Fashion · Beauty · Lifestyle Branding · PR Strategy Hospitality · Digital Marketing 10M+ Reel Views

I build brands, content, and campaigns that perform.

— Allyssa Pasco Carlos

I’m a marketing strategist and brand builder with over a decade of experience across hospitality, public relations, and social media — working in high-volume, brand-driven environments aligned with Disney-level standards.

I’ve built digital strategy and campaigns for globally recognized brands, including publicly traded companies across hospitality, fashion, and lifestyle, and I approach every project with one goal: to create work that is not only visually strong, but strategically aligned and performance-driven.

Alongside my professional work, I’ve also built and monetized my own platform — giving me a dual perspective of how brands operate internally and how content performs in real time.

Strategy. Brand building. Real execution.

Currently Open To  ·  Freelance Work  ·  UGC Work  ·  Brand Partnerships  ·  Agency Representation  ·  Remote Roles

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Allyssa Pasco Carlos
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10+ Years
Experience
40K+ Audience
Growth
700+ Casting
Turnout
Multi-State Brand
Growth
Disney-Level Brand
Standards
About

A decade of brand-building, from the inside out.

Allyssa Pasco Carlos

I've spent the last 10+ years building brands that people genuinely connect with.

My foundation comes from hospitality marketing and public relations, where I developed and led social media strategy for globally recognized brands including Rainforest Cafe, T-Rex Cafe, The BOATHOUSE at Disney Springs, and Kona Grill — a portfolio reaching 247K+ combined followers and generating 10M+ reel views, with multiple pieces of content crossing the one-million mark.

Working directly alongside the creator of these concepts, and in collaboration with Disney's internal marketing and creative teams, I executed campaigns held to some of the highest brand standards in the industry — reaching millions of guests across global markets.

Today, I serve as VP of Marketing for Doc Holliday's Restaurant Group, a family-owned brand I am directly involved in, where I've played a key role in building and shaping the business from the ground up — applying my professional background to develop a scalable, multi-location brand now operating across three states.

Within the company, I've taken on a wide range of responsibilities — spanning front-of-house operations, customer experience, PR, branding, and creative direction. From developing marketing strategies and campaign execution to contributing to interior design and location-specific branding, I've been deeply involved in shaping the brand to align with each market, audience, and environment.

Alongside my professional work, I built and monetized a personal platform to 40,000+ engaged followers, collaborating with brands across fashion, beauty, and lifestyle. That experience allows me to approach marketing from both sides — understanding how brands are built internally, and how content performs externally.

I bring a rare combination of global brand experience, entrepreneurial execution, and content intuition shaped by real-world performance.
Based Philippines → Arizona, USA
Education Penn State · Purdue
Disciplines Brand · PR · Content · Marketing
01 — Leadership

Brand Strategy & Marketing Leadership

Hospitality  ·  PR  ·  Social  ·  Campaign Execution

At Schussler Creative, I played a key role in building and evolving the brand presence of some of the most recognized hospitality concepts in the industry — including Rainforest Cafe, T-Rex Cafe, and The BOATHOUSE at Disney Springs.

I founded and led the company's first social media and digital marketing department, developing strategy, content direction, and campaigns from the ground up — shaping how these brands showed up across digital platforms.

Working directly alongside Steve Schussler, I contributed to brand positioning, storytelling, and audience engagement strategies, while also collaborating with Disney's internal marketing teams to ensure alignment with brand standards and guest experience expectations.

This wasn't just content execution — it was about translating the physical experience of these brands into a digital presence that felt consistent, intentional, and engaging at scale.

Across all platforms, I led campaign direction, influencer partnerships, and content strategies that supported visibility, audience growth, and long-term brand consistency.

