Hair Camp
The creators of Hair Camp invited me to construct a cohesive content strategy with a focus on user journey and persona development throughout their social media. Working with internal and external collaborators, I’m responsible for overseeing and executing creative strategy from conceptualization to posting. Supported by creative and editorial resources, I am responsible for digital creative direction and collaborations with content creators. With Hair Camp’s brand narrative top of mind, I focus on its alignment with content strategies and editorial decisions while ensuring that the authenticity of their voice and purpose remains at the forefront. From leveraged content analytics, I develop marketing strategies that optimize existing assets in new and engaging ways; and produce refined campaigns that influence content creation and engagement. From Hair Camp’s unique brand positioning, I conceptualize and produce assets that elevate their persona and have crafted a voice through copywriting that authentically relates to the brand and its audience. The overall goal is to challenge the hair industry as we know it and build a stronger online community of unique hairstylists and educators.
Cultivate content marketing strategies targeted at driving traffic, engagement, generating leads, delivering sales, retaining customers and building brand awareness.
Develop brand voice to ensure consistency across all content assets.
Work with internal and external collaborators and creative resources to deliver content assets that are coherent with our brand voice and strategy.
Track and advance editorial calendar, and regularly measure and distill progress results to apply data-driven insights to future content strategies.
Apply content development, distribution and measurement to effectively tailor content to reach audience personas.
Manage digital and social content channels with the understanding of the best content practices on each channel.
Assist with integrating content strategy and time-specific brand campaigns to drive campaign goals.
Create and edit content, mobilizing storytelling opportunities on all channels — owned, earned and paid platforms.
Establish strategies for media relations and create the corresponding content including press releases, articles and presentations.
Build relationships with thought leaders and nurture brand awareness, while gathering knowledge of industry trends.
Test and implement innovative and relevant methods of measuring content, campaigns and tools, keeping in mind the purpose of the derived results.
