SCOPE: Kara was hired as the Director of Brand and Partnerships to build the foundation of the active skincare brand’s digital presence and establish valuable partnerships for the launch of the brand.

services + accomplishments 

• Directed brand and product marketing campaigns, inclusive of strategy, creative development, and 360 activations for blog, social, and site for 12 months.

• Led the creative and content direction for all of the digital marketing platforms inclusive of building and establishing a brand identity and persona in order to holistically execute on all owned channels.

• Led strategy and managed relationships with external agencies and creative teams resulting in over 100 pieces of content for social/web promotions, site, and social, elevating overall digital brand presence.

• Managed and forecasted budgets for marketing, content, creative, and influencer optimized to hit internal KPIs.

• Led creative direction for product sku shoots and video content, inclusive of styling and editing, as seen on the landing page.

• Led the creative direction and imagery/video selection for landing page, PDPs, and campaign briefs.

• Worked in collaboration with the website design team to curate the brand’s website content and layout inclusive of both copy and imagery.

• Contributed to product development inclusive of product design and naming of product skus.

• Established over 25 partnerships with creators, totaling a reach of over 10M.

SCOPE: Kara was hired to create over 60 pieces of content for 13 looks for the brand’s use in digital marketing campaigns for seasonal collections. Kara developed a mood board, selected the locations, used her own styling for the looks, and partnered with a local photographer to capture the shots. Kara edited the images and delivered over 130 images to the brand, which have been used for both organic and paid campaigns alike.

SCOPE: Kara hired full-time on the marketing team as the Director of Social Media Marketing to strengthen and re-structure the brand's online presence and holistic marketing strategy to improve engagement and traffic to site. Maximizes traffic, engagement, and growth potential with data-driven social media strategy across all social platforms for a combined audience of over 1.5 million

responsibilites + accomplishments 

• Restructured Instagram strategy based on data and has grown the account by 70% with an average engagement rate of 9% (increased by 6% MoM) and Instagram story completion rate of 98%. This was done by producing relevant compelling content and establishing consistent series and brand partnerships.

• Developed Instagram stories series called “Own It,” “Walk This Way Wednesday,” and “This or That” to drive audience to the site and potential to be sold to advertisers. “This or That” became the highest watched and #1 driver on the platform for B2C engagement and traffic to site.

• Ideated and launched new brand marketing and content initiatives from Instagram story series to takeovers, giveaways, and seasonal campaigns by planning a holistic strategic social media content calendar

• Oversaw all aspects of content creation across social channels working closely with design, creative, community, and brand partnerships teams using data to enhance brand story with the potential to be sold to advertisers based on data and results (such as previously mentioned story series).

• Delivered weekly reports on new trends and data, advising digital and content teams on changes to strategy, wins, and opportunity areas to reach brand KPIs

• Worked closely with the community manager and brand partnerships team on influencer and brand content campaign concepts for brand awareness and exposure

• Branded campaigns included: Etsy, LOFT, Google, Pinterest, and adidas