Hi, I’m Steph!
I specialize in creating and executing practical, audience-centered marketing strategies — from content creation to community partnerships — that drive awareness, attendance, and meaningful engagement.
My Expertise
Strategic Growth & Planning
Creating integrated marketing plans that turn insight into measurable growth.
Audience Engagement & Social Media Management
Crafting compelling content and fostering real-time interaction that builds active, loyal communities.
Educational Storytelling & Video
Producing story-driven video across formats, mixing authentic UGC with high-quality production.
PR & Strategic Partnerships
Strategizing thoughtful partnerships that build credibility and expand reach.
Explore my Recent Work
AI and SEO Optimized Website
As part of a company-wide digital transformation, I led a comprehensive overhaul of Cultural Care’s website navigation and copy, aligning content strategy with emerging AI and search optimization best practices. This included:
Integrating natural-language queries through expanded FAQ content
Restructuring pages with clear, intuitive heading hierarchies
Incorporating concise, bulleted data for scanability
Strengthening internal linking to improve discoverability and user experience
My work delivered measurable impact, improving company website SEO performance by 22%, lowering bounce rates and increasing user engagement.
Marketing Campaigns
Impact of Cultural Exchange
Traditionally, Cultural Care’s messaging focused on how host parents benefit from the program, but I saw an opportunity to spotlight another powerful voice: host kids themselves. To better understand how growing up with international caregivers shaped their worldviews, cultural fluency, and language skills, I developed and distributed a survey to thousands of former host children. The response was incredibly positive, uncovering compelling insights into the program’s long-term impact on young lives. My team leveraged this data to build an integrated marketing campaign, including video, blog content, social media, a press release, and more.
Welcome Home
With so many work-and-study-abroad programs competing for prospective au pairs’ attention, my team set out to clearly differentiate the au pair program not just as an international opportunity, but as a path to belonging within an American family. We mixed high production and UGC content to help prospective au pairs envision a true second home overseas. Deliverables were translated into more than a dozen languages and included short format video, static ads, branded email headers, interactive social graphic, and a blog post. This initiative remains a best-performing campaign in nearly all of our 20+ markets worldwide.
International Women’s Day
In celebration of International Women’s Day, I spearheaded a global storytelling initiative designed to re-engage alumnae au pairs and spotlight the diverse paths they’ve pursued since completing the program. We transformed their experiences into a multi-platform content series—ranging from trend-forward TikTok videos to a long-form YouTube feature—and amplified the stories through targeted outreach in March 2025. By positioning the au pair experience as a catalyst for long-term personal and professional growth, we drove a measurable spike in program interest following the holiday.
Customer Ambassdor Program
While the au pair point of view has long been strong across Cultural Care’s social channels, host families were historically underrepresented. I launched a Host Family Ambassador Program to activate passionate advocates and introduce authentic, parent-driven storytelling to our content strategy.
Recruited and onboarded high-potential ambassadors
Guided content strategy rooted in each family’s unique perspective
Managed contracts, compensation, and program logistics end-to-end
Provided creative direction and quality oversight
Result: host parent–generated content is now the top-performing social category and a permanent pillar of the marketing strategy.
Watch POV videos from host moms Toni, Nicole, Pooja, and Michal.
Video Content
Storytelling
For 5+ years, I concepted and produced a video series for Cultural Care’s annual meeting, designed to inspire and engage attendees. These videos were later released in long form on YouTube, with shorter cuts adapted for social media. Two of my favorite recent stories include those featuring au pair Alex (Mexico) and the Jaz family (NY).
Social Media & Direct TV
My team created short-form video content for 20+ global social channels, supporting both paid and organic campaigns to drive brand awareness, lead generation, and retargeting. Projects ranged from a high-production brand spot aired on DirecTV (targeting families) to a trend-driven UGC video designed to engage prospective au pairs. Explore Cultural Care’s Instagram, TikTok, and YouTube channels to see more.
Educational
When Cultural Care launched a new app, I identified opportunities to enhance the user experience through helpful video content. I scripted, cast, and produced 20+ videos within a tight two-month timeline. Examples include a launch video and in-app videos about starting as an au pair and extending in the U.S.
