CONTENT STRATEGY
One of my first initiatives for Marion Parke was to evolve the Instagram content away from a campaign saturated feed toward a feed that fit within the social landscape. My goal was to create a feed that reflected our audience’s aspirational lifestyle while encouraging deeper engagement with the brand. To achieve this look I started integrating iPhone content, artful product photography, UGC, behind the scenes content, and mood board imagery.
The result was a visually cohesive feed that told a stronger story and personified the brand. This shift helped grow our social community by 27% while increasing engagement and reach. Alongside the content evolution, I created a social playbook that focused on content consistency, brand identity, and alignment with other marketing channels.
FOUNDER FOCUS
Another major initiative was to establish Marion, the founder, as the face of the brand on social media. Marion’s expertise as a former podiatrist was a key differentiator for the brand, and it was important her expertise and perspective were communicated on our social channels. I worked closely with Marion to create consistent content that felt authentic, personal, and aligned with the brand’s luxury positioning.
The result was a highly engaged audience response and a new content category that consistently outperformed all other categories. Featuring Marion in this format strengthened trust with the audience and created a deeper connection to the brand. The new content category included educational videos, advice, and an inside look at each collection.
INFLUENCERS & AFFILIATES
I built our influencer and affiliate program from scratch, managing selection, outreach, relationship management, and performance analysis. It was essential to discover creators that aligned with the brand aesthetic and had real influence within their audience niches to maximize the budget of an emerging luxury brand. Through testing and performance analysis, I developed a strategic approach to creator selection that prioritized brand fit, content quality, and audience alignment. I gained proficiency in using the Shopmy platform to efficiently manage our program.
The result was a program of more than 200 creators and partners that generated a 2.4x return on investment while also improving paid media efficiency in a measurable halo effect.
