Overview: Fenty Beauty broke through to the Gen Z audience by developing viral TikTok-specific content to increase brand awareness as one of the first major brands on the platform.

Responsibilities: Conducted competitive analysis of major brands on TikTok, created an everchanging strategy on posting and content schedule, tested different types of content based on platform trends, and shot content specifically meant for and natively within the TikTok app for optimized results.

Results: Grew following organically from 142k to 480k followers, with several videos going viral on the "For You" page.

Samples of work: 1 (produced and shot) 2 (produced and wrote copy) 3 (produced, wrote copy) 4 (modeled, shot, edited, wrote copy) 5 (shot, edited, wrote copy)

Press: “Is TikTok the Next Big Beauty Space?”, W Magazine | "9 Brands Killing it on Tiktok: What's Working When It Comes to TikTok Marketing" ITP Live | "Late to TikTok? How to Get Your Brand on Track" PR Weekly | "What Is TikTok & How Does It Affect Your Social Media Strategy?" Three Girls Media

Overview: Twitter is where Fenty's unique brand voice shined. I helped support this by writing tweets and staying up to date on trends and memes to keep our name and products a topic in the Twitter streets.

Responsibilities: Fully owned and managed both Fenty Beauty and Fenty Skin's accounts garnering over 175M combined impressions, created on-brand tweets specific for Twitter's unique audience and managed content calendars and all Twitter campaign strategies.

Samples of work: 1, 2, 3, 4, 5, 6, 7

Awards: Fenty Skin Virtual Launch Party, The Webby Awards (supported by live tweeting the launch and owning community management on Fenty Skin's Twitter)

Overview: When launching new products and campaigns at Fenty Beauty, we utilized a mix of product and model photos and videos to promote and support launches and meet quarterly goals.

Responsibilities: Fully owned and managed the Fenty Beauty Instagram content calendar, drafted all copy for > 40 posts each week, scouted for on-brand UGC to share, and helped ideate platform strategy to support product launches.

Samples of work: 1, 2, 3, 4, 5

Awards: People's Voice Winner, Fenty Beauty Social, Webby Awards | Shots & Swatches with Rihanna, Webby Awards (worked on launch strategy, copywriting, influencer marketing, publishing and social promotion)

Overview: Facebook's Latin Community Programs workstream had an event in Brooklyn, NY in celebration of Latinx and Hispanic Heritage Month and their Pa Mi Gente campaign. The goal was to take community management "IRL" and capture content while gathering insights into the community's response to the event and the campaign.

Responsibilities: Owned content capture and posting for the Pa Mi Gente Instagram Stories, developed capture list, and edited content natively in the Instagram app.

Overview: Instagram Stories at Fenty Beauty included a mix of product education, tutorials, launch announcements and funny, engaging content that went futher than our in-feed content.

Responsibilities: Owned all strategy, content creation, and posting for daily Instagram Stories, developed content calendar, owned strategy ideation for all campaign launches, created storyboards and edited content in Adobe Photoshop and Premiere Pro, Unfold, and natively in the Instagram app.