During my time at Bloomscape, I created a series called “Decked Out,” where we ran three giveaways that granted three of our digital audience members the chance to win a patio makeover from us. The intention behind this project was to support the launch of our outdoor plant offerings, which were introduced in Spring 2021. For each installment, I chose an interior design influencer to partner with that would guide the creative direction process for the patio refresh and décor. We documented the first and third iterations of this series via long-form video and shared them on our social media and YouTube pages.

I was responsible for creating the giveaway landing pages, choosing the winners, selecting the design influencers, managing budgets and creator contracts, cross-collaborating with “Plant Mom” and our supply chain team to select the appropriate plants and ship them to each location, cross-collaborating with the video and photography teams to develop shot lists for each production, providing feedback to push the final versions of the content to the finish line, and posting to the appropriate social media platforms.

Video Production:

Bloomscape

Storytelling:

City of Detroit

During my time at the City of Detroit, I produced long-form video content for YouTube. I cross-collaborated with members of our in-house videography team to help tell the stories of Detroiters from all walks of life. I was responsible for ideation, talent scouting, creative direction, conducting interviews, as well as providing feedback and giving the green light for project completion.

Influencer Management:

Bloomscape

While at Bloomscape, I developed the company’s very first influencer program. In the early stages of the program, we worked with content creators on a trade basis, offering them two plants in exchange for two pieces of content – one lifestyle and one giveaway. As time and budget progressed, we were able to gift influencers with product and compensate them (operating from a monthly budget of $10k). This effort allowed me to not only support evergreen campaigns, but product launch and holiday-specific campaigns as well. Throughout my tenure with the company, I was able to develop a roster of 50+ influencers on Tiktok and Instagram. In addition to sourcing and reaching out to influencers, I was responsible for campaign ideation and development, budget management, drafting contracts/agreements, negotiating, content review, and metrics reporting.

To monitor campaign success, I used influencer relations platforms including Sideqik and Traackr.

Influencer Management:

Dame Products

Due to the nature of Dame Product’s merchandise, it was not uncommon for our influencers’ content to get flagged on social media. I wanted to figure out a way to combat that, so I developed a Valentine’s Day campaign where three creators were tasked with coming up with makeup looks inspired by their favorite Dame “vibes.” This campaign ended up being a fun and clever way to not tip off platforms like Instagram and Tiktok, as there was no language of imagery that technically violated their community guidelines. The videos performed well amongst our digital audience, with each of them garnering over tens of thousands of views and between 400 - 1.4k likes.

Influencer Management:

VVK PR + Creative

As the Account Executive/Digital Strategist for VVK PR + Creative, I assisted our robust list of clients with their digital marketing strategies. Our fine jewelry client, Cooper & Binkley Jewelers, is a small, family-owned business that specializes in providing luxury pieces for every occasion and budget. I was able to introduce the Cooper & Binkley team to the world of influencer marketing by partnering with two Metro Detroit influencers for a Mother’s Day campaign. The influencers were tasked with creating lifestyle and giveaway content in exchange for jewelry to help raise the company’s brand awareness. Both partnerships saw success, and the company saw an 8% increase in followers in under three weeks.

Campaign Strategy

Bloomscape

While at Bloomscape, I strategized on a handful of content campaigns. In Winter 2020, I cross-collaborated with members of the marketing and supply chain teams to run the “12 Days of Bloomscape” campaign. For the first 12 days of December, we gave away one plant per day to a member of our digital audience. The campaign saw much success, and the daily giveaway posts inspired customers to gift plants to their loved ones for the holidays. Because of the visibility of the campaign, the company was able to meet its revenue goals for Q4.

I also created and executed a Black History Month campaign to celebrate and acknowledge the Black team members at the company. For the duration of February, I shared photos and short profiles of my colleagues to show our audience and customers who some of the powerhouses were behind all of the amazing work that was getting done behind the scenes!

Campaign Strategy:

City of Detroit

I joined the Media Services team at the City of Detroit in February 2017, right before Valentine’s Day. I collaborated with the Director of Digital and Social Media to develop the #DetroitLoveLetter campaign, where we encouraged other organizations, businesses, and people to write their own “Roses are red, violets are blue”-style poems to showcase their love for the Motor City. Hundreds of people joined in on the fun – even ones from neighboring cities like Flint, MI and Toledo, OH!

Campaign Strategy:

Dame Products

To support Dame’s launch on Sephora.com, I worked closely with the Sr. Brand Manager to. develop a month-long social media strategy to get our audience excited about the news. The strategy included organic static images, influencer/content creator partnerships, providing creative direction to the CEO for Reels/Tiktok, and an influencer seeding activation.

Copywriting:

Bloomscape

As someone with a journalism background, I am no stranger to copywriting. While at Bloomscape, I was responsible for writing the social media copy across all platforms. Additionally, I wrote long-form blog posts for the “Test Kitchen” series to support the company’s Edible Garden product launch.

