welcome to my digital playground
Come on in, look around, just don’t break anything.
influencer partnerships
My Role: content briefing | contract negotiation | content review + approval
objective
Reach a more targeted audience through authentic storytelling to drive engagement while demonstrating product use, pairing, and sun-safe skincare practices.
strategy
Targeted Creator Sourcing: Partnered with an agency to identify three creators whose lifestyles, audiences, and content aligned with the campaign’s target audience.
Authentic Content Framework: Gave creators flexibility to maintain content styles while aligning content with two strategic pillars: product application and safe tanning practices.
Data-Driven Audience Targeting: Applied learnings from the 2025 spring/summer campaign and leveraged audience targeting software to optimize content toward a brand-aligned audience, prioritizing engagement over impressions.
results
Intentionally reduced impressions by 67%, while voluntary audience actions drove 2,971% more clicks and an 8,667% increase in CTR from 2025.
paid social ads
My Role: campaign planning | content creation | agency communication | reporting
objective
Similarly to the influencer campaign, the goal was to drive more valuable action from paid social by increasing campaign clicks.
strategy
Data-Driven Audience Targeting: Refined targeting to reach a more precise audience, prioritizing user action over impressions.
Influencer Amplification: Repurposed high-performing influencer content as paid ads posted from the brand profile.
Strategic Content Promotion: Leveraged high-performing brand-led social content.
results
Refined targeting intentionally reduced impressions by 52% while generating 1,253% more clicks and a 2,930% increase in CTR from 2025, driving more voluntary action from a smaller audience.
organic social media
My social strategy is largely informed by the key goals of individual posts and campaigns. Who is the audience? Are we strengthening brand awareness, product adoption, sales? Those factors determine social platform, content type, and message style and vary from post to post.
Graphics photography | typography | layout | copywriting
UGC trend sourcing | content creation
editorial media
print editorial
My Role: creative direction | project management | copywriting
objective
Create awareness for new launches ahead of peak season.
strategy
Partnered with Cosmopolitan and Women’s Health to feature forecasted high-performing products.
results
Secured high-profile editorial placements to support seasonal product launches.
digital editorial
My Role: project management
objective
Build awareness for new launches ahead of peak season.
strategy
Shaped editorial concepts with Cosmopolitan and Women’s Health, supplying imagery and approving final content featuring brand storytelling, product education, and new launches.
results
5.3M impressions | 0.28% average CTR