Hey, it’s Mary :)
Social Lead
based in New York

translating integrated marketing strategy into social-first, platform-native campaigns.

Black iPod with a complete pair of wired headphones

ABOUT ME

Portrait of Mary Ohanyan

Based in New York, I’m a Social Lead and integrated campaign strategist who turns brand and business goals into platform-native work. I’m fluent in influencer programs, from creator sourcing and relationship-building through briefs, activation, and performance.

My background in cognitive science helps me understand what makes audiences stop, engage, and share. I turn those insights into distinctive brand voices and culturally relevant strategies that make brands impossible to ignore and drive measurable growth.

SELECT WORK

Zankou × Camp Flog Gnaw

Brand Strategy · Social Strategy · Partnership Activation

Defined how Zankou showed up at Camp Flog Gnaw through the brand and social approach, event partnerships, creator coordination, and on-site execution.

Role: Social Strategy & Activation
Scope: Festival Launch
Focus: Awareness & Sales

View Full Case Study

ZANKOU CHICKEN × CAMP FLOG GNAW FESTIVAL BRAND ACTIVATION

01 / 05

The Challenge

First Festival Activation

Camp Flog Gnaw marked Zankou Chicken’s first festival activation. The challenge was to introduce the brand in a crowded, fast-moving environment while building a recognizable presence that still felt distinctly Zankou.

Business Priorities

The activation needed to recruit creators and influencers, establish a cohesive branded footprint, build awareness with a new audience, and turn festival traffic into sales.

01 / 05

the sound of the game

spotify x nfl

Independent Concept

@ThisIsSpotify

Platform Strategy · Editorial Programming · Community

Social-first editorial programming balancing brand storytelling, cultural relevance, audience behavior, and opportunities for real-time community engagement.

Role: Social Campaign Lead
Scope: Season-Long Franchise
Focus: Discovery & Community

View Full Case Study

THE SOUND OF THE GAME · SPOTIFY × NFL INDEPENDENT CONCEPT · HYPOTHETICAL KPI TARGETS

01 / 05

Campaign Overview

Objective

Turn the overlap between NFL fandom and music discovery into a repeatable social franchise for @ThisIsSpotify. The campaign gives fans a reason to engage before, during, and after game day while driving discovery of Spotify playlists, artists, and cultural programming.

My Role

Social Campaign Lead responsible for campaign strategy, creative concept, platform strategy, editorial planning, copy direction, and measurement.

01 / 05

Independent Concept

Spotify × SKYLRK: Above the Noise

Integrated Campaign · Partnership Strategy · Social Creative

A music-led social campaign bringing Spotify and SKYLRK together through a distinct creative concept, coordinated storytelling, and platform-specific execution.

Role: Integrated Campaign Lead
Scope: Partnership Launch
Focus: Listening & Premium

View Full Case Study

ABOVE THE NOISE · SPOTIFY × SKYLRK INDEPENDENT CONCEPT · PROJECTED TARGETS

01 / 05

Campaign Overview

Objective

Introduce SKYLRK to Spotify audiences through a fashion and music collaboration that positions personal style as another form of listening identity. The campaign is designed to attract new listeners, increase repeat Spotify engagement, drive SKYLRK discovery, and support Spotify Premium acquisition.

My Role

Integrated Campaign Lead responsible for the campaign concept, audience strategy, visual direction, partnership strategy, platform planning, and measurement.

01 / 05

Adobe Summit / Imagine

Brand Identity · Art Direction · Event Design

I designed the Adobe Summit identity around a simple premise: a blank canvas meeting a time warp. The flexible system moved across digital experiences, motion, signage, and event materials.

Role: Brand Identity & Art Direction
Scope: Event System
Focus: Digital, Motion & Space

Lily’s Chilies

Rebranding · Physical Product Design · Influencer Marketing

Led a playful rebrand across packaging, stickers, PR boxes, and an ongoing content calendar, while building creator outreach and partnerships to support product discovery and sales.

Role: Brand Identity & Creator Partnerships
Scope: Identity
Focus: Sales & Partnerships

02 / BRAND SOCIAL

02 / BRAND SOCIAL

NOU

Concept · Brand Strategy · Social Strategy

Developed the creative concept and built the brand and social strategy, establishing a clear point of view for how NOU would show up across platforms.

