Union Square Hospitality Group has created some of New York’s most beloved restaurants, cafes, and bars, which offer outstanding food delivered with signature warmth and hospitality. Founded by CEO Danny Meyer, the company now extends beyond the walls of its eateries. In addition to creating Shake Shack, USHG offers operational consulting, runs a multifaceted catering and events business, Union Square Events, and a growth fund, Enlightened Hospitality Investments (EHI). USHG holds 28 James Beard Awards and numerous accolades for its distinctive style of hospitality. As Director of Marketing for the organization, Amelia led the team that shaped visual identity and messaging for 9 new concepts and 2 growth brands, in addition to driving public relations and marketing strategy for 25 exiting brands in over 30 locations, primarily in NYC but also for operations in Las Vegas, Washington, D.C., and beyond.

Union Square Events (USE) is the catering and venue hospitality business from Danny Meyer’s Union Square Hospitality Group (USHG). USE creates experiences to savor that are rooted in USHG’s 30-year heritage of culinary excellence and Enlightened Hospitality. Through collaborations with a diverse portfolio of best in class clients and business partners, USE produces one-of-a-kind catered events and unparalleled dining experiences within a variety of cultural, corporate and entertainment venues throughout New York and Chicago.As Director of Marketing for USE, Amelia supported the unprecedented growth of Union Square Events by providing brand and marketing expertise to internal colleagues and external partners. She oversaw the brand repositioning of the division’s catering and event sales business, in addition to providing strategic marketing support for various consulting projects with major players in the airline, foodservice health and retailer industries. Amelia’s team opened multiple new concepts and new lines of business under USE’s umbrella during her tenure - from a fast casual sports stadium concept to a fine dining destination restaurant and events venue.

Creative Juice, a healthy cafe concept that offers flavorful, nutritious, and convenient eating and drinking choices, is a collaboration between Equinox and Danny Meyer's Union Square Hospitality Group. Developed with the philosophy that you don’t have to sacrifice flavor to eat healthy, all juices and menu options are equal parts delicious and nutritious – making eating right an enjoyable and sustainable part of the guests’ daily lives.

Sir Kensington's creates award winning all-natural condiments. Debuting in 2010 by reinventing ketchup, Sir Kensington's now offers multiple flavors of mayonnaise and mustard bringing choice and innovation to a previously forgotten category. By using high quality, Non-GMO ingredients and strict quality control methods, their customers enjoy both superb taste and nutritional benefits. Sir Kensington's products are featured in over 5,000 retailers in North America, such as Whole Foods, Safeway, and The Fresh Market.

Developed brand identity and concept; generated and implemented creative content via interactive marketing, blogging and social media; developed strategic partnership and co-branding relationships.

Developed strategic marketing and public relation initiatives for the brand, e-commerce site, retail stores and restaurant; created all brand/product communications and copy; utilized social media platforms to promote and expand brand presence