As Social Media Lead for Sweetwater Gainesville, I managed the brand’s Instagram and TikTok presence from concept to posting, developing content that positioned the property as both a lifestyle brand and a student community. My work included planning monthly content calendars, writing social copy, filming and editing short-form video, giving creative direction for visual assets, capturing resident events and collaborations, and translating leasing priorities into engaging, on-brand digital content. Through a mix of trend-driven reels, community-focused posts, event coverage, and lifestyle storytelling, I helped create a stronger, more consistent social presence designed to grow awareness, increase engagement, and connect authentically with a Gen Z audience.