Lex is a text-first social app for queer people built for dating, friendship, and finding community.
I worked on Lex’s marketing team twice. The first stint ran June 2021 to January 2023: I started as Marketing Assistant, making daily content across TikTok and Instagram and running Lex’s Pride 2022 programming, then moved up to Marketing Specialist then to Marketing Coordinator. That’s where the street-interview and trivia series I wrote, shot, and edited took off: over that stint I posted 127 Instagram videos for Lex that together pulled in more than 10.5 million views and 499,000 likes, with one run adding 35,000 TikTok followers in two weeks and 12,000 Instagram followers in two months.
I came back from July 2024 to April 2025 as Digital Marketing Manager, running paid and organic growth, SEO and A/B testing on the app funnel, and a series of in-person Lex events across NYC. The 126 Instagram videos I made that stint brought in more than 11 million views and 596,000 likes. Social growth was up 20% and downloads up 30% over that stretch. The account was somewhere around 110,000 followers by the time I left.
253Instagram videos
21.5M+ views
1.1M+ likes
+20%social growth (2nd stint)
+30%download growth (2nd stint)
110Kfollowers at departure
3.2Mlifetime TikTok likes
THE FEED: 50 MOST-WATCHED VIDEOS
At Lex, I worked on DIY OOH campaigns that felt authentic and grassroots, focusing on getting our message out there in a way that really resonated with the community. We made creative use of street art, posters, and local spaces to bring Lex's vibe to life offline, showing up in places where our audience was already hanging out.
For the release of new Lex features like Group Chats, Profiles, Profile Photos, and Lexmojis, I helped drive the excitement and buzz through a fresh, fun social media strategy that got the community hyped. I worked on creative campaigns that showcased how these new tools would bring users closer together—whether it was creating spaces for deeper conversations through Group Chats or letting people express themselves more fully with Lexmojis and profile photos. The goal was to make these updates feel personal, relevant, and aligned with Lex’s mission of being a safe, inclusive place for queer folks to connect. By tapping into the energy of the community and creating shareable, engaging content, I helped turn the feature rollouts into a celebration of what it means to be authentically yourself online.
As the Social Media and Marketing Specialist for the Lex rebrand, I helped turn an iconic app into something that felt fresh, inclusive, and totally in sync with its community. I worked on crafting a social strategy that connected with Lex’s core audience while bringing in new users through authentic, relatable content. From creating viral posts to managing influencer partnerships, I made sure every move was in line with Lex’s mission to support and uplift the queer community. The rebrand wasn’t just about changing the look—it was about deepening the connection between the app and its users, and I’m proud to have played a part in making Lex a bigger, bolder, and more vibrant space for everyone.