Guiding an iconic brand to its social era…
A name synonymous with the ‘90s, Bobbi Brown Cosmetics has evolved to speak to a modern global audience, while staying true to it’s “easy-does-it” attitude and downtown candor.
More than a pretty feed
As the social copy lead, I executed a social brand transformation from product-heavy campaign stills to platform-native video franchises putting audience curiosity at the center of the conversation—resulting in a consistent lift in engagement and reach that compounded month over month.
Scope: seasonal storytelling strategy, serialized social content concepts, creator briefs, scriptwriting, talent coaching, content capture and direction, post-production development, and caption copy.
Collaborators: Stefanie Gomes (Design Director), Siobhan Langaas (Editor), Lorelle Stephanski (ED Content & Copy)
Campaigns that keep the convo going
As a creative copy lead, I infused our winning social philosophy and brand voice into global product launches, building excitement for new categories, establishing trust in reformulations, and crafting consistent narratives across all channels that reflect real life beauty conversations.
Scope: GTM creative concept, product storytelling strategy, content development, copy for online, social, paid, events/experiential, VM, and retailers.
Collaborators: Ariane Temnikov, Erin Meagher and Maxwell Masterson (Design), Lorelle Stephanski (ED Content & Copy), See Cheung (ECD Creative)
