Brand Marketing & Development
Partnership & Community Management
Special Projects
Full Overhaul of Brand Marketing Strategy With Emphasis on
Social Media
With a change of the guard, including new marketing strategy and direction, CR was brought on board to implement and build upon updated branding pillars with an emphasis on social media, partnerships and community. After our time together, Fur was left with reinvigorated social channels with updated content, linking systems and messaging as well as strategy and processes, inclusive of reporting, new influencer initiation and an updated library of content for brand’s use across digital platforms.
A (Not So) Subtl Impact
In an effort to amplify brand awareness and launch new categories for Subtl Beauty, we implemented a multi-faceted strategy. We refreshed branding and messaging across social channels, leveraging tools like Archive and Marathon to optimize content performance and partnering with likeminded brands for high reach. A 360° influencer approach was key—we sourced and negotiated with mega brand builders, rebuilt past relationships, and identified high-impact influencer groups and top-converting affiliate partners to highlight the brand’s unique differentiation. Additionally, we launched and scaled a high-touch gifting program, fueling organic word-of-mouth. These efforts led to doubling both organic search and earned media value YoY, an 800% YoY increase in user generated content and an immeasurable surge in brand love that will drive lasting impact.
New Mascara Ranks No.3 at Sephora on Week Two
I was hired to lead the go-to-market strategy for Iris&Romeo’s new mascara. My experience, coupled with up-to-date research of the marketplace, enabled me to help build off existing plans and add critical elements which resulted in an explosive, out-of-the-norm product launch, catapulting it into the number three mascara at Sephora by week two. I served as the liaison between senior leadership and the team, mentoring and guiding strategy while ensuring alignment and keeping to the brand’s unique point of difference.
Vibrant Ambassador Community Builds Brand Loyalty, Ignites Sales and Results in Over 110M Organic Reach (and counting)!
To amplify brand awareness and showcase Innersense Organic Beauty’s ability to cater to all hair types, a program to foster authentic connections with key influencers was born. By nurturing long-term partnerships and providing continuous education and support, we found creative ways to empower our partners to share genuine stories with their audiences. These consistent efforts in new outreach, ongoing communication and relationship-building not only heightened brand visibility but also enabled us to surpass monthly sales expectations and set in place a solid community of creators for the brand to engage with on an ongoing basis.
Social Revival to Client Arrival
Our interior client’s Instagram had been in hibernation, and the goal was simple: get her back to posting. We revamped her strategy, refreshed content with a photo/video pro, and optimized everything for searchability. The social results were immediate and these wins sparked us to lean into other platforms like YouTube, her website, and Houzz. The social wake-up not only revitalized her brand but also drove inbound client requests, proving the power of content and storytelling in the interior design space.
Eco Luxury Skincare Brand Goes Viral on Tik Tok
Through a mix of community building, micro influencer gifting and key relationships with celebrities and top influencers, True
Botanicals Ginger Turmeric Cleansing Balm became a viral sensation on Tik Tok, the social channel where low price point “dupes” tend to steal share.
Skincare Brand Soars From No.19 to No.2 at Sephora
After years of declining in rank, Ole Henriksen leaned into hyper-relevant beauty influencers to build their unique “skincare for makup junkies” messaging. Thoughtful, long-term partnerships, out-of-the-box content and eventing, caused word of mouth to explode, catapulting the brand from number 19 to number 2 at Sephora in less than a year and a half.