Content Creation:

Dame Products

To support Dame’s educational blog and product offerings, I created static and vertical video content for the company. For the static posts, I created the graphics using Canva. For the vertical video content, I edited natively within Tiktok and Instagram, and used other editing apps such as Splice and CapCut.

Content Creation:

VVK PR + Creative

As the Account Executive/Digital Strategist for VVK PR + Creative, I work closely with our fine jewelry client, Cooper & Binkley Jewelers, to create vertical video content for Instagram Reels and Tiktok. In addition to creating and ideating content on my own, I encouraged the client to get in front of the camera and coached them on social media best practices.

Livestream Hosting: Bloomscape

It’s needless to say that 2020 was a challenging year for all of us. While at Bloomscape, we wanted to figure out a new way to connect with our digital audience. I cross-collaborated with our Community Manager to develop the “Planty Hour” Instagram Live series. Every Friday, we would hold conversation with influencers, Bloomscape ambassadors, or other members of our plant-loving community to talk about their “Plant Parenthood” journey, and how they were taking care of their mental health during such a trying time. The series ended up becoming a hit and we continued to produce it until the end of my tenure with the company in Fall 2021.

Brand Partnerships: Bloomscape

Building relationships with other brands was an integral part of my role at Bloomscape. During my time at the company, I worked closely with the Community Manager to execute at least two brand partnerships each month. We partnered with various companies such as Biossance, Lulu and Georgia, Bright Cellars, and Ora Organics, to name a few. Because of these partnerships, we were able to introduce our brand to new sets of eyes, ultimately increasing our reach and follower count.

Brand Partnerships:

Dame Products

Similarly to my role at Bloomscape, building relationships with like-minded brands and companies fell into my scope of work at Dame Products. I collaborated with brands like Toastyy, Flex, Foria, Lunya, Behave Candy, and Just Enough Wines on giveaways that would excited and delighted our digital audience.

Media Relations:

VVK PR + Creative

At VVK PR + Creative, I was able to expand my skillset by supporting a handful of clients with media relations, key message development, and organizational positioning. We partnered with InsideOut Literary Arts Detroit over the span of four months to support with garnering interest from the media about their Winter & Spring 2024 programming and $2 million grant from MacKenzie Scott. Through this work, I worked closely with the Chief Operating Officer to draft and distribute press releases and media advisories, build relationships with local media, and secure digital, radio, and television media placements for the organization.

Photo Shoot Assistance: ILERA Apothecary

During my time doing freelance marketing work for ILERA Apothecary, I worked with the CEO/Founder, Chinonye Akunne, to assist with hand modeling and overseeing the Winter 2022 product photoshoot with photographers Gerard & Belevender.

Photo Shoot Production: Bloomscape

For the second installment of the aforementioned “Decked Out” series, we opted to document the contest winners’ patio refresh through photos. The patio refresh took place in a suburb of Maryland, and I worked with an East Coast-based photographer to develop a shot list for the project. In addition to managing the photoshoot virtually, I maintained the same responsibilities listed previously for the first and third installments of the series.

Event Management: Bloomscape

In January 2020, I hosted 20 influencers at Bloomscape’s greenhouse in Grand Rapids, MI. I was assisted by our Content Manager, Growth Marketing Coordinator, and an interior decorator to transform the company’s greenhouse into a tropical oasis fit for a dinner party. During the event, the influencers were able to mix and mingle with one another, as well as with Plant Mom and the company’s CEO, Justin Mast. A plant-based dinner was served, and to close things out, I led a panel discussion with @homesteadbrooklyn, Plant Mom (Joyce Mast) and the CEO.

For this event, I was responsible for influencer scouting and outreach, invitation design and distribution, drafting influencer contracts, transportation and lodging booking, overseeing day-of operations and logistics with the interior designer, budget management, UGC monitoring and reposting, and capturing and posting content on the company’s social channels.

Podcast Producing & Hosting:

VVK PR + Creative

For Valentine’s Day 2023, I produced, hosted, and edited a special episode of the VVK Podcast that focused on love. I tapped four couples – including my now-fiancé and myself – to share their love stories and give our listeners those warm and fuzzy feelings.

Podcast Producing & Hosting:

Damsels in Detroit

In Spring 2019, I launched the podcast “Damsels in Detroit,” where I conducted in-depth interviews with women business owners and tastemakers in Detroit. The intention behind the podcast was to show people that “Detroit girls do it better.” Far too often, Detroit and its residents ar excluded from conversations regarding economic growth, creativity, food, fashion, and more. As a native Detroiter, I know firsthand how many amazing women there are that are from and living in the city, and I feel that their stories deserve to be told and heard.

I recorded 71 episodes from 2019-2022, and conducted interviews with women who work in culinary arts, health & wellness, beauty, fashion, tech, and beyond. Although the show is no longer in production, previously recorded episodes of the podcast can be streamed via Apple Podcasts, Google Podcasts, and on www.damselindetroit.com.