Ashton Montgomery
CONTENT CREATOR / HOSPITALITY MARKETING / UGC CREATOR
Based in NYC, I’ve spent 3+ years shaping digital storytelling for hospitality brands as a social media strategist/manager and content creator.
I currently manage social media for multiple venues within the Sleeping Giant Hospitality Group, which represents some of NYC’s most beloved bars and restaurants. Through content creation, I am able to tell the story of each distinct space on socials, while retaining giving them a with a recognizable social presence.
High-Performing Content
Albert's Bar - Midtown, NY
1.2 Million Views
The Bonnie Bar - Astoria, NY
446 Thousand Views
Penrose Bar - Upper East Side, NY
48.2 Thousand Views
Sweet Afton Bar - Astoria, NY
50 Thousand Views
What I Bring to the Table
Creative Direction
Creative Creation
Creative Coordination
Analytics & Reporting
Develop social-first concepts that give each brand a distinct, recognizable personality.
Concept, shoot, and edit short-form video, photography, and graphics designed to capture attention and drive engagement.
Collaborate with creators, photographers, venue teams, and other partners to bring campaigns and content ideas to life.
Track content performance, identify what’s resonating, and use those insights to shape future creative decisions.
Social Strategy
Build content calendars and campaigns that balance brand goals, platform trends, and what audiences actually want to see.
Copywriting
Write captions and social copy that feel natural to each brand’s voice while encouraging people to engage, visit, and share.
Community Management
Build relationships with audiences through thoughtful, consistent engagement across social channels.
Real-World Storytelling
Turn everyday moments - from a packed garden to a cocktail at the bar - into content that makes people want to be part of the experience.
Alberts Bar: Nov 2023-Present
+120% follower growth since 2023
The Penrose Bar: Nov 2023-Present
+29.7% follower growth since 2023
The Bonnie Bar: Nov 2023-Present
+25.2% follower growth since 2023
Sweet Afton Bar: Nov 2023-Present
+54% follower growth since 2023
UGC / Lifestyle / Comedy
Old Navy Collab - NY, NY
3.8 Thousand Views - IG
Comedic - NY, NY
4.5 Million Views - TikTok
Comedic - NY, NY
2.4 Million Views - TikTok
Collab - Brooklyn, NY
4.7 Thousand Views - IG
TikTok Follower Count: 8.6K
Happy Hour Campaign - The Penrose Bar
Turning recurring happy hours and late night specials into a recognizable weekly rhythm.
Objective:
Increase awareness and drive foot traffic to The Penrose during key weekday and late-night hours by highlighting the bar’s Happy Hour and late-night specials. Through engaging, lifestyle-driven social content, the campaign positioned The Penrose as an approachable neighborhood destination for everything from after-work drinks to spontaneous late-night plans. The strategy focused on creating memorable, repeatable messaging around the specials while showcasing the atmosphere, cocktails, and overall guest experience to encourage both new and returning customers to visit throughout the week.
Approach:
Drive awareness and traffic through lifestyle-led content, clear promotional messaging, and trend-forward short-form video. Highlight key moments like happy hour and late-night offerings through NYC-relevant creative, targeted paid media, and local influencer partnerships. Maintain a consistent cross-platform presence to keep the brand top of mind and drive ongoing visits.
36.4K Views
42.4K Views
27.1K Views
Published Static Stories Examples:
- Canva Design
- Posted on rotation for
...our late night special
- Happy Hour promotion
- Trend Led hook
- Posted on rotation for
...Happy Hour
- Dual Advertisement
- Call to Action for Merch
- Posted on rotation for our ...late night special
Grid Graphics for Happy Hour:
- Creative way to tie in the UES with our signature ...cocktails
- Ran for promo during the World Cup for tourist ...recommendation and re-shares
Renovations Campaign - The Bonnie Bar
A renovation campaign designed to reintroduce a beloved local favorite and showcase its transformative new brand identity.
Objective:
Reintroduce The Bonnie following its renovations by showcasing the refreshed space, generating excitement among the Astoria community, and driving guests to experience the updated venue in person.
Approach:
Drive awareness and traffic through lifestyle-led content, clear promotional messaging, local influencer collaborations and trend-forward short-form video.
Highlight key transformational moments film pre and post renovations
Maintain a consistent cross-platform presence to keep the brand top of mind and drive ongoing visits
69.8K Views
48.2K Views
15.4K Views
Sweet 16 Campaign - Sweet Afton Bar
A neighborhood birthday campaign rooted in Astoria loyalty and the venue’s late night identity.
Objective:
The objective of Sweet Afton’s Sweet 16 Anniversary Campaign was to celebrate the bar’s longstanding presence in Astoria while driving awareness and attendance for the anniversary event. The campaign focused on honoring Sweet Afton’s connection to the neighborhood, building excitement around the milestone, and positioning the celebration as a thank-you to the Astoria community that has supported the bar over the years.
Approach:
Drive awareness and traffic through lifestyle-led content, clear promotional messaging, and trend-forward short-form video.
Highlight key moments within the neighborhood to show our connection to the community throughout the years . Maintain a consistent cross-platform presence to keep the brand top of mind and drive ongoing visits.
50K Views
37.9K Views
5K Views
The World Cup Campaign - Albert's Bar
A tournament-long content system for a Midtown destination built around live sports.
Objective:
Position Albert’s Bar as a premier Midtown destination for watching the tournament while driving reservations, walk-in traffic, and overall brand awareness. The campaign utilized a combination of social-first video content, branded schedule graphics, promotional posts, and timely game-day messaging to keep followers informed and engaged throughout the tournament.
Approach:
Develop and schedule graphics for weekly and daily line ups.
Spotlight the bars multiple screens and viewing options.
Providing updates for sound, along with food and drink specials.
Keep reservation call-to-actions clear and accessible.
Connect the audience to a central location that has easy access to multiple train lines including access to transit for MetLife Stadium
4.6K Views
3.6K Views
6.1K Views
Published Static Stories Examples:
- Call to Action
- Posted throughout the entire - Tournament on Stories
- Weekly Match Line Up
- Posted Daily
- Refreshed Weekly
- In House Promo
- Took Video and Photo while ..documenting in house coverage
IG Grid Graphics for Matches:
Describe your image
Describe your image
Describe your image
Describe your image