Company Podcast
Referrals have long been Cultural Care’s best source of new host families—but not every prospect has a personal connection to the program. To scale trust beyond word-of-mouth, I launched a podcast featuring authentic, peer-to-peer conversations with real host parents, leading strategy and execution end-to-end.
Secured five diverse host mom guests and a host parent moderator
Developed episode frameworks addressing myths and key decision-stage concerns
Produced recordings in five U.S. cities on a lean budget and shaped post-production narrative and tone
Launched five episodes across YouTube, Apple Podcasts, and Spotify
Led PR and promotional strategy for series and episode releases
Episodes also generated short-form content for social media and the series is now embedded in lead nurturing and onboarding communications. Season 2 is planned for 2026.
Writing
Communications & Style Guide
As part of Cultural Care’s rebrand, I developed a refreshed communications and style guide to bring clarity and consistency to a growing team of new hires and freelancers. The guide became a foundational resource—so much so that it was adopted into the official onboarding process for all new employees.
Supporting Materials
When au pairs arrive to their host families, Cultural Care sends a Welcome Box designed to set the foundation for a successful year together. I concepted and wrote key components of the experience:
Conversation Cards to spark meaningful dialogue and bonding
An interactive poster for au pairs and host kids to work on together
A series of “Open When” letters offering support to au pairs during pivotal moments throughout their year
Video Scripts
To meet the high volume of videos needed for both paid and organic channels, Cultural Care relies on thoughtfully scripted content to streamline production and ensure clarity, consistency, and speed. From videos highlighting au pair recruitment countries—like the ones featuring Brazil and Austria—to educational app tutorials I crafted engaging scripts that brought each story to life.
Blogs
Cultural Care leverages blog content to share updates and provide in-depth insights about the program for both host family and au pair audiences. Each post is developed with a strong focus on SEO and AI optimization to maximize visibility, relevance, and long-term reach. Below are examples of blog posts authored by me: 50+ best interview questions, male au pairs, rematch, 4 ways to be inclusive.
Custom DAM
My team launched several annual contests designed to encourage customers to submit photos and videos for use across Cultural Care channels. These initiatives generated ongoing assets that supported social media, web content, print collateral and other marketing needs.
One ongoing challenge was securing proper permissions—particularly when submitted content featured minors. The release process required manual coordination across multiple parties, tying up team resources. To solve this, I partnered with a vendor to design and implement a custom digital asset management (DAM) system that:
Automates the permissioning and release workflow
Enables robust tagging and advanced search functionality
Allows seamless sharing of curated assets across teams
Uses AI to auto-tag content with location, descriptive metadata, and quality ratings
The result has been a transformative improvement in efficiency and scalability.
Kids First Ambassador
As a Cultural Care Kids First ambassador, I transformed fundraising into engaging, company-wide experiences that brought employees together to support our partner organizations.
Paint ‘n Sip Night (2025)
Bracelet Making Pop-Up Shop (2023)
Make-Your-Own Candy Kebab Pop-Up Shop (2020)
Tea Cup Terrarium Pop-Up Shop (2019)
Holiday Aromatique Pop-Up Shop (2019)
International PR
Each year, the International Au Pair Association invites agencies worldwide to nominate candidates for its prestigious Au Pair of the Year Award. To source our best candidates in 2025, my team launched a nationwide contest inviting host families to nominate their au pairs, generating hundreds of submissions. From this pool, I identified a standout match with Issy Foster and worked with her host family to craft a compelling story—storyboarding the narrative, then collaborating with my team to edit.
Thanks to this approach, Issy Foster, a Cultural Care au pair from the UK, was named Au Pair of the Year. I then spearheaded a winner campaign to showcase the achievement and strengthen Cultural Care’s reputation as the leading au pair agency worldwide.
Favorite Shots as an Aspiring Photographer
Lifestyle
Events
Portraits
Meetings
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Story-Driven Strategist
Turning real voices into meaningful impact
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25+ Years of Marketing Experience
Hands-on / Grassroots / Nothing Is impossible!
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Community Builder
Championing inclusion, connection & joy
