Levi Strauss & Co.
As the account lead for LS&Co. during my five years at AMP Agency, I oversaw large-scale digital marketing initiatives for DENIZEN from Levi’s and Signature by Levi Strauss & Co. My responsibilities spanned social strategy and content development, paid media strategy and execution, influencer strategy and execution, and brand positioning. Under my leadership, the brands achieved the following results:
Shifted DENIZEN’s social audience toward a younger, more male-focused demographic, with 36% identifying as male by 2019 (up from 12% in 2016)
Grew organic social followers by +335%
Increased user-generated content volume by +231%
Positioned paid social as the brands’ primary driver of marketing-driven sales
Content Strategy and Development
I supported LS&Co. with end-to-end content strategy and production from 2016 - 2021. Above are LS&Co.’s 2019 fall campaign launch videos, with brand positioning and on-screen copy authored by me. Below are a few snapshots of the brands’ social influencer campaigns over the years, which I directly managed – from budgeting and planning to creative execution.
Brand Positioning
When Levi Strauss & Co. wanted to expand the marketshare of their value denim brands without cannibalizing their own audiences, I worked cross-functionally to conduct extensive consumer research around the brands’ target demographics while searching for a white space in the marketplace. From there, I spearheaded the development of consumer personas to shape each brands’ distinctive narrative on social and developed content plans to support growth targets.