Kona Grill Instagram profile showing 48K followers
Kona Grill Instagram Profile
Kona Grill reel — 3 million views
Kona Grill Featured Reel
The Boathouse reel — 360K views
The BOATHOUSE Disney Springs Reel
Receipts · Content Performance
3M+
Top Reel
Kona Grill
10M+
Combined Reel
Views, Portfolio
247K+
Combined Followers
Across Brands
4
Reels Past the
1-Million Mark

Content strategy and creative direction across Kona Grill, The BOATHOUSE at Disney Springs, Rainforest Cafe, T-Rex Cafe, and Doc Holliday's Restaurant Group.

The Receipts · Reel Views Across Brand Portfolio

Kona Grill reel with 3M views
3M viewsKona Grill
Kona Grill reel with 2.2M views
2.2M viewsKona Grill
Kona Grill reel — 1.3M views
1.3M viewsKona Grill
Rainforest Cafe reel — 361K views
361K viewsRainforest Cafe
The Boathouse reel with 360K views
360K viewsThe BOATHOUSE · Disney Springs
T-Rex Cafe reel — 15.2K views
15.2K viewsT-Rex Cafe
Tempe Fashion Week reels portfolio with multiple posts and engagement
Reel PortfolioTempe Fashion Week · Spring '22
Tempe Fashion Week brand imagery grid
Brand ImageryTempe Fashion Week

Screenshots captured from brand Instagram accounts — content led and directed by A. Pasco Carlos.

What This Demonstrates

01Building brand presence from the ground up across multiple national hospitality concepts.
02Leading content strategy that generates real reach — multiple reels past one million views.
03Translating brand positioning and storytelling into audience engagement at scale.
04Executing within high-standard, large-scale brand environments alongside Disney and verified partners.
Current Role · Family-Owned · Multi-State Brand

Americana roadhouse hospitality, scaled from one storefront to a multi-state operation.

3 States
3 Locations
VP Marketing

As VP of Marketing, I'm directly involved in a family-owned roadhouse brand I helped build from the ground up — carrying the brand's Americana-inflected hospitality into each market it enters.

My work spans marketing strategy, brand, and PR; front-of-house and customer experience; creative direction; and interior design direction customized to each location's audience, architecture, and environment. Every opening is an exercise in translating a consistent brand feel into a locally-rooted experience.

Disciplines
Marketing Strategy Brand & PR Creative Direction Interior Direction Customer Experience Front-of-House Ops
Locations
WillistonNorth Dakota
GalvestonTexas
BillingsMontana
Doc Holliday's — signature cocktails trio
Doc Holliday's — interior with taxidermy and wagon-wheel chandeliers
Doc Holliday's — bar area with red stools and western interior
02 — Brand Performance

The BOATHOUSE — Brand Development & Digital Performance

Content  •  Campaigns  •  Audience Engagement

Overview

At The BOATHOUSE at Disney Springs, I was involved in the brand from its early development stages — contributing to both its physical and digital identity within one of the highest-traffic hospitality environments in the country.

This included participation in foundational brand decisions, from curating merchandise selections to supporting the sourcing and presentation of the brand's signature amphicar (boat-car) experience — helping shape the overall guest experience and brand narrative from the ground up.

Operating within Disney's ecosystem required a level of precision, consistency, and alignment that extended far beyond traditional marketing — where every detail contributed to both brand perception and guest experience at scale.

Execution

From the initial development phase through ongoing operations, I played a key role in building the brand's social media, digital marketing, and PR presence — locally, nationally, and internationally.

I developed and directed content strategies centered around lifestyle-driven dining experiences, product-focused visuals, and shareable brand moments — balancing aesthetic quality with performance-driven execution.

  • contributing to the brand's early-stage marketing and digital presence
  • developing content pipelines to support consistent visibility and engagement
  • aligning visuals with Disney-level brand standards and guest expectations
  • executing campaigns tied to brand launches, menu features, and experiential storytelling

The work required a strong understanding of how real-world environments translate into digital performance — ensuring that each piece of content felt both authentic to the brand and optimized for audience interaction.

