Hi, I'm Destinee · Social Media Manager

I tell the story
behind
the brand.

I'm a social media manager who works with brands, small businesses, and agencies. I build content that sounds like them. I care about the people, the craft, and the small details most feeds skip past, and I turn those into posts that reach the right audience and move real numbers.

See the Work
0 Organic Reel Views
0 Top Performing Reel
$0 Client Sales, Year One
$0 Q1 Revenue This Year
Case Study 01

JC Gold Jewelers
Miami, Florida

Fine Jewelry · Miami, FL

JC Gold Jewelers

Miami, Florida · Est. Social Partnership 2023

JC Gold is a family-owned Miami jewelry house. What I love about them is that they actually make everything by hand in their shop, from raw gold to the finished grill, ring, or pendant. Most jewelry accounts just post the finished piece. We started posting how it gets made instead. The feed turned into a little window into the workshop, and people flew in from all over for a custom.

View Instagram Profile
JC Gold Jewelers Instagram profile — 480 posts, 12.7K followers, Miami custom jewelry house, 233.7K views in the last 30 days
0 Top Reel Views

A single behind-the-scenes reel of a grill being shaped. Completely organic, zero ad spend.

0 Total Organic Reach

Multiple reels crossing 100K to 3M+ views over the course of the partnership.

$0 Revenue, Year One

Direct social-attributed sales in the first full year of management.

$0 Q1 Revenue, Year Two

Already past 60% of the prior year's total in the first quarter alone.

Top Performing Reels

Content That Broke Through

Two of my best-performing reels for JC Gold Jewelers. Both are behind-the-scenes footage of grills being crafted. Raw, slow, close-up, honest. No ad spend. The algorithm rewarded the authenticity and the audience kept coming back.

№ 01 · Highest Performing

Back at it again
with the grillz

Close-up Craftsmanship · Hero Reel

37.3M
Organic Views
253KLikes
2,027Shares
5,703Saves
№ 02 · Breakout Hit

Come get your
grillz done by us

Invitational POV · Watch-Time Winner

3.2M
Organic Views
32.5KLikes
34Comments
87Saves
The Numbers, Last 30 Days

Performance, Live

A snapshot of JC Gold Jewelers' Instagram analytics from the last 30 days. Real numbers, straight from the insights dashboard.

Last 30 Days 30 Days
233,729 Total Views

+52 net followers  ·  90.5% reached from non-followers  ·  9.5% followers

Mar 16 Mar 30 Apr 13

Views by Content Type

Reels
214K
Posts
13K
Stories
6.1K

Most Viewed · All Time

01
Back at it again with the grillz Craft Process · 18w
37.3M views
02
Come get your grillz done by us Invitational POV · 23w
3.2M views
03
Custom Saint Ring 🔥 Product Reveal · 28w
814.8K views
04
New Propeller Custom Craft Process · 10w
297.1K views
05
When you get a new custom Reaction · 30w
251.7K views
06
Quick resize 🔨 Craft Process · 3w
182.7K views
07
Handcrafted Cross Pendant Craft Process · 25w
135.3K views
08
More customs in the works Behind the Scenes · 12w
125.1K views
More From JC Gold

Content in the Wild

A deeper look at the content library. Reels, process shots, and custom work captured directly from the JC Gold feed.

Reel

Custom In The Making

Craft Process
Reel

Workshop Moments

Behind The Scenes
Reel

Product Showcase

Finished Piece Highlight
Vlog

Vlog Style

Pending YouTube Channel
Case Study 02

Uma's Restaurants
Puerto Rico · New York · Cali (soon)

Restaurant · Rebrand Project

Uma's Restaurants

Playa Jobos, PR · Rockaway Beach, NYC · California (opening soon)

Uma's had an engaged following, but the feed didn't look like a restaurant. It looked like a personal page. Event flyers, chalkboard specials, surf comp promos, and random beach shots all mixed together. On a short-term project, I rebuilt the feed into a restaurant-first brand page that could actually sell the experience: the food, the location, and the beachside vibe.

View Instagram Profile
A restaurant feed
that finally looks
like a restaurant.
Restaurant Rebrand Project
Rebrand Full Visual Identity

Rebuilt grid aesthetic, caption voice, bio, story highlights, and content pillars from the ground up.

3 Locations PR · NY · CA

Unified the brand across Playa Jobos (PR) and Rockaway Beach (NY), with a third California location opening soon. One feed, one voice.

The Transformation

Before · After

A side-by-side of the feed before and after the rebrand. The story isn't just about prettier photos. It's about turning a scattered personal feed into a clear, aspirational restaurant brand that someone would actually visit on vacation.

Before
Personal Feed · Scattered
Uma's Restaurants Instagram profile — before the rebrand, showing a scattered personal-feed aesthetic with chalkboards, event flyers, and surf promos
→ Rebrand
After
Restaurant Brand · Curated
Uma's Restaurants Instagram profile — after the rebrand, showing a curated restaurant feed with food photography, line-art illustration, and beach photography

What was wrong

Event flyers, menu chalkboards, promo graphics, and personal beach photos all mixed together. The grid felt like a bulletin board, not a restaurant brand. First-time visitors couldn't tell what Uma's actually was.

