In 2023, I had the opportunity to accelerate my career in Social Media & Influencer Marketing while working with the renowned skincare brand, Obagi Medical. This experience has significantly enhanced my expertise within the marketing, pr, and influencer fields.
Currently, I serve as the sole strategist and social organic lead, responsible for developing and executing comprehensive social strategies that align with key business objectives. My role encompasses monitoring social data and analytics, planning and executing month-long campaigns, curating and scheduling content across all social media platforms, and providing insights on channel performance and community engagement. Additionally, I offer trend analysis, track competitor activities, ideate brand partnerships, and manage community interactions.
As a content creator and copywriter, I produce both educational and engaging content, ensuring it resonates with audiences across all platforms. My skill set and creativity expanded to incorporate UGC and influencer management via Cohley to amplify brand awareness and drive audience engagement.
To learn more about proven channel growth, read here
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As Video Editor and Manager, I played a crucial role in creating viral content that resonated with audiences and effectively showcased our products. My responsibilities spanned across a variety of areas, all aimed at ensuring that every video met brand standards while delivering engaging, educational content
To learn more, click here
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At my current job, I have taken on a multifaceted role encompassing content creation, social media strategy, copywriting, campaign development, data analysis, and community engagement. In this capacity, I have successfully contributed to increasing brand awareness, driving higher engagement rates, expanding follower growth, and enhancing overall audience reach.
My work is prominently featured on Obagi’s Instagram and Facebook.
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I have played a key role in building and growing Obagi's TikTok presence from the ground up, contributing to a significant increase in follower engagement. To scale content production, I manage a diverse team of UGC creators and influencers, overseeing various campaigns aligned with the brand's monthly skincare focus.
In this role, I serve as a content creator, strategist, data analyst, social media manager, coordinator, and brand ambassador, ensuring a cohesive and impactful brand presence across digital platforms.
My work and likeness can be seen on their TikTok
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In managing LinkedIn, I leverage my journalism background to effectively communicate key updates and milestones. This includes sharing brand announcements, awards, product launches, influencer partnerships, media mentions, and other significant developments. I am responsible for ensuring our professional channel remains current and reflects all notable moments for Obagi.
My work can be seen in the link below
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My work can be seen on their account in the link below:
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Working with YouTube has been an ongoing and rewarding learning experience. I have had the opportunity to collaborate closely with paid social media teams to enhance video impressions and engagement. To explore further, please click the link below.
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My role in Social Media Marketing has provided me with the opportunity to refine my expertise across the following platforms:
Meltwater
Sprinklr
Cohley
Tribe
Nectar AI
Canva
Brandwatch
Hootsuite
Talkwalker
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I have had the opportunity to contribute to more than ten product launches, leading the development and execution of social media strategy and managing Cohley influencer partnerships in support of each initiative. In these roles, I oversaw content planning, creator collaboration, and cross-functional alignment to ensure cohesive messaging and strong campaign performance across channels.
To learn more about these launches and view selected work, please click here.
Campaigns & Launches
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HydrateYourWay - Product Launch Campaign
The #HydrateYourWay campaign was launched to promote the launch of Obagi Hydrate Light® Weightless Gel Cream. This product was added to the Obagi Hydrate® collection. To promote the three distinct moisturizers, the social media campaign focused on guiding consumers in selecting the product best suited to their specific skin care needs. For this launch, I played a key role in developing, executing, and creating the organic social campaign.
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Under Eye Hero - Product Launch
Daily Hydro-Drops® Rejuvenating Eye Gel Cream is one of the latest product launch at Obagi Medical. To drive awareness, I collaborated with our Influencer Associate to expand the #UndereyeHero campaign. We each worked with our respective groups of influencers to secure paid partnership posts promoting the product. Additionally, I created all social posts in partnership with our graphic design team, to help bring the launch to life.
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Unlocking Healthy Skin
For Vitamin C Month, Obagi Medical launched a campaign to promote the three essential products everyone should include in their skincare routine. Within just two weeks of joining the brand, I established the visual aesthetic that would guide all associated channels, including email, website, paid social, and organic social media.
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SPF All Day & Double Defense
The most recent campaign I led for Obagi Medical was #SPFallDay, aimed at encouraging our followers and customers to remain diligent about applying and reapplying sunscreen throughout the day. The #DoubleDefense initiative emphasized the importance of combining sunscreen with Vitamin C to provide comprehensive daily protection against both sun damage and environmental aggressors. The campaign's central message, "Defend your skin, now and for the future," underscored this dual approach to skin protection. To further amplify the campaign's reach, I collaborated with 19 influencers who shared paid partnership videos to help extend our message.
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Acne Awareness Month - Beyond The Breakout
This campaign was designed not only to educate audiences about acne and its treatment with the CLENZIderm® M.D. product line, but also to raise awareness about how to effectively fade the marks acne can leave behind.
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Esthetic Advisory Board - Launch
Obagi Medical launched a new advisory board made up of five esthetic experts to help guide the Obagi Team and provide a first hand perspective on industry trends.
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Glamour Readers' Choice Best Vitamin C Serum
One of the thrilling parts of working for a brand is helping to promote nominations the products receive. For this Glamour nomination, I led PR communications, graphic design, copywriting, and promotional efforts across our social media channels.
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ELASTIDERM® New Product Launch
I was responsible for developing the social strategy to support the launch of two products designed to lift, sculpt, and reduce the appearance of fine lines and wrinkles. For this launch, I as well took on graphic design responsibilities to create three teasers.
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12 Days of Gifting
The purpose of a "12 Days of Gifting" campaign on Obagi’s Instagram is to harness the holiday season's energy for engagement, sales, and brand-building. It creates excitement, provide value to followers, and deepen the connection between the brand and its audience, all while driving key metrics like sales, follower growth, and content interaction.
