As an Account Executive for PRLab, I worked closely with a team to develop and execute a comprehensive PR plan for Morgan Memorial Goodwill, focused on increasing brand awareness and driving in-store traffic across the Boston area. This role has been a mix of strategy, creativity, and hands-on execution, including:

• Creating consistent, video-first social content across Instagram and TikTok, including launching reusable series like “Thrift or Pass” to keep content fresh, recognizable, and engaging

• Planning and executing a Spring Cleaning clothing drive in collaboration with Boston University’s Campus Closet, helping bring the campaign to life through on-campus activation and student involvement

• Supporting Goodwill’s 2026 Boston Marathon campaign by developing social content and contributing to press materials, including runner storytelling and targeted media outreach

It’s been a super collaborative and fast-paced experience where I’ve been able to take ideas from brainstorm to execution and actually see them come to life both online and on campus.

See below for some of the promotional materials I created for these campaigns!