What I changed

New bio and link strategy, four focused story highlights, and a curated content pillar system: food, place, illustration, and beach vibe. The feed started looking like a restaurant you'd fly to visit.

Content Examples

A Few From the Feed

Example 01
Example 02
Example 03
More Content Examples

Other Clients & Work

A few extra examples from newer clients. These show the range of voices and aesthetics I'm comfortable working across.

Reel

Sustainable Swim Brand

New Client · Example 01
Flyer Sustainable Fashion Show flyer designed for HANI @ Keep FL Clean & Muse Studio

Sustainable Swim Brand

Flyer Design · Example 02
Reel

Arlo Hotels

Hotel Collab · Example 03
Reel

Personal Content Creation

Self-Made · Example 04
The Strategy

What I Actually Believe
About Content

01

Show the making, not just the thing

Most brands post the finished product. I post how it gets there. A jeweler at the bench, a chef plating a dish, a designer sketching a suit. The process is almost always more interesting than the end result, and it works across industries. It's what turned JC Gold's workshop into a scroll stopper, and it's what gave Uma's feed a reason for people to keep coming back.

02

Raw and real beats polished

Hand-held, close-up, slightly unfiltered content almost always beats perfectly styled shots. It feels like a real person made it, not a brand, and that's what earns watch-time, shares, and saves. Whether it's a grill being cast, a swimsuit laid out on a studio floor, or a hotel room at golden hour, I lean toward the version that feels like you're actually there.

03

Build the audience the brand actually needs

A lot of accounts chase whoever's already following them. I think about who should be. With JC Gold, that meant rebuilding the audience from a local Miami crowd into an international one. With Uma's, it meant pulling a feed that looked like a personal page and turning it into a restaurant brand that could actually sell the experience. The audience has to match what the business is trying to become next.

04

Tie every post to a real outcome

I don't chase vanity metrics. I watch what actually moves: DMs, saves, walk-ins, link clicks, bookings, press mentions. For a jewelry shop that looks like inquiries and visits. For a restaurant it's reservations and features. For a hotel or swim collab it's sell-through and brand lift. If a post isn't doing one of those things, I'd rather use that slot on something that will.

05

Put a face behind the brand

People don't really buy products. They buy from people they trust. Owners, chefs, designers, hosts, the team in the back. I like bringing the people behind the business into the content, so followers feel like they already know them before they ever walk in, book, or send a DM. It works the same whether the brand is a jewelry shop, a beachside restaurant, a swimwear label, or a hotel. The human part is what turns a follow into a customer.

Content Pillars

What I Create

✦

Process & BTS Reels

Short-form video built around the making of something. A grill being cast at JC Gold, a swim piece being styled, a plate coming together in the kitchen. It's the format that tends to carry the reach, because it feels real and specific instead of staged.

Reach Driver · Top Reel 37.3M Views

◈

Brand & Product Storytelling

The more intentional stuff. A finished piece, a hero dish, a hotel room, a swimsuit on location. Shot to actually sell the experience, not just post it. This is where the Arlo collab, JC Gold product highlights, and the swim brand work live.

Conversion · DMs, Bookings, Sell-through

◉

Editorial & Design Work

Flyers, feed layouts, covers, and branded graphics. The pieces that give a feed its look and hold it together between reels. Like the fashion show flyer for the swim brand, or the rebuilt visual identity behind Uma's grid.

Brand Builder · Feed Cohesion

❋

Owner, Staff & Community Content

The humans behind the business. Owners, chefs, designers, the team in the back, even me on camera. People buy from people, and this is the format that turns strangers into regulars. Whether that's a repeat customer, a reservation, or a follower who actually shows up.

Trust Builder · Repeat & Referral

Services Offered

What I Do

01

Social Media Management

Full account management across Instagram and TikTok. Content calendar, posting cadence, community engagement, and monthly performance reporting. You focus on your business, I handle the feed.

02

Content Strategy

Brand differentiation, content pillars, format research, and positioning. Built on what actually makes your brand irreplaceable, not on trends.

03

Reel Production & Direction

Creative direction for short-form video. Shot lists, hooks, pacing, and editing notes built for watch-time, saves, and shares.

04

Organic Growth

Organic-only growth strategies. No paid ads, no bots. Just content that works with the algorithm and reaches the right audience naturally.

05

Brand Voice & Positioning

Visual identity, caption voice, and brand story framework for social. Every post should feel like the same brand and build recognition over time.

06

Analytics & Reporting

Monthly reports tying content performance to real outcomes like DMs, link clicks, walk-ins, and sales. So you know exactly what's working and why.

Let's build something
worth following.

Open to social media manager and content strategist roles, whether that's in-house, agency, or freelance. If you're a brand, a small business, or an agency looking for someone to take content seriously, I'd love to hear about what you're working on.

smm.destinee@outlook.com →