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, 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


Interested in learning more, or want to get in contact to chat about my past experience?