serenity kids
I was hired at Serenity Kids, a start-up baby food company, as the first content marketing and consumer engagement hire under the VP of Marketing. I built the brand voice, tone, and aesthetic. I oversaw all photoshoots and copywriting, organic social media strategy and execution, managed a team of blog writers, led the email marketing strategy, and worked directly with the CEO/Co-Founders on content. Within six months, I was promoted to Head of Content & Creative and oversaw 9 SKU launches across cross-functional channels.
Project Evergreen
The ask: Create a collection of still photography & stop-motions that spotlight what we sell (nutrient-dense baby food, grain-free puffs toddler snacks, and A2 formula) in our brand aesthetic; include a variety of portrait & lifestyle landscapes both in-studio and through UGC (on a teeny tiny budget of $4k/month).
The result: Built SK’s Instagram page from 20k to 100k in less than one year and built a content asset bank of over 200 photos to be used across social media, blog, email, Amazon, web, landing pages, and PDPs. Created and built the program & their briefs to garter usable UGC. Increased impressions on IG by 114% and hit 35M impressions (with no paid support and pre-TikTok era) in less than one year. Increased engagements by 82%, profile actions up 46%, net follower growth +60%. Increased overall followings across Meta, LI, TikTok, and Pinterest (where CTR grew 2% in three months). .
A2 FORMULA LAUNCH
The ask: Build out a new product launch across multiple channels and work with cross-functional partners to hit revenue goals.
The result: Led the launch of the A2 formula across organic social channels, paid social (Meta), email marketing, blog, and wrote all the campaign copy for social, web, PDPs, Amazon, blog, and emails— and led the photo & video briefs and sets. Sold out product and insanely high engagement, impressions, and conversions across all platforms and channels.
PRODUCT RECIPES
The ask: Create, photograph, film, and write blogs for product recipes to increase conversions and overall company revenue.
The result: Wrote over 50 blog posts and exceeded our sales and revenue benchmarks YoY. Content created for various channels (Pinterest, IG, FB, TikTok) and significantly exceed video view, engagements, reach, and impressions KPIs.
TIKTOK STRATEGY
The ask: Be one of the first baby food brands on TikTok; create and execute a brand TikTok strategy.
The result: Exceeded our video view goals within six months; grew channel from 0 to 20k in less than one year with over 100k video views (with NO BUDGET!) Scrappy teamwork truly made all the difference—founders wanted to be spotlighted often, which helped build authenticity and trust with consumers, which led to sales driven from TikToks; because of earned success, I was able to scale our department and hire a dedicated Social Media Manager.
Email Marketing Revamp
The ask: Build out the entire brand email marketing strategy and funnels to increase sales and clicks to site.
The result: Significantly grew email list to over 30k in less than six months, then to 60k in less than one year. Grew average order value by $10 in three months. Increased click through rate from .65% to 4.4%. Hit over 4M visits to site from email campaigns. Hit 100k page views on the blog in three months and significantly grew the blog’s page values to drive sales and hit revenue goals. Hired a dedicated graphic designer for email campaigns & an external agency for new email funnels due to continued success.