I turn business goals into content that looks good, means something, and moves people.
I help brands figure out what they need to show, create and say, then turn those ideas into content with a clear purpose. I connect the marketing thinking with the creative work behind it, making sure content isn't just there to fill a feed, but has a reason to exist.
Strategy-minded. Creatively driven. Slightly obsessed with good content.
I'm Gabrielė, a creative marketer with a background in Entrepreneurship & Innovation. My work combines marketing strategy, content and creative direction, with a focus on making content work for both sides of the equation: the brand and the people it's trying to reach.
I look at what a brand is trying to achieve, who it needs to reach, what its audience wants to see, and what content can move them closer to the brand's goals.
Whether that means building a content strategy, planning a campaign, shaping a shoot, or figuring out what assets a brand actually needs next, I approach content with the bigger picture in mind.
Outside of the strategy decks and moodboards, I have a slight obsession with 35mm film. I love its texture, imperfections and intimacy, and the way it can make a brand feel a little more human. It's a creative side of me that naturally finds its way into how I see brands, too.
Content should look good. But it should also have a reason to exist.
Content is not the goal.
The outcome is.
A brand doesn't need another 30 pieces of content just because someone said it needs more. It needs the right content. So before creating anything, I ask six questions.
Who are we trying to reach?
What do we want them to think, feel or do?
What do we need to communicate to get them there?
Where does that content need to live?
What do we need to create, and how should we produce it?
What does success actually look like?
This way of thinking brings together entrepreneurship, innovation, marketing and content production. I see content as a tool for the business, not simply something that needs to be posted.
Where I come in
Content Audit
For brands that already have content but aren't sure what's working, what's missing, or what to create next. I look at your content and assets, how they're used, what gaps exist, and where content can work harder.
- ·Content & asset audit
- ·Content gap analysis
- ·Organic & paid review
- ·Channel review
- ·Content recommendations
- ·Prioritized next steps
- Preparing for a new season
- Preparing for a campaign
- Going through a content refresh
- Posting a lot but nothing works
Campaign Direction
For brands with a business or marketing objective that needs to become a clear creative direction. I connect the objective with the audience, message and content needed to bring the campaign together.
- ·Campaign concept
- ·Creative direction
- ·Content strategy
- ·Organic & paid planning
- ·Key messaging
- ·Moodboard & visual direction
- ·Asset requirement checklist
- New product launches
- Campaigns & new collections
- Seasonal moments
- Ideas that need shaping
Content Production
For brands that want their photo or video shoot to produce the assets they actually need. I approach production from the marketing side, not just beautiful images, but the right images for where they'll be used.
From the campaign hero shot to the vertical assets needed for paid social, I keep an eye on the bigger content picture while the brand focuses on the product.
- ·Creative direction
- ·Moodboard
- ·Production planning
- ·Shot list
- ·On-set creative oversight
- ·Shot tracking
- ·Post-production direction
- Planning a photo or video shoot
- Preparing campaign content
- Launching a product or collection
- Wanting direction on set
Ongoing Content Partner
For brands that need ongoing strategic, creative and social support without hiring in-house. The mix flexes depending on what the brand needs.
- ·Monthly content planning
- ·Campaign development
- ·Content & social strategy
- ·Social media management
- ·Performance analysis
- ·Creative direction
- ·Copy & captions
- Growing brands without a content team
- Ongoing marketing support
- Connecting social, content & campaigns
- An extra strategic brain
35mm Film
35mm film is a personal passion of mine, and naturally it's found its way into my work with brands. I love the texture, imperfections and intimacy of film, and the way it can make a brand feel more human.
- ·Brand stories
- ·Campaign imagery
- ·Lifestyle & editorial
- ·Behind the scenes
- ·People & founders
- ·Events
- ·Product-in-context
- Something more human
- A tactile, editorial feel
- Lifestyle & fashion brands
- Imagery with personality
From "we need content" to "here's what we actually need."
First, I get to know the business, the objective and the audience. What are you trying to achieve? Who are you reaching? What are you selling? What does success look like?
Then I look at what already exists: your content, channels, assets, messaging and past performance. Sometimes you don't need more content; you need to use what you have differently.
We establish what needs to be communicated and what content can get us there: objectives, messages, content pillars, channels, asset requirements.
Then we turn the strategy into something tangible: campaign concepts, moodboards, creative direction, shot lists, content concepts, production plans.
I help oversee the creative production and make sure we capture the assets the brand actually needs. Not just the hero image, the whole picture.
Once content is out in the world, we look at what happened. What worked? What didn't? What next? Content strategy doesn't end when the shoot does.
Selected work in this portfolio reflects my individual contribution to projects completed during my professional experience and freelance work.
Have a brand, a campaign or a content problem?
Let's figure out what you actually need. Whether you're planning a new campaign, preparing for a shoot, questioning your current content, or simply need another strategic eye on your marketing. Tell me what you're working on.
Let's work together