360K+
Views on a Single
Organic Post
67.8K+
Views Across Multiple
High-Performing Pieces
44.8K+
Views on Lifestyle-
Driven Content
CONSISTENT
Engagement Across
Mid- to High-Range Tiers

Visual Proof

The BOATHOUSE — 360K-view organic post 360K+ views
Top Organic Post
The BOATHOUSE — reels grid showing multiple high-performing pieces 67.8K + 44.8K
Reels Performance Grid
The BOATHOUSE — Instagram profile and brand presence Disney Springs
Brand Presence · Profile
Strategic Highlights
  • involvement in brand development from early-stage concept through execution
  • ability to translate physical brand experience into digital storytelling
  • experience building and scaling digital presence across multiple markets
  • strong alignment between brand identity, content strategy, and audience engagement
This work reflects my ability to contribute to brand building at both a foundational and executional level — balancing high-standard brand environments with content that is both visually elevated and performance-driven.
03 — Case Study

Tempe Fashion Week — Spring Season Launch

Co-Director  •  PR & Marketing Lead

Overview

Tempe Fashion Week's first Spring season was built entirely from the ground up — without an existing playbook, and without a traditional marketing budget.

The objective wasn't just to produce a show, but to create an experience that would generate real attention, meaningful turnout, and long-term brand traction.

Tempe Fashion Week runway look
Runway · Look 01
Tempe Fashion Week runway look
Runway · Look 02
Tempe Fashion Week runway look
Runway · Look 03
Tempe Fashion Week runway look
Runway · Look 04
Tempe Fashion Week runway look
Runway · Look 05
Tempe Fashion Week runway look
Runway · Look 06
Tempe Fashion Week runway look
Runway · Look 07

Selected Looks · Spring Collection

Tempe Fashion Week runway look
Runway · Look 08
Tempe Fashion Week runway look
Runway · Look 09
Tempe Fashion Week runway look
Runway · Look 10
Tempe Fashion Week runway look
Runway · Look 11
Tempe Fashion Week runway look
Runway · Look 12
Tempe Fashion Week runway look
Runway · Look 13
700+
Casting Call
Turnout
$0
Marketing
Budget
1,000+
Live Plants
& Florals Negotiated
Phoenix
Tempe
Scottsdale
New York
Los Angeles
Miami
Cities of
Designer Talent
Execution

As Co-Director and Director of PR & Marketing, I led the strategy behind the launch — from partnerships and casting to creative direction and brand positioning.

01

Tempe Marketplace Partnership

Secured the venue at zero cost by positioning the open casting call as a high-traffic activation aligned with their core demographic.

02

Live-Plant Runway

Conceptualized and executed an immersive runway sourcing 1,000+ plants and florals through a local nursery partnership.

03

Multi-City Designer Talent

Sourced designers from New York, Los Angeles, Chicago, and Phoenix; coordinated stylists, hair, and makeup teams around a single creative vision.

04

Phoenix Children's Hospital

Built a community initiative around the show — featuring the hospital's newest robotic innovation on the runway and tying proceeds back to the organization.

05

VIP & Press Strategy

Executed a PR plan that brought in Phoenix Rising FC players as VIP guests — driving press pickup, attendance, and social momentum.

06

Creative Direction End-to-End

Owned brand positioning, casting, set, and visual identity — ensuring every touchpoint reflected the spring-plant editorial language of the season.

Pre-Show Campaign

The Editorial Build — Marketing the Show

Before the runway, there was the campaign. I directed an editorial capsule shot on location to generate pre-show press, casting traction, and social momentum — translating the show's spring-plant visual language into a fashion-forward image system that ran ahead of the event.

