Briogeo Haircare
I supported Briogeo Hair Care on the social rollout of their 4-in-1 Weightless Hair Oil campaign. Brought in as a consultant, I worked closely with the brand’s social and creative teams to capture strategic content for organic social use, ensuring it aligned with Briogeo’s signature science-backed, clean beauty positioning.
During the editorial shoot, I was on set to lead content creation specifically tailored for Instagram and TikTok. I created and executed a social-first shot list, capturing a mix of behind-the-scenes moments, educational product highlights, and scroll-stopping visuals designed to drive buzz and engagement around the launch.
Free People Movement
I consulted on and supported the social media strategy rollout for Free People Movement’s limited-edition detergent launch. This campaign centered around connecting wellness-driven lifestyle content with product innovation, tailored for Free People’s active and community-focused audience.
In addition to developing the social strategy, I led on-site content capture during the editorial shoot. I built a social first shot list to guide day-of execution and worked closely with the creative director and Free People content team to ensure we captured dynamic, behind-the-scenes moments, educational product storytelling, and creator-friendly formats designed for Instagram and TikTok.
DedCool Fragrance
I led the go-to-market strategy for DedCool’s Mochi Milk launch, spearheading the organic social and influencer seeding campaign to drive awareness and engagement. A key focus of this campaign was highlighting Mochi Milk’s exclusive launch in the Sephora App and Sephora stores, positioning DedCool as a growing force in the fragrance space. I developed a strategic content plan featuring behind-the-scenes reels, macro texture videos, and lifestyle imagery that showcased the product’s eco-conscious formulation while reinforcing DedCool’s aspirational yet relatable brand identity.
Beyond the launch, I worked closely with DedCool to revamp their social media presence, implementing a refreshed strategy that aligned with their innovative brand vision. I developed a new content framework, optimized content cadence, and curated a dynamic asset mix to better engage their audience across Instagram and TikTok.
DEINDE: What’s Next in Skin
Over the past 2.5 years, I’ve had the opportunity to partner with DEINDE, playing a pivotal role in building the brand from the ground up as the Head of Social and Influencer Marketing. Since launching DEINDE's Instagram in January 2024, I’ve grown the following to nearly 10K and helped establish DEINDE Skincare as a leader in clinical skincare through a tailored social and influencer strategy.
I’ve overseen all aspects of social media content creation and community engagement, driving $169K in earned media value (EMV) in the brand’s first quarter and 2.6M social impressions in its first year. My role includes managing paid and gifted influencer partnerships, analyzing social media performance metrics, and overseeing budget allocation. Additionally, I’ve collaborated with PR agencies and led creative launch shoots, contributing to increased brand loyalty and audience engagement.
LVMH: Benefit
I consulted on content strategy for LVMH beauty brands, with a specific focus on Benefit Cosmetics. My role involved conducting in-depth audits of their Instagram and Twitter (X) channels, analyzing content performance, audience engagement, and overall strategy. Through this process, I identified key bottlenecks and areas for improvement. I then provided detailed, actionable recommendations to optimize their content approach, enhance brand storytelling, and boost engagement, helping Benefit Cosmetics strengthen its social presence and better connect with its audience.
Amgen Biotech
I oversaw with Amgen’s social media and community strategy for their osteoporosis drug group, BoneMatters, offering lifestyle support for individuals using Amgen’s medication. My work involved developing and optimizing content, including drug and osteoporosis education, community engagement activities, and nutritious recipes, tailored to the community’s needs. The primary channels for this campaign were Facebook (Meta) and YouTube, where we actively engaged the audience and ran dark ads. Additionally, I worked cross functionally for the legal review process for social content to ensure compliance and accuracy in all messaging.