Hi, I’m Lionel.

I build campaigns , create the work that runs in them, and develop the systems that keep it moving.

Explore my work

A few results from the work

Move For Hunger

80%

Organic social engagement rate increase

Across all channels, through the content strategy and posts I created.

LIONEL.MKTGE‑Commerce Client

3x

ROAS

Managed ad spend on a conservative budget, with placement and creative A/B testing.

The Peanut Butter Sucker

40%

Social Engagement Lift

Driven by original food photography, graphics, and video.

Move For Hunger

10+

Campaigns Led in Visual Design

Including Assurant and Nelson Westerberg, with design support across 130+ events and campaigns.

My work

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04Content & SocialContent, organic social, paid ads, and creative storytelling.

Move For Hunger

Organic Social

I used audience insights, hunger-relief developments, and food-waste trends to shape content pillars and platform strategy, producing 1,400+ posts across 9 platforms (May 2024-May 2025), with 221K impressions and 46K video views (Nov 2024-May 2025).

In 2025, I reported on social-media and Google Analytics performance to inform content decisions. I also built automated social engagement flows and reusable templates for organic content and paid ads.

Classy fundraising pages and campaign assets connected the content to opportunities to give.

My social and website content contributed to 91.29% growth in total website sessions in 2024. Between Q3 and Q4 2024, organic social engagement rate increased 80% across all channels.

Across 2024-2025, I tracked brand engagement and responses, maintained a 94% social response rate within 48 hours, and checked unanswered messages.

I built the paid social program with the marketing director. LinkedIn Ads started from zero, and one-off Meta boosts became planned, tracked campaigns. I wrote and designed the ads and segmented audiences across LinkedIn and Meta. Testing creative variations helped me refine the message and decide what to keep running.

I planned the budgets and campaigns with the marketing director and ran them. Average LinkedIn CPC was $0.62 across 1M+ impressions.

Hunger Action Month

CSR Team Building

The Peanut Butter Sucker

Organic Social

Jonas Brothers concert afterparty cake and dessert table.
Kentucky Bride magazine feature.
Life Love 2019 concert cake and dessert table.
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Food Photography

Original food photography supported the product designs and social content.

Food photography for The Peanut Butter Sucker.

TNKY Events / Social Content

TNKY Events

TNKY Events Instagram profile and social feed.

TNKY Events

Photography from the live show and the styled shoots for the digital magazine.

The Giving Plate

Event photography created for reuse across the cafe's social channels and email communications.

01Campaigns & eventsNational campaigns, styled shoots, and partner collaboration.

01 / Campaigns, Events & Collaborations

Making the Campaign
Work in the Real World.

National Campaigns · Event Production
Partner Toolkits · Photography

Topple Hunger campaign video.

Move For Hunger / Detroit / October 2023

Topple Hunger

12,952 cereal boxes and a GUINNESS WORLD RECORDS title. The event needed a visual identity that connected a public spectacle to hunger relief.

My Contribution

I supported Topple Hunger by contributing the brand identity and graphics for a GUINNESS WORLD RECORDS campaign (12,952 cereal boxes toppled; 350,000+ meals for Michigan food banks). During the campaign, I placed apparel and print orders, photographed the event on site, and delivered a participant gallery; the visual system became the foundation for a new signature event series.

The Outcome

350,000+Meals for Michigan Food Banks

The campaign earned the record with support from Kellogg's and Kroger. My work supported the campaign under the marketing director's leadership.

In 2023, Move For Hunger’s social engagement increased 65%, driven by Topple Hunger. I supported the campaign through brand identity and graphics; I did not run its social media.

Event Promotion

When the pandemic changed the event plan, I helped TNKY Events shift to a socially distanced format and co-led the show through promotional content and vendor collaboration.

I co-led the digital magazine's creative direction across nine simultaneous styled shoots, and produced and photographed several shoots for the issue. I secured collaborators by offering magazine features as partner value, and my work also included social content, ads, video, and editorial layouts.

TNKY Events: event promotion and editorial storytelling.

Move For Hunger / Partner Activation

Giving Partners
the Tools to Participate.

I built the brand ambassador program and partner toolkits to raise visibility with B2B and nonprofit partners. A UTM and custom shortlink framework supported campaign attribution. The wider Move For Hunger network included 1,250+ moving companies and 2,500+ multifamily properties in 2024.

03EmailClient newsletters, training work, and my own publishing.
05Graphic designIdentity, editorial, print, and custom product design.

Identity Refresh / Print / Templates

Master-Pieced

Master-Pieced came to me with a single low-resolution logo and a few elements worth keeping. I rebuilt it into a full brand system for the community-equity nonprofit: refreshed identity, brand guidelines, print-ready Canva files, social templates, and donor postcards.

View the Case Study
Combination mark
Wordmark
Pictorial mark
Master-Pieced brand presentation
Master-Pieced letterhead
Explore the assets
Crown icon
Career icon
Education icon
Sun icon
Care icon
Explore print
Master-Pieced donor postcard collection
Because of you, we can do so much more
Your donation matters
Because of you, she belongs
Donor thank-you postcard reverse
Explore social content
Giving Tuesday social design
Tools to grow social design
Career resources social design
Community photography

Nonprofit / Podcast Graphics

Joy Outside: Outdoor-Equity Podcast

I designed graphics for an outdoor-equity nonprofit's podcast, giving each episode a consistent, recognizable look.

