Social Media MARKETING
A BIG TINY HOME
The Home Depot partnered with an influencer to build a fully functioning tiny home out of a shipping container, using only materials and products from The Home Depot. I served as the creative lead on the project, driving the paid social creative strategy, while also ensure connection points across influencer channels, organic social media, and site.
Making A home
I have served as the social media creative lead for nearly three years for The Home Depot’s online decor business, driving the concept and production of hundreds of assets supporting categories such as textiles, wall art, tabletop and small appliances.
The work consistently performs above benchmark across all levels of the marketing funnel, and drives best practices within our social brand standards.
A Powerful creative challenge
The Glacier Bay Power Flush toilet is one of the most innovative on the market, with a large trapway and - well, powerful flush. Needless to say, in developing this social media campaign we wanted to pay tribute to the technology in a way that was clear, but tasteful. It worked; the campaign led to a huge lift in traffic and 500% increase in sales.
Content at the world's largest fashion event
As an employee of Victoria's Secret, I managed the content strategy and execution for the brand's Fashion Show event in November 2017, including highlighting the brand’s first-ever collaboration, with Balmain.
This included on-site cross-channel content capture, team management, consulting with photographers, and more — resulting in top engagement and sales across social platforms and inclusion in multiple channels.
LAUNCHING THE KEVIN LOVE PARTNERSHIP
I managed the content strategy and execution for the launch of Kevin Love as Banana Republic's first style ambassador, driving top content engagement for the brand's social channels.
Selling More Appliances
I managed social creative for appliances at The Home Depot for nearly three years, including for seven key sales periods, including Black Friday.
The creative is also a ket part of our test and learn strategy, where we analyze performance to adjust creative, and our brand standards, accordingly. The program continues to produce higher than benchmark ROAS results, and has largely influenced the brand’s lower-funnel campaigns for social creative.
See Now, Buy now at NYFW
I created blog and social media content for three Banana Republic New York Fashion Week presentations, including building the content strategy and social media execution for the first "See Now, Buy Now" collection in February 2016.
Setting up a secret shop
I concepted and helped develop a social media Victoria's Secret Pop-Up — a private Instagram account with exclusive content and sales — that drove rapid community acquisition (55,000+ followers) and sales within three weeks' time. I served as part of a full team, helping to plan posts, adjust strategy and manage the social agency executing the project.
BUILDING A FRANCHISE FOR A START-UP
As the blog editor for Eventbrite, I managed the B2B content strategy, implementation and execution for the business. This included developing multiple content franchises that drove site traffic, sign-ups and brand awareness — including a write-up in Mashable as a "tech company that gets content marketing right."
Corporate marketing
At Gap Inc., I served as part of a team that built a values marketing platform that generated positive media coverage, increased job applications by 24 percent. Oh, and resulted in one Presidential visit.
Read more at Forbes and the Washington Post.
Number 1 post
When the state of Indiana introduced a bill that would allow businesses to discriminate against LGBTQ people, I led a content strategy for blog and social media that condemned the move on behalf of Gap Inc. and Levi Strauss Co.
The content resulted in positive media coverage from major outlets, and the most engaged Instagram content of all time, to that date, for Gap Inc. and Gap brand
equality campaign gets recognition
I managed and developed content campaigns for Gap Inc. and its brands centered on LGBTQ Pride, which, according to AdAge, gave the company "permission to speak up about [moments such as Caitlyn Jenner's coming out] ... because it has a history of supporting lesbian, gay, bisexual and transgender issues."
Presidential engagement
I served as the social media lead for Gap Inc's campaign to increase the minimum wage for hourly U.S. employees.
The campaign launch led to engagement with major influencers, including the Obama White House on Twitter.
See more in multi-channel content campaigns.
advocating for clean water
For a campaign during Women's History Month at Gap Inc., I helped manage a content strategy focused on investing in clean water access for women in developing countries, garnering positive social media buzz and the attention of large non-profits.