W New York – Union Square

Overview
Led content strategy and social execution for the launch of W New York – Union Square, helping shape the property’s digital voice during a major brand opening and establish a stronger social presence within the W Hotels portfolio.

Approach
Supported the launch and opening of W New York – Union Square by developing content and social strategy that translated the property’s positioning into a distinct digital voice. Worked across editorial planning, platform strategy, campaign messaging, creator collaborations, and content execution to build visibility around the hotel’s opening and reinforce its place within New York’s hospitality landscape.

Focused on aligning the property’s content with the tone of the W brand while creating a social presence that felt culturally relevant, design led, and specific to the Union Square location. Collaborated across teams to shape content calendars, creative briefs, approvals, and publishing workflows, while also supporting influencer and creator partnerships tied to the property’s launch and ongoing storytelling.

Outcome
Helped build W New York – Union Square into the number one social media performer across the W Hotels portfolio, strengthening visibility, engagement, and brand positioning during a flagship launch period.