on content engine. I designed faceless social formats, text-driven visuals, and storytelling campaigns built to run continuously while strictly protecting survivor safety and confidentiality.
I used channel analytics and real-time performance data to constantly refine creative output, optimize content, and report growth strategy directly to executive leadership.
To make the system sustainable, I designed an internship training program to recruit, onboard, and manage a dedicated content team. This repeatable operational model expanded our reach and positioned the organization for long-term growth and key partnerships in the wellness space.
Cocktail Hour
Producer, Brand Photographer
The Count of Capri began as an independent spec project with my bar lead, Sierra, documenting the custom cocktails we created at our bar. With no brief or external client, I built out the visual identity and content strategy for the series, turning our everyday production process into a cohesive digital brand.
I produced and co-directed short-form video assets alongside brand photography and step-by-step tutorial content. By treating the project like an agile brand launch, we focused on value-first educational media, creative consistency, and audience engagement to build an entertaining, repeatable content franchise from scratch.
Shop Dress Up
Client Portfolio
As the strategic, creative, and social marketer for DressUp, I built a repeatable content pillar system that allowed seasonal campaign launches to plug directly into an existing framework. This eliminated the need to rebuild our strategy from scratch every cycle.
I managed end-to-end video production across full seasonal launches, concepting, directing, shooting, and editing high-performing short-form creative built to scale.
During active campaign rollouts, I integrated real-time trend intelligence and performance analytics to continuously refine our creative direction and format strategy.
This operational approach drove sustained, campaign-over-campaign engagement growth, ultimately achieving an average reach of 400K+ per Reel.
See www.katieholtzclaw.com/videography for social-first video examples.
SOCIAL MEDIA STRATEGY
A proposed revision of an existing brand's Instagram, built to show how I'd approach an account audit: not a paid engagement, a self-directed exercise in channel-level thinking.
Taco Bell’s current Instagram feed
My rebrand of Taco Bell’s Instagram feed
What I saw
The current feed shifts identity post to post: meme-driven one week, product-forward and more corporate the next. Nothing about the grid or the voice builds a through-line someone would recognize at a glance.
Visual Change
I rebuilt the grid around one consistent visual system built on a day/night contrast: crisp, professional kitchen photography for daytime food content, moody flash-lit shots for a late-night snack mood after dark. Product and campaign posts read as the same account instead of two different ones competing for attention, and fits the Taco Bell brand of food for breakfast, lunch, dinner, and a late night munchie session. Memes stayed off the grid entirely and moved to Stories, where that kind of fast, disposable content belongs.
Voice Change
I tightened the caption voice into a single, consistent personality rather than swinging tone from post to post. I kept the aesthetic still playful, but recognizably one voice instead of whoever wrote that day's caption, and I created a concise aesthetic and vibe for each post while still keeping variety.
Why It Matters
Consistency isn't the opposite of personality, it's what makes personality legible over time. A feed people can recognize without reading the handle is doing more brand work than any single viral post.
Visual Photography
Most social and brand marketers plan content after the fact, working backward from whatever assets happen to exist. I plan from the frame outward. My background in photography and production means I analyze a visual the same way a strategist analyzes performance data: what is the core story here, and will it stop someone mid-scroll?
I focus on moments where visual direction and space do the subtle emotional work that copy alone cannot achieve. That is my edge as a creative marketer. I am not guessing at what will capture attention because I have spent my career behind the lens building the exact elements that hold it. Strategy tells you what to say. Production and visual direction teach you how to make an audience feel it.
Currently Writing
REAL WORK — IN PROGRESS
Still Here, an original ensemble drama, in development with a pitch deck and pilot script currently being written. Also maintain a Sex and the City spec script as a standalone writing sample. Materials available on request.
Character-Centric Audience Empathy
Writing complex ensemble scripts requires deep psychological understanding of different character motivations—a skill that directly translates into developing nuanced consumer personas, audience segmentations, and targeted brand messaging.
Pitch Deck & Concept Development
Developing Still Here from concept through pitch deck requires high-level narrative architecture: distilling complex themes into a sharp visual hook, pacing a narrative arc, and framing a project to secure stakeholder buy-in.
Tone Adaptation & Brand Voice
Writing a spec script within an iconic, established universe (Sex and the City) demands masterclass voice matching. It proves an ability to analyze a brand's DNA, capture its distinct tone, and write seamlessly within strict guidelines while keeping the content fresh and engaging.
Whether building a TV pilot or a multi-quarter brand platform, the fundamental mechanics are the same: world-building, conflict, and resonance. Great marketing makes people care.
Long-Form & Campaign Storytelling
How Narrative Writing Informs My Marketing & Creative Strategy
Girls Trip, Minneapolis
Shot, directed, and edited by me.
Vertical music video shot entirely on a 2010 point-and-shoot, cut to “Brand New Channel$” by Slayyyter.
CONTACT
holtzclawproductions@gmail.com
678-622-9765
Full portfolio, additional photography, and production work are at katieholtzclaw.com.