Editorial campaign — green blazer with jeweled boots
Editorial · Green
Editorial campaign — tan blazer and sheer pants
Tan · Sheer
Three models at white stucco archway
Trio · Archway
Two models at white stucco archway
Duo · Green + Vest
Tan blazer editorial — alternate angle
Editorial · Alt
Beauty campaign — three models editorial close-up
Beauty · Close-up
Tempe Fashion Week Spring Show — Open Casting Call poster
Casting Call — Official Poster
The Casting Call

700+ models. One flyer. Zero ad spend.

The open casting call — held at Tempe Marketplace in a zero-cost venue partnership I negotiated, and promoted in collaboration with Green Living Magazine — drew the first-ever 700-person turnout for a spring show of this scale.

The poster was the single campaign artifact. Everything after it — the press pickups, the agency inquiries, the volunteer designers — came from strategy, not spend.

700+Attendees
$0Ad Spend
1 dayCasting Window
Outcome

The launch resulted in a 700+ casting call turnout for the inaugural Spring season, strong in-person engagement through the Tempe Marketplace partnership, and a fully realized event that successfully blended fashion, brand partnerships, and community impact.

04 — Personal Platform

Personal Brand, UGC & Brand Collaborations

Content  •  Partnerships  •  Campaign Execution

Overview

Alongside my work in brand strategy and marketing, I built and scaled a personal platform rooted in fashion, beauty, and lifestyle — developing content that is both visually elevated and commercially aligned.

My work also extends into UGC (user-generated content), where I create brand-facing assets designed specifically for performance across both paid and organic channels.

What sets my approach apart is the perspective I bring into it.

I approach content creation with a foundation in corporate PR and marketing, combined with agency-level campaign execution — understanding not only how content looks, but how it performs, how it aligns with brand objectives, and how it fits into a broader marketing strategy.

At the same time, my background in modeling, acting, and pageantry — dating back to early childhood — gives me a strong foundation as on-camera talent, with a deep understanding of presence, movement, and visual storytelling.

Having worked across international markets in Asia, the Middle East, the Pacific, and the United States, I bring a global perspective to both performance and brand alignment.

This allows me to operate across multiple roles within a single project —

  • On-Camera Talent
  • Creative Director
  • Brand Strategist

The result is a more complete approach: content that is not only aesthetically strong, but intentional, strategic, and aligned with how brands actually operate.

Platform Growth & Perspective

While building my own platform, I grew it to 40,000+ engaged followers, securing paid collaborations with both international and aspirational brands.

That experience gave me a dual perspective — understanding how brands are built internally, and how content performs externally in real time.

While the account is no longer active, I’ve retained performance data and examples that reflect consistent engagement, audience alignment, and campaign-ready execution.

Platform Performance Highlights

2,305
Top Post · Miami
1,770
Avg. Likes Per Post
5.8%
Peak Engagement Rate
5
Cities Content Performed In

Sampled from top-performing posts — global reach across Beijing, Miami, Scottsdale, Paradise Valley, and Sedona. Industry benchmark for “excellent” influencer engagement is 3%+; these posts consistently cleared 4–6%.

Top-Performing Posts · @lizapcarlos

Top post — South Beach, Miami
2,305 likesSouth Beach, Miami
Red gown — Miss Globe World, Beijing
2,220 likesMiss Globe World · Beijing
Crown editorial — Scottsdale
1,910 likesEditorial · Scottsdale
Yellow swimsuit — Sugar Sugar AZ campaign
1,819 likesSugar Sugar · Paradise Valley
Sedona, Arizona hiking shot
1,600 likesTravel · Sedona
Blue lace gown — Beijing
1,569 likesEditorial · Beijing
Peacock wings pageant costume — Beijing
1,408 likesMiss Globe World Costume
Black silk robe editorial — Paradise Valley
1,344 likesEditorial · Paradise Valley

Screenshots retained from @lizapcarlos prior to account compromise · 40K+ followers · consistent 4–6% engagement

05 — Collaborations

Selected Campaign Work

Brand Partnerships  •  Editorial  •  UGC

Oh Polly — rooftop editorial hero

Oh Polly

Fashion Campaign Content

Collaborated with a UK-based global fashion brand known for high-performing digital campaigns. Initially contracted for static imagery, I expanded the scope by negotiating additional video deliverables — producing campaign-ready motion content that extended the brand’s original request.

