Featured 9-5 Professional Projects

[Rebrand] Carissa Moore + Tokyo Olympics
Skin in the Game w/ Carissa Moore & Venus

Challenge: Share Carissa’s genuine relatability to the Venus re-brand so that non-surfers can relate to her accomplishments and personality at the height of her relevancy winning gold during the Tokyo Olympics

Strategy: Engage Carissa in social production that asks her to be herself as she introduces herself to a new audience on social with only remote social shoot (COVID)

Result: Asset library available for cutdowns and on-demand social posts and promotional materials to narrate the Carissa & Gillette Venus partnership during the prolonged 2020 Olympic games postponement

#Content Production #Storytelling #Strategy #CreativeDirection

[Product/Service Dev] Commercialize Influencer Offering
Commercialize the influencer marketing offering for MMC/RXMosaic

Challenge:  Formalize the approach for easier sales education and to differentiate the offering in the industry and for consumer vs. healthcare practices to demonstrate nuance & regulatory needs

Strategy:  Based on audience-first approach, this solution templatized the approach and steps for influencer team & leadership to discuss discovery, strategy, talent selection, etc. end-to-end inclusive of HCPiD that demonstrated KOL assessment for industry leaders & patient communities

Result:  Turn-key approach to strategy development and shared language, education for the organization to build campaigns with cross-functional expertise and rigor

#Productization #Operations #StrategicPlanning #Leadership

[New Service Offering] Studio V / Content Studio
Creative Production at the Speed of Social Culture

Challenge: Operationalize a creative studio that had been sold into a top agency client and would sit interdepartmental between Digital & Creative teams that could develop a variety of high-fi assets on a reduced budget with little leadership oversight

Strategy: Tap emerging talent for their first shot at tackling creative problems and content development. Coach them through the ambiguity and answer to tension with leadership about vision

Result: Admiration of the client, 5+ photoshoots, operational leadership & oversight process for account & financial teams, O&O social content created iteratively for ~2.5 years

#CreativeStrategy #Production #AccountManagement #ClientServices #Operationalization #ProjectManagement #Commercialization #DigitalStrategy #Creator #Influencers

[Data Analytics] Benchmark Influencer Campaigns
Develop a reputable methodology for measuring social campaign ROI

Challenge: Without ANY data reporting solutions we needed a way to predict and iterate on our influencer & social campaigns to make strategic decisions for client ROI

In 2024, it’s hard to believe we had run campaigns without this information, but it was the first of its kind for the company & our clients in an emergent space

Strategy: Collect a large sample of engagement on social posts across social platforms. Once collected, in collaboration with our analytics team, we standardized reporting metrics. With this standardization, we built an internal reporting process for transparency in the identification and recruitment campaign stages. Now we could provide predictive campaign forecasts based on audience, verticals, and demographics

Result: With benchmarks established, our reporting was more transparent and in real-time. Iterations included Tableau for visualizations and more advanced query options for the internal team

#Tableau #Analytics #Data #ProductDevelopment #CrossTeamCollaboration #DataVisualization #CampaignReporting

[Growth Marketing] Attract to Crowdtapper Member Base
Use Socialstar Influencers audiences to sign-up for the Crowdtap Platform

Challenge: Grow our member base to fulfill key customer segmentations for strategic partners without an approved budget for steep customer acquisition costs

Strategy: Leverage the creativity of the most engaged influencers and invite their audiences to participate on the platform. This multifaceted approach included a user research phase, an ideation phase, wireframes, and a simplified build to simplify our onboarding flow for new members

Result: Diversification in activations and improved self-reported user satisfaction. Learnings included what participants were willing to be asked to do, what types of tasks worked best with differing audiences and demographics for an improved user experience

#Looker #ProductDevelopment #GrowthMarketing #UX #UserResearch #Ideation #Wireframes #Optimizely

[Email Marketing] Reduce Member Churn
Incentivize members to return to the platform with product samples

Challenge: Churn was exponentially increasing and member engagement was slipping. We needed to reduce churn and improve the quality of member satisfaction in client sampling programs

Strategy: Standardized the transparency of sampling requirements across internal teams. With criteria identified, teammates recruited segmented members to avoid fatigue. Led the UX team to revamp our email strategy including copy, CTAs, and imagery, and targeted based on multi-faceted segmentations. Track email opens, returns to the site, and campaign sign-ups for iterative sprints & optimizations

Result: Reduced member churn by 30% month-over-month and decreased member fatigue by segmenting similar product lines to different audiences (i.e. competing shampoo products)

#Mailchimp #Vlookup #EmailMarketing #Optimizely