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Strategy is one of my greatest strengths as a creator and as a thinker. I excel at taking disparate pieces of information and crafting them into a cohesive whole. Seeing digital campaigns come to life from conception to final product is the most fulfilling work that I do.
At Victoria’s Secret, I was able to take the lead on content strategy for a number of brand campaigns. My biggest win was the direction for the fall 2017 iteration of the #TrainLikeAnAngel campaign. I led content strategy across social, app, and website for Train Like an Angel events, which consisted of live workouts featuring the Victoria’s Secret Angels and famous NYC trainers.
In my time at Bonobos, I brainstormed, concepted, and executed social-led campaigns. For example, #StretchYourWeekday was a day-of-the-week laydown series, giving our customers inspiration to stretch their weekday to the fullest in the Stretch Weekday Warrior pant. #BestOfBonobos was a resolution-inspired campaign featuring some of our most incredible user generated content paired with pithy, inspirational copy.
While at Vaynermedia, I served as the community manager on Dove and was able to be the boots on the ground for some amazing body positivity work. One of my favorites was #LoveYourHair, a campaign that asked women to share their hair confidence on social media. I tracked and curated the user generated content for this campaign, and delivered recommendations to the creative team to leverage as options for the campaign creative. I also engaged with thousands of inspirational #LoveYourHair posts in the community. I worked in a similar capacity on #SpeakBeautiful and #MyBeautyMySay.
#TrainLikeAnAngel | Victoria's Secret
Clockwise from left: Lais Ribeiro; Stella Maxwell with trainer Beth Cooke; Alessandra Ambrosio; Adriana Lima with trainer Dara Hart. All shot by Jason McDonald. Art Direction by me.
#EverydayAngel | Victoria's Secret
Clockwise from top left: Sara Sampaio shot by Andrew Day. Candice Swanepoel shot by Phil Oh. Lais Ribeiro shot by Jason McDonald. Martha Hunt shot by Phil Oh. Art direction by me.
#StretchYourWeekday | Bonobos
Photo by James Reddington for Bonobos. Concept, copy, and prop styling by me.
#BestOfBonobos | Bonobos
Photo by @ps_toast on Instagram. Copy and concept by me.
#LoveYourHair | Dove
Concept & Creative by VaynerMedia. Audience engagement and UGC management by me.