Common was the country’s largest and fastest-growing coliving startup.
As their Senior Content Marketer, I worked across organic platforms to create content and campaigns that made Common the first choice for renters moving to new cities.
Highlights include:
Long-form content that combined audience insights, SME-led interviews, and a strong distribution strategy to reach new customers
Social media strategies that broke the mold of a traditional property manager to engage renters before they were ready to move
Content, social, and influencer strategies for ongoing and one-off 360 campaigns
Content Development
I owned Common’s editorial calendars and long-form content partnerships, concepting and writing pieces aligned with go-to-market strategies and brand marketing goals.
In 2019, I deployed a social media-first distribution strategy for Common’s blog, focusing on stories and partners that provided value to our audience and increased reach, resulting in a 5x increase in traffic to our blog over the course of a year.
Select work
Moving Season
The busiest time of year for moving is between May and September, also known as Moving Season. In 2022, Common set out to own the conversation around moving and renting in with a multi-channel campaign spanning content, press, social media, brand collaborations, and influencer partnerships.
Concept, Content Strategy, Photoshoot Production and Creative Direction, Influencer Partnership
Local Art in Action
Common’s Local Art in Action program connected renters to their communities through the art in their homes. Over the course of two years, I worked with a dozen artists in Chicago, New York, Los Angeles, and Philadelphia to place their work in Common coliving suites and feature their stories across marketing channels.
Concept, Artist Partnerships, Photoshoot Production, Copywriting, Social Media Strategy
Mug featuring art by Zipeng Zhu, New York City, Photography by Seth Caplan for Common Living Inc.
Print by Jocelyn Tsaih, San Francisco, Photography for Common Living Inc.
Print by Carly Kuhn, New York City, Photography by Seth Caplan for Common Living Inc.
Print by Amber Vittoria, New York City, Photography by Seth Caplan for Common Living Inc.
Social Media Strategies
I developed social strategies for Common’s B2B and B2C channels, growing the brand’s following across Instagram, LinkedIn, TikTok, and Pinterest by 467%.
I created go-to-market plans for new properties, launched Common’s influencer programs, and targeted business objectives through strategic content, making Common the most followed coliving company in the country.
As a social media thought leader, I trained on-site teams to capture content for emerging platforms. I also worked with Common’s business development team to highlight our social media capabilities to prospective partners.
Content Strategy, Visual Content Production (Creative Direction), Copywriting, Community Management, Social Partnerships
Common’s Social Media Guidelines