During my time at GoodwillNYNJ, I led a range of creative projects that supported both marketing and mission-driven initiatives. One highlight was developing custom invitations and branded merchandise to promote our participation in the ReelAbilities Film Festival. On the fashion front, I collaborated with bloggers and influencers to host in-store events, designing digital and print assets that helped drive foot traffic and engagement. A core focus at Goodwill is empowering individuals to achieve independence through the power of work, so I also created targeted materials for programs supporting key groups such as veterans, recent college graduates, and school-aged children.

In addition to campaign and event support, I also produced a printed quarterly newsletter, collaborating with various departments to gather compelling copy and visuals—often stepping in as photographer to capture original content when needed. This newsletter served as a storytelling platform, spotlighting GoodwillNYNJ’s community impact, success stories, and program updates.

I also managed a variety of online social media contests designed to boost engagement and foot traffic, from interactive holiday scavenger hunts that encouraged customers to explore local Goodwill thrift store locations, to high-profile giveaways like tickets to a Beyoncé concert. These initiatives not only amplified our digital reach but helped foster a stronger emotional connection between the brand and its community.