Urban Skin Rx
Director, Social Media & Content · 2020–2022
Mandate: Scale and elevate the brand's social presence and lead its shift to short-form video.
Leadership
Set social and content strategy and built the brand's first cross-channel activation calendar
Increased short-form video output 60% without sacrificing engagement quality
Business impact: Instagram from 396K to 500K+ in 18 months. TikTok from 5.5K to 23.5K in 11 months. Engagement rate more than doubled, from 0.3% to 0.7%.
Creative direction for the Clear Skin Clarifying Spray and other core SKUs: one high-fidelity shoot built to work across social, email and product pages.
Produced with Rosalie Agency, Los Angeles.
