Product Marketing Strategies and Campaigns
Below are examples of product marketing strategies and campaigns I developed. This section highlights my expertise in defining initiative objectives, identifying target audiences, and delivering results that drive business success and align with organizational goals.
Love You More Designs
Love You More Designs is a jewelry social enterprise based in my hometown, Danville, CA. It focuses on selling products crafted by women in Mexico, with a portion of the revenue being returned to the artisans who create them.
In 2023, Love You More Designs looked to expand beyond Bay-Area clientele and traditional brick-and-mortar operations by establishing a foothold in the e-commerce space. As the Marketing and Communications Intern, I revamped the brand’s digital marketing and social media strategies to address our target audiences of women of all ages. This revamp ultimately saw increased brand revenue, a geographic and age expansion in customers, and a 20% increase in social media engagement.
Unifying Text & Color
Solidifying brand aesthetics that could be used as anchors in every piece of messaging to create brand iconography.
In redesigning Love You More's Social Media and Digital Marketing strategy, I developed and led four strategic initiatives to address key pain points identified through data analysis and additional market research. These initiatives both improved overall brand health and played key roles in expanding the brand’s e-commerce business:
1. Refine the Brand Aesthetic: Establish a consistent color palette and typography across all content to create a cohesive and recognizable visual identity. This will strengthen the brand’s iconography and reinforce its core themes for consumers.
2. Broaden Clientele Demographics: Focus on segmenting audiences and developing tailored marketing strategies to reach new demographics. Improve the posting schedule to effectively engage different social media audiences and expand the brand’s reach beyond the Bay Area.
3. Enhance Brand Perception: Invest in high-quality photography and polished visuals to elevate the brand’s appearance. By aligning with industry standards and showcasing professional images, the brand can attract greater social media engagement. Additionally, design jewelry collections tailored to newfound audience preferences. This will help strengthen brand identity, increase customer engagement, and drive sales by aligning designs with current trends and consumer interests.
4. Explore New Marketing Channels: Diversify marketing efforts both online and offline to attract and retain customers. Introduce referral and loyalty programs, and host experiential events in the Bay Area to strengthen relationships with loyal customers and expand the brand's presence.
Brand Aesthetic
Solidifying brand aesthetic was pivotal in the early stages of revamping Love You More's marketing strategy.
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This curated aesthetic helped solidify brand identity and anchor all media produced.
The end result of the four initiatives was a 20% increase in user engagement, an expanded clientele across the United States, and a more polished version of Love You More. My experience leading the redesign of Love You More's social media and digital marketing strategy demonstrates my ability to identify goals and target audiences, leverage data, lead teams, and work cross-functionally.
AK Lively
AK Lively is a full-service communications agency that combines creativity and strategy to elevate brands. The team crafts customized communication strategies tailored to each client’s unique goals and vision. Offering a wide range of services, including media relations, brand positioning, content creation, and live events, AK Lively ensures impactful audience interactions. With expertise in both traditional and digital media, the agency keeps brands relevant and engaging across all mediums.
​Starting as a Digital Marketing intern and later transitioning into a Digital Marketing and Social Media Manager role, I developed strategies for clients across various industries. Additionally, I took the lead in developing a dynamic social media strategy for the firm, driving impactful engagement and elevating our online presence.
As I took on various client accounts across different industries, I approached each one with a fresh perspective, eager to understand their unique needs and challenges. I tailored my strategies to align with their goals, ensuring that each solution was both personalized and effective. This adaptability allowed me to build strong relationships with clients, deliver impactful results, and continuously grow my expertise across diverse fields. My project workflow below outlines the key steps I took to deliver tailored marketing solutions:
1. Client Brief: I identified the client’s goals and objectives to ensure all strategies aligned with their requests, creating a clear foundation for developing targeted and effective solutions. I uncovered the client’s pain points that I needed to prioritize. I communicated to senior leadership my projected timeline to align to client deadline. I remained in constant communication with senior leadership throughout my workflow process.
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2. Market Research: I analyzed competitors and audience insights to better understand the client's current positioning in their market. I leveraged what differentiates my client from their competitors to help guide my strategy development.
3. Strategy Development: I conceptualized ideas and crafted marketing strategies tailored to my clients. I worked to innovate my marketing strategies by tapping into various media channels. I crafted sample content pieces to present to clients to showcase strategy in tangible deliverables.
4. Pitch Deck Creation: I presented tailored solutions for client review. I ensured that the pitch decks outlined how my strategies directly answer the client's goals and objectives. These pitch decks were submitted to senior leadership for final review, before I presented them to clients.
5. Refinement: After receiving client feedback, I revised and enhanced my strategy.
6. Execution Support: I assisted with campaign rollout and ad execution. I helped support with content creation and offered insights on strategic partnerships that could be made to increase brand engagement.
A mock-up I made for AK Lively about the type of content to showcase for clients.
The outcome of my marketing strategies for AK Lively and its clients saw an increase in user engagement and a 15% increase in overall revenue. My experience demonstrates my ability to identify client objectives, conduct market research, target audiences, develop data-driven strategies, and adapt to working with a variety of clients across various industries.
Poosh
Poosh by Kourtney Kardashian is a lifestyle and wellness brand that offers content, products, and recommendations focused on health, beauty, home, and wellness. Launched in 2019, Poosh promotes a balanced, holistic lifestyle with a mix of expert advice, product collaborations, and personal insights from Kourtney Kardashian. The brand covers topics like clean beauty, nutrition, fitness, and self-care, aiming to inspire a modern approach to well-being.
​I got the opportunity to interview for a social media and digital marketing internship in the fall of my junior year. My assignment was to create a pitch deck for various social media campaigns Poosh could integrate that would reflect brand values and reach audiences.
I conducted in-depth research to guide the development of content and ideas, focusing on Poosh's target audience of women aged 15-45. I performed in-depth research on Poosh, and the types of conversations they were facilitating between women. By analyzing audience preferences and market trends, I identified the types of content that resonated most and explored ways to shape Poosh's messaging through strategic media deliverables.
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This project highlights my ability to adapt to client needs and leverage research to inform and enhance content strategy, ensuring alignment with brand identity and audience engagement. Additionally, this project demonstrates my rich understanding of the media landscape for clients, helping them target audiences and produce innovative content.
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Ultimately, I received an offer to be Poosh's fall intern, however, because of competing academic priorities, I politely declined. Yet, from this project, I learned the importance of conducting thorough research to understand a brand’s voice and audience, as well as the value of crafting content strategies. This experience reinforced my ability to translate insights into actionable ideas, adapt to client needs, and navigate the fast-paced media landscape — skills that I will carry forward in future projects.