Social Media Marketing

I believe social media should be treated as an extension of a brand, not just a gallery of polished images.
Every piece of content should be intentional, speak directly to the target audience, and support the brand's overall marketing goals. Great creative begins with understanding the people you're creating it for.

Different social media platforms require different strategies. While it's important to stay on top of trends, what's even more important is creating content that stays consistent with the brand's voice, quality, and speaks to the right audience.
I believe a brand's social media should feel like walking into a well-designed store. Everything should be organized, welcoming, and consistent with the brand. Beyond creating content, I focus on planning strategies, managing the brand's online presence, engaging with the audience, and turning followers into loyal customers.
Every campaign should have a clear purpose and support the brand's goals. Whether it's email marketing, a new product launch, or a seasonal holiday campaign, I focus on creating cohesive marketing strategies that keep messaging consistent, engage the right audience, and drive meaningful results throughout the year.
Creator outreach is about more than just sending emails. I take the time to understand each creator, their audience, and the influence they have. I want every creator to feel trusted, valued, and included in the partnership, while making sure the collaboration stays authentic to both their content and the brand's voice.

Smirly

Case Study

Smirly is a home and kitchen brand specializing in charcuterie boards, kitchen organization, and cookware. The brand is the #1 Amazon seller in the charcuterie board category.

Industry

E-commerce | Home & Kitchen

The Challenge

Social content relied heavily on product-focused videos that felt like advertisements, resulting in low reach and engagement.

Content pillars lacked relevance to current social media trends and audience interests.

The brand struggled to build authentic connections with audiences on TikTok and Instagram.

My Strategy

Instead of relying primarily on a third-party agency, I shifted the content strategy to work directly with creators whose lifestyles naturally aligned with the brand. I partnered with home cooks, hosts, and food enthusiasts who genuinely enjoyed using the products, allowing us to create authentic, educational, and entertaining content.

I also redefined the content pillars to focus on relatable moments, seasonal hosting, recipes, and lifestyle storytelling rather than traditional product promotion.

Here's What I Did

Instead of relying primarily on a third-party agency, I transitioned the brand to work directly with creators whose lifestyles naturally aligned with our audience and brand voice.

01. Shifted the Creator Strategy

I partnered with home cooks, hosts, and food enthusiasts who genuinely loved the products, creating content that felt authentic, educational, and entertaining rather than promotional.

02. Built Authentic Partnerships

I restructured the content strategy around relatable lifestyle moments, seasonal hosting, recipes, and entertaining, shifting away from traditional product-focused content to better resonate with social audiences.

03. Redefined the Content Pillars

Holiday Campaign

During the holiday season, Smirly experiences its highest traffic and sales. To maximize brand awareness and reach new audiences, we partnered with complementary brands that shared a similar target audience, including candle brands, pet accessory companies, and healthy snack brands, to host a collaborative giveaway campaign.