ICA/BOSTON

Contemporary Art Museum

I edited this evergreen promotional video for the Summer Is Here campaign, splicing together photography and b-roll footage to strategically highlight the museum’s experiential programming: from outdoor events and vibrant exhibitions to performances, film screenings, and water taxi access to the ICA Watershed, the museum’s seasonal satellite space across the harbor.

Photography: Meg Elkinton, Shane Godfrey, Natasha Moustache, Cassandra Rodriguez, Ally Schmaling.
Video: Meg Elkinton, Ernesto Galan, Ty Ueda.

ICA rebrand materials and identity designed by Pentagram

SCOPE OF WORK

Marketing strategy and execution
Social media, email, and web content
Creative content and digital assets
Photo and video coordination
Audience development and membership support
Campaign tracking and reporting

Role: Marketing Associate – Digital and Content

Employment: Full Time

At the ICA, I worked closely with the Director of Creative Content to plan and execute institution-wide digital marketing across social media, email, web, and digital advertising. Day to day, this included developing and publishing content, managing eNews campaigns, updating the website, coordinating image and video assets, and supporting paid and organic social initiatives. All of which were aligned with exhibition schedules, public programs, membership goals, and special events. I collaborated across departments and with external agencies to ensure messaging was consistent, timely, and audience-centered.

Alongside execution, I supported strategic planning and audience development through analytics, reporting, and campaign optimization. During major exhibition cycles, including William Forsythe, Yayoi Kusama, and Virgil Abloh – these efforts contributed to record admission and membership revenue, consistently sold-out ICA Live performances and First Fridays, and strong retail conversions through high-performing ICA Store eNews. In partnership with Capacity Interactive, I helped execute paid campaigns that regularly outperformed benchmarks, while advancing an early video-first, experiential content strategy designed to convert digital engagement into in-person attendance.

Instagram Highlights

View Performance Metrics

The following highlights a selection of organic social posts I produced from 2018–2021. Our strategy centered on experiential storytelling and audience relevance, leveraging visitor imagery, exhibition previews, and timely cultural moments to drive engagement, expand reach, and reinforce brand affinity across platforms, with a special emphasis on Instagram.

WHAT GOES INTO EACH POST

Social copywriting
Visual sourcing and curation
Tagging strategy and partnerships

Performance tracking
Managing comments, DMs, and inquiries
Setup workflows and approvals

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569 💬 20

2.3K 💬 52

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457 💬 2

526 💬 2

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1.3K 💬 12

1.2K 💬 19

1K 💬 14

468 💬 2

2K 💬 16

545 💬 9

3.6K 💬 29

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1.3K 💬 16

3.9K 💬 43

Video Highlights

View Playlist Watch ICA Reels

During my tenure, I helped pioneer the ICA’s early adoption of short-form video, centering experiential storytelling to better connect with audiences. Despite initial internal resistance, this approach proved effective in driving engagement and has since become standard practice across museums. I’m proud to have been an early advocate for video-forward strategies that deepened audience connection and encouraged in-person visitation.

E-News + Magazine

Led eNews design from wireframes to launch and developed branded templates with internal teams and artists. Also supported editorial planning, copyediting, and production of the ICA’s biannual magazine from concept through print.

More eNews Samples

Photo by Chuck Choi

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