WRITING SAMPLES
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PRESS & MEDIA OUTREACH
Finance, Construction, and Private Equity
Role: Communications Trainee, STHLM-NYC Agency
Timeline: Summer 2025
Overview
At STHLM-NYC, I supported the agency’s PR efforts by developing tailored pitches, building targeted media lists, and coordinating outreach for clients across private equity, construction, and finance. My role included researching aligned podcasts and editorial outlets, crafting story angles, and managing follow-ups to secure earned coverage.
Sample Pitch
Client: PEO Partners (via STHLMNYC Agency)
Target: The LAB: Value Creation in Private Equity podcast
Role: Communications Trainee
Objective: Secure podcast placement for Randy Cohen and Jean‑Louis Lelogeais, co-founders of PEO Partners, to discuss their public-market strategy and perspectives on value creation.
Result: Pitch accepted and episode recording scheduled for Summer 2025
Pitch Sample: Sent to hosts Scott Estill and Nick Creasey of The LAB: Value Creation in Private Equity
+1 (914) 334-5819
Hi Scott and Nick,
I hope all is well! I believe the topics you cover on the podcast align closely with two guests I’d like to recommend: Randy Cohen and Jean-Louis Lelogeais, co-founders of PEO Partners.
Jean‑Louis co-founded SVP Global, a $17.5 B distressed debt and special situations firm. His expertise lies in sourcing complex opportunities, managing risk, and driving performance across cycles. Randy is a Harvard Business School finance professor, specializing in manager selection, risk, and portfolio construction. He also built PEO’s proprietary model for identifying public companies with private equity-like value drivers.
Together, they launched LQPE, a public-market strategy combining equity selection and derivatives to mimic private equity outcomes with daily liquidity.
They can discuss:
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Translating PE value creation techniques into liquid investments
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Applying distressed credit lessons on operations and downside protection
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How strategy and execution differ (or converge) in public vs. private markets
Both bring distinct but complementary expertise that aligns with your podcast’s focus on unlocking value post‑deal. Let me know if you'd like further background or to arrange scheduling.
Thanks for your time!
Best regards,
Gabby Kelly
Communications Trainee
Subject: The Minds Behind PEO: PE-Style Returns, Liquidity, and Market Access
To: Scott & Nick
Media List Sample
Client Sector: Construction & Real Estate
Focus: Female C-Suite Leadership, Legal Strategy in Construction, and Industry Innovation
Project Scope
What I Did
As a Communications Trainee at STHLMNYC Agency, I developed a targeted podcast media list for a woman-led firm in the construction and real estate space. The goal was to identify high-value platforms where the executive team could speak to their experience as industry leaders in a traditionally male-dominated field.
Key Criteria Used
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Podcast Name: Prioritized relevance to construction, law, leadership, and founder narratives
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Contact/Title: Focused on producers, hosts, or booking contacts
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Beat & Focus: Included industry alignment, such as construction leadership or female executive journeys
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Pitch Tracker: Monitored outreach progress for timely follow-up and reporting
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Researched and compiled a list of 40+ relevant podcasts focused on construction, legal insight, real estate development, and executive leadership
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Verified contact information for hosts, producers, and booking managers
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Evaluated each podcast for tone, format, and audience fit
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Added detailed notes to guide pitch customization
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Tracked pitch and follow-up activity to support consistent outreach and measure progress
Target Themes
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Women in leadership roles across construction and real estate
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Legal and operational expertise in the built environment
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Founder stories in industries where female executives remain underrepresented
How It Was Used
This media list was created to support podcast pitching for thought leadership and executive visibility. It served as the foundation for several successful conversations and confirmed guest appearances. It reflects a strategic approach to earned media that balances brand alignment, audience targeting, and timely follow-up.
Strategic Approach
Task
How I Approached It
Pitch Writing
Researched tone and themes of each outlet to ensure alignment
Targeting
Prioritized niche podcasts and under-the-radar trade publications to increase
response rates
Media list building
Used Muck Rack, podcast databases, and industry-specific research
Follow-up strategy
Personalized subject lines and tracked outcomes using shared PR trackers
Want to see the full media list?
[Click here to view sample media list – contact info redacted]
All personal contact information has been removed to protect privacy. Content reflects publicly available data and my individual research process as part of my agency internship.
I learned that the best media placements start with a great match, between guest, outlet, and audience. Every pitch was crafted to spark interest, not just visibility.
GRAPHICS
Client Work: BRIX Funding (via STHLM-NYC Agency)
Role: Communications Trainee
Timeline: Summer 2025
Project Overview
BRIX Funding provides fast, flexible financial solutions to construction subcontractors and small businesses facing payment delays. During my internship at STHLM-NYC, I created LinkedIn and Instagram graphics and messaging to increase brand awareness, explain BRIX’s unique funding model, and position the company as a trusted partner for growth-minded contractors.
My Role
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Designed static and carousel posts for LinkedIn using Canva
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Wrote all copy, including post text and graphic headlines
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Aligned visuals with BRIX’s evolving brand identity and tone
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Refined content based on client feedback and platform best practices
Published Work
The following graphics were created and approved for public use by BRIX Funding and have been published on LinkedIn and Instagram.
REELS & SHORT-FORM CONTENT
Produced for STHLMNYC Agency and Executive Leadership (2025)
This series of Instagram Reels was created to highlight events, capture travel moments, and elevate executive presence across public and personal channels. I managed everything from content planning and shooting to editing, copywriting, and publishing.
Midsummer Festival 2025
Client: STHLMNYC | Platform: @sthlmnycagency
Location: Rockefeller Park, NYC
Objective: Recap STHLMNYC’s involvement at Sweden New York’s annual Midsummer celebration
My Role: Filmed, edited, and produced event recap Reel with branded storytelling
Performance: Reached over 1.8k viewers with positive engagement across likes, shares, and comments.
