Social & Content Strategist. Brand strategist. Marketer. Documentary Photographer. Producer, whichever the project needs. Most people do one side, the production or the marketing. I do both: create content, then make sure it performs, or build the strategy and let the content prove it works. Real, unscripted, unforgettable, and the most important aspects of what we do that make brands feel human. This is where brand meets performance. Real performance.
The Thriving Initiative
Client Portfolio
As Marketing Director, I led a complete rebrand of The Thriving Initiative, a nonprofit building healing programs and centers for survivors of interpersonal violence, including stalking, harassment, sexual assault, and domestic violence.
I built the brand identity and content strategy from the ground up, then turned it into an always-on system, faceless social content, text-driven visuals, and storytelling campaigns built to run continuously, all while protecting survivor safety and confidentiality in every piece.
I used performance data to keep refining what worked, reported strategy and results directly to leadership, and built the internship program to train a team to run the system I'd built. That foundation positioned the organization for long-term growth and partnerships in the wellness space.
Shop Dress Up
Client Portfolio
As the brand's strategic, creative, and social marketer, I built a content pillar system for DressUp designed to scale across seasonal launches rather than get rebuilt each cycle.
I concepted, directed, shot, and edited short-form video campaigns end to end, then used trend forecasting and performance analytics to keep refining what worked in real time, averaging 400K+ reach per Reel.
The system meant every seasonal launch could plug into an existing structure instead of starting from scratch, keeping content consistent and performance climbing campaign over campaign.
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.
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.
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.
Visual Photography
Most social strategists plan content after the fact, working from whatever's already been shot. I plan from the frame outward. My photography background means I read an image the way a strategist reads data: what's the story here, and will it stop someone mid-scroll? I'm drawn to moments where light and space can subconsciously do the emotional work that copy could never do, and that’s what social is all about. That's my edge: I'm not guessing at what will hold attention as I've spent a career building the thing that holds it. Strategy tells you what to say. Photography (and videography) taught me how to make someone feel it.
CONTACT
holtzclawproductions@gmail.com
678-622-9765
Full portfolio, additional photography, and production work are at katieholtzclaw.com.