Role: Brand & Social Strategy
Scope: Identity System
Focus: Platform Expression

SOCIAL CONTENT SYSTEMS & FEED DIRECTION

These selected feeds show how I translate strategy into repeatable social systems, balancing brand storytelling, product education, visual sequencing, and platform-native ideas. Click any feed to view it in full.

SHORT FORM CONTENT

Social-native video across community, performance, culture, and brand storytelling. Click for sound. Drag to browse.

SELECT EXPERIENCE

2025—PRESENT

Unusual LA

Project Lead

Led brand voice, community engagement, PR, and product strategy across a 10-client portfolio, translating analytics and audience feedback into campaigns and platform improvements.

2025

Zankou Chicken

Social Lead

Led a 14-week social calendar and full brand refresh across Instagram, TikTok, and Meta, increasing audience engagement while expanding organic visibility and influencer partnerships.

2021—2025

Kara Content

Project Manager → Senior Media Planner · Promoted 2023

Planned and delivered OOH and paid media campaigns for a five-client portfolio, securing 45K+ monthly impressions and improving return on ad spend by approximately 30% year over year.

SKILLS

01

Strategy

Social Media Strategy
Integrated Campaigns
Brand Voice & Messaging
Audience Insights
Campaign & Launch Planning

02

Content &
Community

Content Calendar Planning
Short-Form Video
Community Management
Influencer Partnerships
Executive Social

03

Creative
Operations

Creative Direction
Creative Briefs
Project Management
Cross-Functional Collaboration
Reporting & Optimization

04

Tools

Figma · Adobe Creative Suite
Premiere Pro · CapCut
Sprout Social · Sprinklr
Asana · Notion
Procreate

THIS BOOK BELONGS TO Mary :)

THE END for now. More pages soon.

IN MY KITCHEN 01

Freshly baked banana bread served with butter

Colorful homemade salad with vegetables and soft-boiled eggs

Home-cooked pepper and tomato dish served with herbs

Three orange-glazed treats decorated with Marty lettering

Assorted homemade holiday cookies arranged on trays

Mary frosting a homemade layer cake

Gift box filled with assorted homemade cookies

Home-cooked fish finished with butter and dill

Holiday cookie assortment spread across a table

Homemade cookies prepared in gift boxes

Freshly baked savory pie with a golden crust

A colorful homemade party spread

Pink homemade birthday cake with candles

Yes, Chef I love cooking and baking for the mix of instinct, precision, and a little chaos. It’s how I slow down, experiment, and make something meant to be shared.

BOOK ILLUSTRATION 02

Illustrated storybook scene of a girl approaching a cottage

Illustrated storybook scene of a girl meeting a wolf

Locally made, fully illustrated. I created the illustrations for a locally made book, shaping its characters, settings, and visual story.

BRANDING 03

Illustrated character branding exploration

Lily's Chilies packaging on a colorful background

Lily's Chilies strawberry packaging concept

Built to be recognized. I developed visual identities that could stretch across character, packaging, and campaign applications without losing their point of view.

WESTFIELD FARMERS MARKET 04

Westfield event poster featuring sushi-inspired graphics

Westfield Movie Magic on the Roof event poster

Westfield rooftop film schedule graphic

A flexible identity system. I created the brand identity for the Westfield Farmers Market, building a visual system that extended across event graphics and campaign materials.

IDENTITY IN USE 05

Westfield Farmers Market tomato poster

Westfield Farmers Market orange poster

Westfield Farmers Market raspberry poster

One system, many moments. The identity stays recognizable while giving each application room to feel fresh, seasonal, and specific.

ZANKOU × EREWHON CONCEPT 06

Zankou Chicken and Erewhon garlic smoothie ingredients concept

Zankou Chicken and Erewhon garlic smoothie launch concept

Garlic smoothie, naturally. A social-first concept that turns Zankou’s iconic garlic sauce into an unexpected Erewhon smoothie launch designed to start conversation.

open anywhere

Cover

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Vintage headphone doll seated beside a record player

GET IN TOUCH

email: mary.ohanyan@gmail.com

linkedin: Mary Ohanyan