Meet the Team
WHY WE EXIST
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WHY WE EXIST 〰️
Pony Social started behind a bar.
Specifically: New York, mid-2010s. The work of hosting, curating, and serving taught a lesson that's turned out to apply to almost every brand we've built with since.
The drink is never just the drink.
A great bar is built by its regulars. By the guests who come back because the room and people remember them.
That's the work we do now. For mission-driven brands across industries, we build the strategy, the story, and the architecture of the rooms where audiences become regulars — online, IRL, or in the spaces between.
At Pony, belonging is the metric.
micaela piccolo
Founder & Fractional CMOA decade in brand-building that started behind a bar in New York and moved through 13 markets in Asia-Pacific, leading global spirits growth for some of the most notable names in the category.
Somewhere between the cocktail program and the consumer launch, the lesson became clear: the brands that actually last are built by people who know how to host. Who understands that marketing, at its best, is hospitality at scale.
She founded Pony Social to bring that lens to mission-driven brands — the ones building something worth staying for.
Based between NY and Puerto Vallarta. Pisces sun. Reads Priya Parker, Seth Godin, and Paul Coelho for fun.
aurelia vanelly garces
Paid Social & Campaign StrategistVanelly leads campaign architecture and paid social at Pony Social. A brand manager with deep roots in the entertainment industry, she built her craft running campaigns where attention is the entire economy — and where what works has to actually work, on a deadline, in front of a real audience.
NYU-trained in Interactive Media Arts. Fluent in the language of culture and the math of performance.