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.