Levi Strauss & Co.

As the social strategy lead for LS&Co.’s value denim brands from 2016-2021, I oversaw large-scale digital initiatives for Signature by Levi Strauss & Co. and DENIZEN from Levi’s. This work spanned industry research and brand positioning, social strategy and content development, paid media strategy and execution, and influencer strategy and execution. A few highlights include:

• Grew organic social followers by +335%.

• Increased user-generated content volume by +231%.

• Shifted DENIZEN’s social audience toward a younger, more male-focused demographic, with 36% identifying as male by 2019 (up from 12% in 2016), per client objectives.

• Positioned paid social as the brands’ primary driver of marketing-attributed sales through cutting-edge creative and audience targeting.

• Oversaw the brand’s 2019 fall campaign launch videos, spearheading brand positioning, copy, and post-production.

• Worked cross-functionally to conduct extensive consumer research around the brands’ target demographics and white space within the marketplace; spearheaded the development of consumer personas to shape each brands’ distinctive narrative on social and developed content plans to support growth targets.

Social Influencer Campaigns