Company: Mustela USA
Position: Digital Marketing Manager
Timeline: August 2014 - January 2016
Location: New York, NY
Managed overall digital consumer communication, and responsible for executing all digital components as driven by brand strategy.
Responsible for all social media channels (Facebook, Twitter, Instagram, & Pinterest), including analysis, planning and executing an integrated social strategy. Actively sought growth opportunities, developed content and promotions, and executed day-to-day posts, growing each channel +24%, +14%, +495% & +20%, respectively in one year.
Developed the digital consumer acquisition strategy to drive traffic to mustelausa.com, which included paid digital media, social media, email marketing, SEO & SEM, resulting in 15K+ additional Mustela consumers and an 80% decrease in cost per fan.
Managed the website agency to continually update the site to increase site traffic, engagement, return visitors, fan base, and email database. Responsible for updating the site’s content via a CMS.
Developed an Influencer Marketing program, including analysis, sourcing, planning, and communications with influencers to execute content. The program resulted in $40K+ additional ecommerce sales.
Managed paid media strategy and execution, including display, social, custom content series, and native advertising
Coordinated with Drug retail accounts (CVS & WAG) & VP of Sales to develop and launch in-store promotions and merchandising that were integrated with our digital strategy.
Main point of contact in the US for the global marketing team. Collaborated with the global team to implement the global strategy in the US.
Measured & reported on all digital campaign/program KPI analysis, including impressions, CPC, CPE, sales conversion & CTR.
Managed digital marketing budget ($1M+).
Focus: Social Media Marketing, Influencer Relations, Digital Media, Analytics, Email Marketing, SEO/SEM, Facebook Ad Network, Retail Promotions & Merchandising, Budget Management