Increased audience by 2,000% from 1,000 to 22,000 Followers on Facebook and Instagram
Implemented content pillars to guide content creation by junior team members, ensuring consistent messaging on key initiatives such as Authenticity, Convenience, and Partners.
Allocated $200K in budget across Meta and Yelp Ads, Direct to Publisher Media Buys, and Influencer Campaigns
Established industry and competitive benchmarks for reporting KPIs such as CPM, CPC, and CTR to client on a monthly basis and H-E-B’s VP of Marketing and C-Level Executives on a quarterly basis
Responsible for setting creative direction for all ads, inclusive of video and static, based on performance and messaging goals
Influencer strategy included go-to-market for new store openings and an evergreen brand campaign focused on our key messaging pillars.
Oversaw implementation of influencer program from junior team members – partnering with over 100 influencers, generated 2M+ impressions, and achieving a 4% engagement rate.
• Created influencer roster of over 50 influencers per campaign, 4 total campaigns throughout the year
• Designed a creative brief to guide influencer messaging and maintain focus on overall objective
• Managed all influencer relations from initial outreach, to shipping coordination, to content approvals, to reporting wrap-up
• Executed 4 Campaigns engaging 45 influencers
• Generated an average of 10 original pieces of content with permissions for J. Lohr Wines to use digitally
• Successfully engaged influencers to create content across blog and social platforms generating over 600,000 impressions and 60,000 engagements
• Handled shipping, tracking, and manually transferring all event assets from Austin to Los Angeles
• Executed day-of event setup and breakdown with event staging team
• Managed all vendors during event including chef and catering team, photography/videography, nail technicians, and henna artist.
• Successfully launched the Kendra Scott Spring Collection with L.A.’s top fashion influencers
• Generated an upwards of 3 million impressions with day-of and post event content created organically by influencers
• Drove a demand for collection-based offerings in L.A. market as opposed to typically popular signature styles, noted from sales data
Received 400 applications across 35 campus, selecting a final 50 “gems”.
Partnered with multiple teams including Retail Ops and Human Resources to set key markets, set up process for referring, receiving, and vetting applicants, and setting up process for “gems” to partner with their closest store.
Responsible for monthly communication to gems sharing monthly social media prompts and challenges for hosting events.
Managed content creation, strategy, scheduling and community management of all social media platforms including Instagram, Facebook, and Pinterest
Implemented a social advertising strategy and created monthly reports to communicate efforts to owners
Executed a tactical and creative redesign of The Vintage Round Top Website and e-commerce platform
Created email marketing e-blasts via MailChimp and managed segmentation of existing subscriber lists
Managed all existing and new shop inventory of one-of-a-kind antique items
Executed all product photography and editing via Lightroom
Handled all shipping and logistics of items and customer communication after purchase
Created monthly reports to reflect shop growth and profitability
Managed all incoming B2B and influencer partnerships while executing an outreach strategy to secure brand-selected collaborations
Executed all event operations from beginning to end including pre-event promotion, logistics and set-up, guest communication, and post-event reporting
Managed relations with local and regional press for all event promotion and awareness
Created all print marketing material including event flyers, brochures, and ads using Adobe InDesign and Photoshop
Worked to place advertisements in key local publications and managed all ad buying negotiations
Managed printer relations and execution of all print marketing materials
Identified on-brand nail salon in Raleigh, remotely from Austin, within budget
Worked with salon owners to create a booking schedule for donation-based appointments in time slots unlike typical operations
Selected and coordinated all event assets including food, beverage, and decor
Created an outreach strategy spanning three universities two weeks prior to the event
Scheduled in-person sessions to book appointments with organizations
Booked event full with just 2 out of the 17 meetings scheduled, adding more nail technicians to the event to accommodate for higher attendance
Facilitated product shipments prior to event so technicians could become experts in applying working with Kendra Scott Nail Lacquer
Created a product order that would ensure our event would be stocked with enough product to sustain the full day
Collaborated with Planning and Allocation team when met with the scarcity of product during the launch of a new, niche category when fulfilling product order
Executed a two-part, full day event – from a College Students to an Influencer Happy Hour by dusk
Surpassed sales goal in Raleigh location by $2,000
Raised $1,200 in donations to The Ronald McDonald House of Durham
Identified key college influencers to help kick off the College Gems Program
9 out of 10 times, a positive test came during non-business hours – meaning I had to be prepared at all times to craft a statement and alert my PR counterpart to begin monitoring press
To prepare, I worked with my client and CEO to prepare and approve a templated statement that was then edited for proper context
Monitored community engagements and incoming questions, often having to respond to panicked guests about possible contact and navigating next steps.
2020 also brought civil unrest – with the most engaged audiences demanding action from their favorite brands. Silence was often seen as a statement in itself and I was responsible for advising clients on a response that wouldn’t be received as performative or tone-deaf.
Tatsu-Ya had the most outspoken audience who would flood our feed with comments demanding action – however it was also important to the owner that our response wasn’t a result of being pressured from our audience to do so, but a genuine plan of action.
Worked closely with the team to create a profit sharing day across restaurants to benefit the ACLU and NAACP, creating a roll out plan for messaging and follow-up announcement for accountability.
