Experience

Case Study: Building Marketing Infrastructure in a Non-Profit Arts Organization

ABT operates with a highly respected artistic legacy but, like many performing arts institutions, its marketing systems evolved organically rather than through a centralized analytics structure. One of my core projects was building a Salesforce-based campaign tracking system for the entire 2026 Summer Season. Previously, campaigns existed across multiple channels but were not consistently categorized or measured. I designed a framework that grouped campaigns into structured categories: Email marketing, Earned media and press, Website promotion, Social media, Out-of-home advertising (NYC billboards). This system allowed the team to compare marketing effectiveness across channels, using metrics like conversion rate and acquisition cost to inform future strategy.

Working in a nonprofit performing arts organization showed me how different mission-driven institutions are from purely commercial companies.

At ABT, marketing is not only about growth, it is about helping an art form survive and continue reaching new audiences.

Many of the company’s archives date back to the 1920s, and much of its history still lives in physical playbills and posters that have not yet been digitized. At the same time, the team understands how important it is for ballet to adapt to modern platforms and technologies.

Implementing a Salesforce campaign system from scratch allowed me to contribute to that transition. I had to learn how to organize campaigns, structure marketing data, and translate artistic outreach into measurable engagement.

What I learned most from ABT is that meaningful work often sits at the intersection of passion and practicality. Institutions need both: the dedication that preserves cultural traditions, and the systems that allow them to evolve.

It reminded me that a career should not only be built for a résumé, but also for a legacy.

Highlight Project: Launching the “Social News” Category

While conducting platform monitoring, I identified a high-performing but unmanaged content niche: Social News. Although the category showed strong engagement potential, it lacked a structured content strategy. After conducting market and competitor research, I proposed piloting a dedicated content initiative.

Over a two-month period I: operated three accounts focused on Social News content; produced 50+ gallery posts per week; managed community interaction and follower growth; conducted ongoing performance testing and optimization.

Results: 70k+ average views per post, 300+ engagements per post, 5k+ follower growth in two months, 14% increase in target audience content consumption.

This internship gave me a full-cycle view of how a platform ecosystem evolves. The process usually follows three interconnected layers:

Monitoring the ecosystem — Understanding what content performs well and why.

Strategic experimentation — Testing new content formats or categories based on data insights.

Scaling through creators and algorithms — Translating successful patterns into creator partnerships and platform distribution.

Through this process, I learned how platform growth depends on the interaction between data analysis, market research, and content intuition. It also strengthened my ability to think strategically about platform development—whether the goal is expanding new content categories or improving engagement within existing audiences.

Campaign Highlight: Holiday Influencer Campaigns

I co-led two large-scale holiday campaigns during Thanksgiving and Christmas, each involving over 30 creators. Responsibilities included: creator selection, collaboration negotiation, script alignment, campaign coordination. Results: 15M total campaign reach, CPM between $4–$6. These campaigns demonstrated how creator partnerships can drive high-impact growth with efficient marketing spend.

This experience introduced me to the operational side of the creator economy. I learned that influencer marketing is not simply about exposure, it requires structured systems, careful analysis, and continuous experimentation.

There were four lessons that shaped how I think about creator ecosystems.

First, outreach is a numbers game. Not every message receives a response, and that is normal. Sending one hundred outreach emails might lead to only three or four replies, but those few responses can lead to meaningful collaborations. Some of our partnerships with creators with millions of followers started through simple cold outreach.

Second, systems matter. Developing structured templates for outreach, communication, and collaboration makes the process far more efficient. A repeatable workflow allows teams to scale partnerships without losing consistency.

Third, creator evaluation requires deeper analysis. Instead of focusing only on follower counts, we analyzed engagement rates, view-to-like ratios, previous collaborations, and audience alignment to determine whether a creator truly matched the product and campaign goals.

Finally, speed and experimentation are essential in internet content. Before this internship, I tended to approach creative work with a perfectionist mindset. Working in a fast-paced digital environment taught me that testing frequently is more valuable than perfecting a single piece of content. In many cases, done is better than perfect—you publish, observe what resonates with users, and then scale what works.

Peliplat was my first professional experience, and it taught me many fundamentals about working in digital media communities.

At 18, one of the most important things I learned was how to work with people—how to communicate with contributors, conduct outreach, and identify potential creators who would be a good fit for the platform.

Peliplat aimed to build a community for film lovers rather than simply a content platform. My role focused on community operations, which included selecting high-quality film reviews, writing and editing articles, and identifying contributors who could strengthen the community.

Through this experience, I began to understand how online communities grow: not only through content, but through carefully selecting voices, maintaining quality, and fostering meaningful conversations among members.

It was the first time I saw how media, storytelling, and community-building could come together on a digital platform.