Photo: Sunny Leerasanthanah

I’m the founder of Mashu Mashu, a creative strategy studio telling compelling stories about art and artists as bold and visually stunning as the work they showcase.

I take pride in creating beautiful, thought-provoking work that reaches and resonates with real people, not just industry insiders. Collaborating with leading designers, filmmakers, writers, and content producers, I work with arts and culture organizations to concept and execute memorable—and achievable—editorial, social, and brand campaigns.

While directing social strategy for The Museum of Modern Art, the world’s most-followed museum, I spearheaded numerous campaigns that engaged people from within and beyond the art establishment. MoMA Photo Club, for example, is a hugely popular Webby Award–winning project that invites people to take photos inspired by monthly prompts. I also created #MuseumFromHome at the height of the pandemic, when museums were scrambling to stay relevant and connect with people stuck inside; the hashtag has been used millions of times by arts organizations across the globe. 

I began my career as an editor at Art in America, writing long-form features and reviews for the print edition and helping define the magazine’s online presence and social media. Later, as an editor at Artsy, I brought mass appeal to the art history vertical with viral articles exploring untapped histories, like the backstage reality of Degas’s ballet dancers, and undersung and misunderstood figures, from Francesca Woodman to the radical artists on the fringes of 1960s Japan. I extended my time with Artsy as a consultant, collaborating on national billboard campaigns with the brand marketing team. Delving into the gallery world, I managed social media and email marketing for David Zwirner across the gallery’s international locations, inventing influencer previews—now an industry standard—to promote the global brand to new audiences.

Through the years, I have participated in panels at Frieze New York, the Professional Organization for Women in the Arts, and the New York Academy of Art, and been a visiting critic at the Rhode Island School of Design, Columbia School of the Arts, Barnard College, Residency Unlimited, and the International Center of Photography, where I co-taught, with Mira Dayal, a class on crafting language about your work. I also serve on the advisory board of the Journal of Art Criticism.

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