Strategic Highlights
  • expanded campaign deliverables beyond initial scope
  • increased content value through video integration
  • aligned fashion visuals with multi-format campaign needs
Pixi Beauty × Airbnb — in-home beauty ritual

Pixi Beauty × Airbnb

Beauty & Lifestyle Campaign

Developed lifestyle-driven content integrating product storytelling with environment-based visuals — strategically aligning Pixi Beauty’s campaign with a separate Airbnb collaboration within a shared location, maximizing production efficiency and visual consistency.

Strategic Highlights
  • executed multi-brand content within a single production environment
  • balanced distinct brand identities within shared visuals
  • optimized production for both efficiency and creative alignment
Mellow Cosmetics — Fall campaign editorial in the Sonoran desert Watch Reel →

Mellow Cosmetics

Fall Campaign Launch

Created and directed a full campaign concept for Mellow Cosmetics’ Fall product launch — from concept and theme development to videographer selection — ensuring all deliverables met both aesthetic and performance goals.

Strategic Highlights
  • owned full creative direction from concept to execution
  • translated seasonal branding into visual storytelling
  • ensured alignment between creative vision and brand expectations
Motion

Hyde Park Jewelers

Luxury Retail Collaboration

Initially approached for in-store content, I expanded the collaboration by proposing an elevated campaign concept. Over a three-month relationship I developed it into a full-scale shoot featuring over $150,000 of high-end jewelry, aligned with the brand’s luxury positioning.

Strategic Highlights
  • transformed a standard collaboration into a premium campaign
  • built and nurtured long-term brand relationship
  • executed content involving high-value luxury assets
Billabong × Leilah Market — beach hero
Billabong × Leilah Market — alternate frame

Billabong × Leilah Market

Lifestyle Fashion Campaign

Originated through outreach to a local boutique (Leilah Market). Consistent tagged content drove inbound interest from Billabong, resulting in professional lifestyle content shot in San Diego and Carlsbad, California.

Strategic Highlights
  • converted organic exposure into inbound brand partnership
  • leveraged local collaboration into global brand opportunity
  • executed location-driven lifestyle storytelling
Luv Bridal — Monument Valley road hero
Luv Bridal — alternate editorial frame

Luv Bridal

Destination Campaign — Monument Valley

What began as a local Phoenix collaboration scaled into a destination shoot for the brand’s Australia-based team. Produced editorial content in Monument Valley, entrusted with thousands of dollars in unreleased bridal inventory.

Strategic Highlights
  • scaled local partnership into international collaboration
  • demonstrated trust and accountability with high-value assets
  • executed editorial content within a destination campaign setting
Across all collaborations, I’ve applied my background in business and public relations to not only execute content, but to identify opportunities, expand partnerships, and ensure that every deliverable aligns with each brand’s expectations and long-term positioning.
06 — Featured Reel

Mellow Cosmetics

Fall Campaign Launch

Created and directed for Mellow Cosmetics’ Fall product launch — editorial beauty in motion, from concept to final cut.

07 — Contact

Let's Build Something That Performs—and Lasts.

I build brands, content, and campaigns that don't just look good—they work.

With a foundation in hospitality, PR, and digital strategy, and experience across fashion, beauty, and lifestyle, I approach every project with one goal: to create work that is both intentional and effective.

Currently Open To
  • Full-time and part-time remote roles in social media, content strategy, brand marketing, and creative direction.
  • Select brand partnerships, UGC opportunities, and on-camera talent collaborations.
allyssapcarlos@gmail.com →
@allyssapcarlos_ @allyssapcarlos_ /allyssapcarlos in/allyssapcarlos
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