Irwin’s Upstairs
My role: Freelance social media management + strategy
Within my first three months working with Irwin’s, I grew their Instagram following +58%, from 7409 to 10,000+ followers.
To date, the content I created for the brand has received 125,000+ engagements.
I worked as Irwin’s Freelance Social Media Manager from April 2021 through August 2022. Previously, Irwin’s was a popular cocktail bar with Mediterranean cuisine that closed after Covid lockdowns.
When Chef Michael Ferreri took over the space, he decided not to change the name, the decor, or many of the brand assets. With that being said, it was a top priority to develop a strong brand to distinguish the new Irwin’s, with its modern Sicilian fare, from the old.
My objective was to maintain a strong brand and voice, as well as increase followers and engagement. I wanted the brand to feel un-stuffy and push the limits of how much fun we could have while keeping in mind the elevated restaurant experience.
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.
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! 🥂