Allure Beauty Box
I lead content strategy for Allure Beauty Box, driving significant e-commerce revenue through best-in-class social and editorial. A few highlights include:
Built the content department from the ground up, expanding the team threefold due to revenue impact of social and influencer efforts.
Launched the brand’s organic social presence, fostering a community of 1M+ followers with engagement rates 2.7x above competitor benchmarks.
Directed a paid social creative strategy overhaul that delivered +19% revenue and +43% YoY ROAS.
Piloted the company’s first TikTok One UGC program, reducing platform-specific content production costs by up to 90%.
Oversees content strategy, budgets, planning, resourcing, and production; directs up to 30 shoots annually, ensuring a cohesive vision from concept through execution.
Styling & Production
As part of managing Condé Nast’s subscription box content department, I oversee 30+ shoots annually, driving a cohesive and on-brand vision from concept through execution. Responsibilities span budget and resource management, moodboarding, end-to-end production, styling, and post-production, ensuring content is optimized for maximum impact across diverse channels with varying visual and technical needs.
Content Creators / Influencers
I maintain strong relationships with 100+ talent agencies and digital creators, collaborating regularly to source, brief, produce, and deploy winning creative that’s equal parts authentic, on-brand, and diversity-forward. This content drives revenue and engagement across an array of full-funnel marketing channels.
Paid Media
In this role, I oversee the strategy, production, and optimization of engagement and conversion-driving creative across organic and paid channels (Meta, TikTok, Google, YouTube, and more). On average, 75+ video and static assets are developed monthly under my leadership.
Brand Collaborations
From storyboarding to production, I routinely partner with high-profile brands and celebrities to create scroll-stopping content for key revenue and engagement-driving channels.
