Influencer, Social & PR Strategy
With extensive in-house experience leading the full-funnel marketing communications strategy at Beauty Industry Group, Cynosure, and Peter Thomas Roth, I have successfully grown social media, PR and influencer teams, developed comprehensive marketing communications strategies from the ground up, and helped brands achieve significant and sustained year-over-year growth on social platforms. Additionally, I have consulted for well-known brands such as Mentos and SkinCeuticals, where I designed and executed large-scale influencer campaigns that delivered strong engagement and measurable results.
Working in partnership with Mentos’ marketing agency, I sourced and cast 15 creators for a 360 degree campaign which launched across social platforms as well as in a commercial starring The Gregory Brothers’ to remind consumers that ‘Mentos are for chewing.’
At aesthetics device company Cynosure, I created integrated and strategic global communications campaigns to help tell the Cynosure story across all digital platforms and touchpoints focusing on the provider journey to convert sales.
By creating a partnership with Dr. Ghavami, the brand was able to benefit from multiple posts from Kim Kardashian touting the PicoSure device. Additionally, to raise brand-awareness for both consumers and gain buy-in from HCPs, I cast celebrity influencers such as Chrishell Stause and a wide-range of beauty influencers such as Nam Vo to bring heightened consumer awareness, resulting in 6M impressions, 2,543 clicks and 4.5M reach.
+382%
Organic Reach YOY
+219%
Impressions YOY
At Peter Thomas Roth, I overhauled the digital presence to drive sales for the gen Z audience, working closely with Sephora to do so – creating the brand's first influencer collaborations and video strategies.
By focusing on goop shots, leaning in to audience trends, and working with a large amount of beauty influencers with high engagement rates our weekly follower growth rate was 1.28%, beating the competitor average of .70% WoW.
70K to 192K
Follower Growth Increase*in first year
143%
Organic Reach Increase