Irwin’s Upstairs
My role: Freelance social media management + strategy
Within three months working with Irwin’s, I grew their Instagram following +58%, from 7400 to 10,000+ followers.
My content has since driven over 125,000 engagements to date.
When Chef Michael Ferreri took over Irwin’s — a beloved Mediterranean cocktail bar that closed during COVID— he kept the name, the space, and much of the existing visual identity intact. My role was to help reintroduce the restaurant as something entirely new: a modern Sicilian destination with a distinct POV.
I led social strategy, voice, and content development, and built a brand that felt sharp, self-aware, and a little unexpected for fine dining — proving you can be both elevated and fun to follow.
During my time with Irwin’s, they received Bon Appétit’s America’s 10 Best New Restaurants (2022) and Esquire’s Best New Restaurants in America (2021). Read more about Irwin’s in Condé Nast Traveler.
The impact:
Grew Instagram following +60% in 3 months (7,400 → 10,000+)
Drove 125,000+ engagements across original content
Helped establish a clear, differentiated brand identity in a legacy space
Instagram Feed
FYI— closed tonight for a wedding. See ya next week! 🍾
We’re honored to be included (in great company) on @phillymag’s 50 best restaurants in Philadelphia! 🥂
You know the drill. Reservations are live on Resy! Let’s get cozy. Link in bio to book.🍸
Huuuuuuge golden hour fans over here.
Meet you at the bar.
Be back Wednesday.
Irwin’s after dark 😏 #cozyboys
Back to business 🐟🐟🐟 Reservations available at the bar & in the dining room via Resy! 📸: François-Xavier Lallane, “Sardine” Cushion
Many, many thanks to the @dame_nyc for coming out this weekend. It was amazing to be able to work alongside such incredible talent! A special thanks to everyone who came out. Stay tuned for more collab dinners to come.
Al fresco dining is BACK, baby! Link in bio to reserve your dinner with a view.
Our new crudo dish. Local NJ fluke from @local130seafood. Served “Sicilian Sashimi” style with lemon, capers and fermented chili.
We’re honored to be included (in great company) on @phillymag’s 50 best restaurants in Philadelphia! 🥂