Brut
As a journalist and content producer for Brut, I produce social media content for a Gen Z audience interested in learning about American current events. Our mission is to provide informative, digestible, and entertaining media stories about pop culture and American current events, ranging from politics to entertainment news to TikTok trends and more.
It is my responsibility to stay dialed in on all things social media and the American cultural zeitgeist.
For examples of the content I produce, check out the JOURNALISM tab.
Marine Layer
During my time at Marine Layer, I worked as part of the marketing team, serving as the Social Media and Influencer Manager. In this role, I helped shape the voice and digital presence of the brand, connecting with customers through engaging campaigns and authentic storytelling.
From content creation to building relationships with influencers, I focused on growing the brand’s reach while staying true to Marine Layer’s laid-back, California-cool vibe. My work involved everything from managing social media strategies to collaborating on creative projects that resonated with our community.
Content creation
Influencer Management
I helped build and launch Marine Layer's influencer program. Managing relationships with over 300 influencers, I designed influencer campaigns that brought in over $300,000 per month within the program's first seven months, exceeding our forecasted revenue goals by over 80%.
Beyond the metrics, what I love about influencer marketing is the human connection at its core. I thrive on building meaningful relationships with creators, collaborating to bring fresh, creative ideas to life, and crafting beautiful, authentic content that truly resonates with audiences. This ethos of connection and creativity has been the driving force behind my success in this space and underscores why influencer marketing is such a powerful and impactful channel. By tapping into the genuine voices of creators, it allows brands to tell their stories in ways that feel authentic and deeply engaging.
Influencer campaign: Double Cloth
As the Influencer Manager, I led the influencer-driven strategy for the Double Cloth campaign, a multi-channel marketing and product launch initiative.
Leveraging the power of influencer-generated content to drive engagement and revenue. The campaign achieved remarkable success, including 36+ pieces of live content across 23 creators, 281 images, and 54 videos, generating $89,112 from Meta ads and $68,421 from TikTok ads.
Crafting detailed briefs and timing content launches for maximum impact ensured the campaign succeeded. The results included a 30% month-over-month growth in LTK revenue and established a strong framework for future influencer collaborations.
Other influencer-related projects:
Creator: Julia McGuire
TikTok performance:
ROAS: 5.85
Cost: $5,519.79
Purchase value: $32,308.51
Meta performance:
ROAS: 3.28
Cost: $14,500
Purchase value: $47,600
Total: $79,908
Creator: Ellie G.
TikTok performance:
ROAS: 20.6
Cost: $1,152.27
Purchase value: $23,741.24
Creator: Lily F.
Meta Performance:
ROAS: 4.49
Cost: $6,077.17
Purchase value: $27,299.60
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