Animated podcast mark for Joy Outside, Justice Outside’s outdoor-equity podcast.
Static color version of the podcast mark.

Client Work / Editorial Design

C4K Mentor Handbook

I designed a manual for a client organization, turning dense program information into a layout people can scan and use.

Cover and mentor roles: editorial design for C4K. Select a page to inspect the layout.

The Peanut Butter Sucker / Product Design

500+ Custom Designs

I created 500+ custom product designs for my family's custom-cake business, blending artistry and structural design, and launched a product line using 3D printing and laser cutting. I also designed 30+ personalized websites a year for wedding couples, putting each couple's design, order details, and logistics in one place.

Sketch development for custom cake designs.
See the finished details
Custom cake topper.
Custom cake design.
A personalized wedding website mockup, bringing design and event details together.
06WebsitesClient websites and interface prototypes.

Brand Identity / Website / Content

The Giving Plate

I built and host the website for a pay-it-forward cafe, with brand and digital work that helps people understand the model and find a way to participate.

View the Case Study

Client Work / Website / SEO

UUC of CC

I build and maintain the website for a progressive faith community, from content structure through ongoing SEO upkeep.

Desktop view of the UUC of Caldwell County website.

Visit website ↗

Fintech / Brand / UI Prototype

RocketPoint

I developed brand and interface work for an early-stage fintech concept, giving the product a visual direction and a prototype to explore before launch.

View the Case Study
07Fun things I buildIndependent tools and experiments.

Product / Mobile Web App

Quard

I built Quard to make deeper conversations feel casual and accessible, without the pressure of a social feed or an app download. A private voice timeline. You ask someone a question, they answer in their own voice through a link, with no app or account, and the reply saves to a timeline only you see. I art-directed and built the product and the brand.

The public question interface in Quard.
Try Quard ↗

Product / Website

ai-transparency.site

A free guide helping creatives decide when and how to disclose AI use in their work. I wrote, designed, and built it.

Visit the Site

Product / Web Tool

Tiny Canvas

Preparing social content and optimizing projects showed me how limited the free options were for image downsizing with editing features. I built Tiny Canvas to bring those tools together at no cost. A free image compression and editing tool that runs entirely on the device, so files never leave the user's computer.

The live compression interface.
Try Tiny Canvas ↗
08Case StudiesBrand direction, campaigns, and the thinking behind the work.

Blog

A few things worth a closer look.

Collage illustration of a child climbing a large microphone stemming from an open book, set against an orange circle and audio soundwaves.

You're Asking Your Community for the Wrong Thing

A charity solved a resource problem by capturing a habit people already had, not by asking for something new. Here's the mechanic.

Read article
A graphic illustrating the importance of HTTPS and website data security, featuring a central smartphone displaying a masked hacker, large protective padlocks, and a laptop with spider legs.

SEO Foundations Checklist: What to Fix Before Keywords

Before you pick a single keyword, your site has to qualify to compete. Here's the technical checklist that decides whether you're in the race at all.

Read article
Multiple hands reaching toward a dartboard where a large orange dart hits the bullseye between two smaller white darts, symbolizing teamwork, goal setting, and precision.

How to Define Your Target Audience Beyond Demographics

Demographics tell you who your audience is. Psychographics tell you why they buy. A research-based framework for defining the people you are actually for.

Read article

About me

In Biological Sciences I learned to observe closely and find patterns. Art was always the pull, and it is where I built my design judgment and learned to test my work in real time.

From there I grew from hands-on designer to Manager, Content & Design at Move For Hunger, a national nonprofit. Today I work as a marketing and brand consultant through my studio, LIONEL.MKTG. Through all of it I have stayed curious about how people think and how ideas take shape.

What I love most is connecting thoughtful strategy with creative work. I want a team where I can keep doing both. Different perspectives sharpen an idea, and supporting someone else’s growth or celebrating a shared success is what fills me up most.

Some of how I work started long before any job. I was born in Germany and spent a couple of years in Korea while my father served in the military. Growing up across cultures, I was raised to lead with kindness, respect people of every background, and be a good ambassador wherever I go. Those values still shape how I work with people. Home is now Winston-Salem, North Carolina, where I live with my husband and our three rabbits.

Drag to rearrange. Tap to explore. Keyboard: arrows to move, Home to reset.

A few things that make this space mine.

Experience

Marketing & Brand ConsultantLIONEL.MKTG / Full Time 2021–2022 & Jun 2025–Present
Manager, Content & DesignMove For Hunger / January–June 2025Manager, Design & Multimedia (2024)Graphic Designer (2023)
Visual Designer & Social Media ManagerTNKY Events
Designer & Social Media ManagerThe Peanut Butter Sucker

Let’s work together.

I am interested in roles where content strategy, creative judgment, and measurable outcomes belong in the same conversation. If that sounds like your team, I would welcome a conversation.

Say hello ↗Find me on LinkedIn

A closer look