africadirect.com
Directed all product photography for web, ads, and social media, delivering platform-optimized, visually engaging content.
Managed social media campaigns (Facebook, Instagram, Pinterest) aligned with sales goals, boosting engagement and conversions.
Designed key creative assets—web layouts, banners, email graphics—and executed weekly promotional campaigns via Klaviyo.
Spearheaded full Shopify website overhaul, improving UX, navigation, and mobile responsiveness.
Managed and optimized a 10,000+ item product catalog, writing SEO-driven descriptions to improve search rankings and sales.
Led copywriting including: Headers, Banners, Ads, Social media, and content for blog posts.
email marketing
I managed the company’s email marketing through Klaviyo, creating targeted campaigns and automated flows that supported customers throughout their journey. I segmented audiences based on behavior and purchase patterns, designed clean and engaging templates, and wrote copy that reflected the brand’s voice. By monitoring open rates, click-through rates, and conversions, I continually refined the strategy to boost engagement, strengthen retention, and drive steady growth.
The above is an example of International Women’s Day newsletter body image. I also produced a header and social media post as well as content for the email.
social media
I led the creation of social media content across Facebook, Instagram, and Pinterest, developing concepts, photographing the visuals, and ensuring each piece aligned with the brand’s goals and aesthetic. I oversaw the full social marketing strategy—from ideation and production to scheduling and optimization—and closely tracked performance metrics to measure engagement, growth, and overall impact. This allowed me to continually refine the content strategy and maximize reach and conversion across all platforms.
The above is an example of our ‘Beads of Time’ social media post featuring historic and unique beads from around the world displayed as four seasons.
Blog and Content
I wrote monthly blog posts, connecting customers with the iconography and history behind the products—including one that was used in a talk on art history.
“The Influence of African Art on Modern Artists and Design. The profound influence of African art on modern art and design is a dynamic and multifaceted phenomenon that has significantly shaped the development of 20th-century visual culture. With its distinct aesthetic, spiritual depth, and emphasis on abstraction, African art presented a radical departure from the Western artistic traditions rooted in classical representation…” (example of 1st paragraph)