Reid Schaffer is a 23-year-old NYU graduate, creative producer, and social media strategist based in New York City. She began working in the digital space as a college freshman, creating culturally attuned content for developing artists and classmates exploring new digital identities—often deploying grassroots, guerrilla-style marketing tactics that involved everything from 13-year-old stunt doubles scouted at Brooklyn parkour gyms to Battery Park breakdancers. She is best known for running the social media presence of global pop icon Nelly Furtado. Her work for Furtado includes content surrounding her appearance on Call Her Daddy, the rollout of her seventh studio album, and her Coachella performance with Dom Dolla, where Reid assisted Nelly in developing a Gen Z-facing online persona that blends nostalgia with a self-aware, irreverent tone. Another client is Nicole Scherzinger, for whom Reid created content tied to her Vogue feature and Met Gala debut. Reid also provides digital consulting services to labels and emerging artists, such as Grace Ives and Binki. Reid’s approach bridges pop culture fluency with creative direction, positioning her as a Gen Z liaison for artists looking to experiment, evolve, and reintroduce themselves to the internet.