I generated $200K in revenue in 20 days from a single social campaign. That result didn't come from posting more. It came from understanding why people stop scrolling, what makes them act, and how to build systems that replicate that at scale.
On site at
Above & Beyond Award, December 2024.
Recognized for exceeding expectations and driving creative excellence through strategic content and storytelling.
Green Bear Award: Collaborate Relentlessly, Innovatis Group, October 2023.
Awarded for cross-team leadership that improved delivery and outcomes.
Branding Competition Winner, Miami University Farmer School of Business, February 2017.
Won for top concept and strategy.
My background sits at the intersection of consumer psychology, design, and AI-integrated workflows. I don't just create content. I build the infrastructure that makes great content repeatable.
Creative strategy and content direction for Instagram and TikTok, built on why people stop scrolling and what makes them act.
Attention-based content frameworks and AI-integrated workflows that scale output without scaling headcount.
Concepting, on-site direction and post-production at festivals, trade shows and brand activations, with content going live while the moment is still happening.
Social-first launches from zero: content strategy, creative identity and community growth systems for brands entering new platforms and markets.
Work from my roles at Fresh Content Society and Innovatis Group, plus brand building I led directly.
Dell and VMware, enterprise social campaign on X. Role: Senior Associate Marketing Client Lead, Innovatis Group.
Turn a social campaign into measurable revenue for enterprise clients.
Developed and executed a performance-driven social campaign on X, then translated performance data into creative optimizations across the campaign.
$200K+ in new revenue within 20 days. It was the highest-performing campaign of the quarter.
Gildan, American Apparel and Comfort Colors at Lollapalooza, Governors Ball and trade shows. Role: Senior Creative Lead & Content Strategist, Fresh Content Society.
Bring apparel brands to life in person and on social, in real time, at live events where nothing goes exactly to plan.
Directed end-to-end live event production: concepting, on-site execution and post-production across multiple brand accounts at once.
"Michelle never missed a beat. She pivoted quickly, found creative solutions on the spot, and kept the energy positive for everyone around her."
VMware Explore and the VMware User Group (VMUG). Role: Senior Associate Marketing Client Lead, Innovatis Group.
Promote events and products and bring a large enterprise user community together across social, digital and event channels.
Directed creative for large-scale brand activations including VMware Explore, owning strategy through on-site execution. Built brand-aligned creative across social, digital and event marketing, informed by audience and competitor research.
Identified upsell opportunities that expanded account scope, and improved engagement and reach metrics quarter over quarter. Recognized with the Green Bear Award: Collaborate Relentlessly.
Women Who Invest. Role: Marketing Lead & Brand Builder.
Give a new organization a brand people recognize and want to follow.
Built and launched the brand identity: logo, visual system, messaging and content strategy. Led the multi-channel rollout across social and print, with creative produced in Figma and Adobe Suite.
Instagram following increased by 80% in one quarter.
Multi-brand content system. Role: Creative Lead, then Senior Creative Lead & Content Strategist, Fresh Content Society.
Keep quality and brand voice high across many accounts without adding people.
Built attention-based content frameworks aligned to brand voice, campaign goals and platform-specific performance patterns, then built and scaled AI-integrated content workflows.
70+ pieces of content delivered monthly across Instagram and TikTok, with production capacity increased across 9+ concurrent brand accounts and no added headcount.
Magid at NSC, September 2026. Role: Senior Creative Lead & Content Strategist, Fresh Content Society.
Give an event that lasts a few days a much longer life on social.
Spent the event on site with the Magid team, capturing content and deciding in the moment what was worth turning into a story.
The event creates the moment. Social lets that moment live longer and brings a much bigger audience into it.
Read the post on LinkedIn"Whenever we had a difficult project or a high-stakes client, Michelle was the person I turned to."
"What truly sets Michelle apart is her balance of creativity and performance-driven thinking."
"One of her biggest strengths was her ability to capture content and get posts up quickly while everything was happening in real time."
"She was just as strong behind the camera. Michelle managed shoots with a sharp creative eye and turned content around fast without sacrificing quality."
"From the design team perspective, she was thorough with requests and always brought creative thinking to her projects."
These are recommendations published on Michelle's LinkedIn profile.
I connect the dots between branding, social media and consumer behavior. Recent posts:
Oct 1, 2026
"Your brand might have an SEO strategy, a social strategy, and a paid media strategy. But what happens when someone asks ChatGPT what product they should buy?"
Read on LinkedInSep 30, 2026
"AI has made me realize how much I value people with TASTE."
Read on LinkedInSep 25, 2026
"I play a little game when I'm in a store. I pick one product that catches my eye... then I pull up their socials and ask 'if I had to amplify this, what would I build?'"
Read on LinkedInSep 17, 2026
"There's something you get from being in the room that you just can't get from a brief."
Read on LinkedInAug 13, 2026
"Fishwife just gave us a masterclass in modern brand building and I'm honestly obsessed."
Read on LinkedInAug 7, 2026
"I think one of the most underrated skills in marketing is just… noticing things."
Read on LinkedInI'm a senior creative strategist. I lead creative strategy and content systems for brands ranging from enterprise, including Dell and VMware, to consumer, directing everything from the initial brief to on-site production at events like Lollapalooza and Governors Ball.
I'm currently Senior Creative Lead & Content Strategist at Fresh Content Society. Before that I spent more than two years at Innovatis Group leading marketing and creative for enterprise accounts, and I built the brand for Women Who Invest from the ground up.
I'm most effective when social is treated as a business function, not a content calendar. If you're building a brand that needs to grow on social with real strategic depth, let's talk.
Pick a time that works for you and tell me about your brand. Prefer email? michelle.mparilla@gmail.com
Michelle is a senior creative strategist. She builds social-first brand strategy and content systems, and directs content from the first brief through on-site production.
Instagram and TikTok are the core, with campaign experience on X for enterprise brands.
Enterprise brands including Dell and VMware, and consumer brands including Gildan, American Apparel and Comfort Colors.
Book a call using the form on this page. Michelle replies by email to set up a time.