In my role as content marketing strategist at Careerlist, a digital network that connects top sales and marketing talent to leaders at top companies, I am responsible for all social media and video content on our members-only platform. During the initial stages of our product, I also started the Careerlist blog writing opinion pieces about hiring in the marketing world and also reading recommendations for marketers. The blog is on hold due to a shift in our product and marketing strategy but I am currently focused on building out in-platform content that supports our sales and growth functions.
To ensure our messaging is clearly communicated and identity is consistent across all our marketing assets, I was tasked with owning the marketing copy on our homepage, working closely with our UX designer to make sure our messaging and visuals complement each other. My other brand-related responsibilities include creating our internal brand book, designing presentation templates, and copy-editing client sales pitches.
Aside from shooting and editing the video content, I'm tasked with gleaning the right information from both talent and leaders. Whether that means coaching them through their interview or tailoring interview questions to fit their background, I make sure that both leaders and talent are able to use the videos to promote their personal brand on our platform. Teaser videos that I created from our leader interviews to promote the leaders/companies on our platform resulted in a 4x increase in impressions on our LinkedIn page. I also grew our Instagram's followership by over 300% within 3 months through content creation and acquiring users from a paid advertising campaign (videos) that I created and launched across Instagram and Facebook.
During summer 2016, I worked as a social media intern for Sir Kensington's, a small, all-natural condiment startup. I ran their Instagram, Twitter and Pinterest pages, where I grew the brand's followership by 10% within 2 months through social media copywriting and creating original content. Additionally, I also created email campaigns for and managed the Kensington Collective, a group of influencers totaling 300k+ followers that collaborated with the brand on the launch of Fabanaise, their vegan mayonnaise.
My teammates and I prepared a communications plan for Bourdain Market as the final project for our public relations class. Bourdain Market is Anthony Bourdain's street food market in Chelsea's Pier 57, which will bring street food vendors from all around the world to NYC for an authentic, no frills dining experience.
The market was slated to open in 2017 but has been pushed back to 2019 with no confirmed opening date. Our goal was to maintain and increase interest in the market while it is still under construction and working out visa issues for overseas vendors.
Together, we outlined a 12-month communications strategy that included digital activations and events in various NYC restaurants that have been confirmed as official vendors of the market. We also prepared a press release detailing the city-wide restaurant activation events.
Through a series of pop up menus with established New York City restaurants and a press tasting/panel that will take place throughout the year, Bourdain market will gain increased consumer and media interest leading up to its opening, and help Anthony Bourdain transform New York City into the forefront of international street food culture.
Generate enthusiasm among the public leading up to the market's grand opening
Build a reputation for Bourdain market as a unique international street food market with authentic and under the radar regional dishes that are only available at the market
Position the market as a place that recognizes talented chefs from all over the world, where customers will be educated on the preparation and practices behind the cuisines’ origins, which may seem “unconventional” to Americans
Click here to read the full communications plan and the press release.
I prepared a press release for Central Saint Martins jewelry design graduate Joanne Tan for her graduate collection, Not Your Average Beauty, which was featured in a number of international publications like Carton Magazine, Satellite Journal, Vogue Paris, Spearr, Collateral, Ignant, Based Istanbul, Not Just a Label, Zeutch, and The Fashion Atlas.
Click here to read the press release.
My teammates and I prepared a full marketing plan for luxury headphone brand Master & Dynamic on a $1M budget that included digital and outreach activities aiming to increase the brand's presence on the west coast.
View the full marketing plan deck here.