SACC USA Executive Forum 2025
Client: STHLMNYC | Platform: @sthlmnycagency
Objective: Highlight Yasmine’s panel appearance and the agency’s participation at the SACC Executive Forum
My Role: Selected clips, designed reel flow, and finalized edit and caption for brand page
Performance: Reached over 1.2k viewers with positive engagement across likes, shares, and comments.
STHLMNYC Takes D.C.
Client: STHLMNYC | Platform: @sthlmnycagnecy
Objective: Travel and behind-the-scenes content for the agency’s visit to D.C. for the SACC USA Executive Forum
My Role: Shot and edited travel montage using CapCut, structured with music, clips, and overlays
Performance: Reached over 5.3k viewers with positive engagement across likes, shares, and comments.
SACC USA Executive Forum (CEO)
Client: Yasmine Mansson (personal account)
Platform: @yasmine.mansson
Objective: Personal storytelling and recap from the SACC Forum to support executive visibility
My Role: Edited personalized version of agency footage, tailored for her tone and audience
Performance: Reached over 5.7k viewers with positive engagement across likes, shares, and comments.
Vogue Scandinavia Luncheon in the Hamptons
Client: Yasmine Mansson (personal account)
Platform: @yasmine.mansson
Objective: Soft, lifestyle-oriented recap of Yasmine attending a private Vogue Scandinavia luncheon in the Hamptons
My Role: Assembled and edited visual highlights using subtle transitions and music
Performance: Reached over 5.9k viewers with positive engagement across likes, shares, and comments.
All videos were produced and posted as part of my work with STHLMNYC Agency. Each reel reflects my ability to balance brand voice, tone, and storytelling across both business and lifestyle platforms.
CONFERENCES
SACC USA Executive Forum 2025
Role: Communications Trainee, STHLM-NYC Agency
Location: Washington, D.C.
Date: Spring 2025
Overview
I supported STHLM-NYC Agency during the 2025 SACC USA Executive Forum in Washington, D.C., where the agency’s leadership spoke on panels and engaged with international business leaders and policymakers. As part of the communications team, I contributed to live event coverage, post-event content strategy, and social amplification.
My Role
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Supported content planning and on-site execution
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Assisted with creative direction for social storytelling
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Selected and edited visuals for post-event publication
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Coordinated internally to ensure timely posting and alignment with brand voice
Earned Media Mention
What I Produced
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Instagram Reel: Shot and edited recap content for @sthlmnycagency Instagram and CEO personal Instagram, highlighting the agency’s panel participation and event moments
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Photo Content: Captured and curated stills for in-feed and story posts, including scenes from the panel, audience, and networking
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Earned Media: Briefly featured in a published event recap article alongside a photo from the event
PROJECTS
Zesty Z Summer Campaign: A Guilt-Free Summer
Strategist and Copywriter
Project Overview
Zesty Z is a Mediterranean-inspired, family-owned pita chip brand entering a category long dominated by legacy players like Stacy’s. With strong early traction but limited national visibility, the brand needed a summer campaign that could drive trial, build trust, and bring its story to life.
A Guilt-Free Summer positioned Zesty Z as the snack of the season; fun, flavorful, and better-for-you; through a campaign rooted in family, wellness, and real-world connection.
My Role
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Concepted the campaign and wrote the creative brief
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Designed the campaign snapshot and deck visuals
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Wrote all copy across assets, including tagline, influencer briefs, and recipe kits
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Developed the activation timeline and rollout strategy
How I Shaped the Story
Decision
Why It Worked
“Guilt-Free Summer” theme
Healthier snacks often feel clinical. This framing made it joyful and relatable
Rounded typography and warm color palette
Matched the brand’s family-first personality and Mediterranean roots
Sample cards and recipe kits
Created real value beyond the first
taste and encouraged sharing at home
Influencer-first over paid ads
Built trust and authenticity among
health-conscious moms and families
Balanced searchability with social discoverability to capture multiple touchpoints
SEO blog paired with TikTok
What You'll See Below
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Campaign Snapshot: Target, goals, strategy, and KPIs
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Creative Brief: Brand background, problem, positioning, and tactics
(Each one embedded or linked as a full-screen viewable file)
This campaign wasn’t about creating hype.
It was about creating moments, the kind of everyday moments that turn a snack into a staple.
Tyla x WMA: Viral Momentum Meets Brand Depth
WMA Final Intern Presentation
Role: Marketing & Social Intern | WMA Agency
Deliverable: Multi-platform marketing and PR rollout proposal
Date: May 2025
Overview
For my final intern project at WMA Agency, I created an original promotional strategy for Tyla, a rising global pop and R&B artist known for her genre-blending sound and viral stage presence. This assignment was designed to showcase my understanding of full-funnel music marketing, from cultural positioning and fan engagement to digital rollout and content execution.
My Role
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Researched Tyla’s audience, digital performance, and cultural relevance
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Built a full campaign deck including visual moodboards, content calendar, and mock social posts
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Developed all copy and rollout strategy, balancing creative vision with real-world execution
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Presented the campaign to senior team members at WMA
Objective
To build a cohesive marketing strategy that would expand Tyla’s brand reach in North America while maintaining her South African identity and digital-first momentum. The plan focused on visibility, audience connection, and creative partnerships that resonated across music, fashion, and lifestyle.
What You’ll See in the Slides
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Artist background and positioning statement
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Audience personas and marketing objectives
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Concept breakdown and creative direction
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Social content mockups and influencer plans
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Brand pitch ideas and campaign timeline
