The Process: I led the social strategy and created both video and graphic content, shooting and editing short-form videos that showcased the menu in a way people in Charlotte could relate to. The content ranged from bagel-making process videos and behind-the-scenes kitchen moments to catering drops at local offices. The idea was to make Einsteins feel like it actually belonged here, not like a chain that just showed up in CLT. Trending formats, strong hooks, good food front and center. Every post was doing double duty: building awareness and making people genuinely excited for bagels.