MARY KAY COSMETICS - Global
As content strategy manager for Mary Kay, Inc., I helped lead and launch multiple campaigns and strategies for products and sales initiatives.
GLOBAL HOLIDAY CAMPAIGN: UNWRAP JOY!
Met marketing objective of creating a global, multigenerational holiday campaign that addressed burnout and evoked childlike wonder. Developed concept and sent to copywriters for execution.
GLOBAL RATINGS & REVIEWS CAMPAIGN
Leading to thousands of ratings and reviews on marykay.com, as well as increased web traffic, I delivered content for global markets to understand, use and repurpose in their print and digital assets.
GLOBAL TRENDING MAKEUP LOOKS & TECHNIQUES CAMPAIGN
Formerly known as the Makeup Artist Looks campaign, I was given complete freedom to rethink the entire strategy, including the name of this biannual product promotion. The result? A name and looks steeped in SEO research (using Conductor) and social media trends and a new strategy for all global product launches.
GLOBAL SKIN CARE ACTIVATION CAMPAIGN
Building on the new SEO-based strategy I developed, this campaign also leveraged social listening to capture skin care trends. I used a social listening tool called Meltwater to research and translate marketing objectives into skin care trends that resonated globally.
MARY KAY COSMETICs - U.S.
A thought-leading Senior Copywriter on the U.S. market (and later the manager of content strategy), I worked in tandem with various departments to spearhead initiatives designed to boost sales, expand the sales force and sell product.
SALES
YEARLONG SALES CAMPAIGN
This annual campaign was designed to motivate the sales force to increase product sales. Each year, a new concept was created, along with multi-channel deliverables that had a different themes each month.
PAID SOCIAL MEDIA CAMPAIGN
As the sales force became increasingly dependent on social media for new recruits and product sales, the company decided to promote social media advertising and educate the sales force on how to sell Mary Kay products on their social media platforms.
PRODUCT MARKETING
FALL/HOLIDAY
-Fall/Holiday Director’s Buzz Kit-
ADDITIONAL
Fuller cosmetics
Mexico-based Fuller Cosmetics wanted a fresh, comprehensive renovation of its 50-year-old brand. In conjunction with a team of creative professionals, I created the Celebrate Mexico concept and executed a large-scale brand renovation for the brand, its best-selling collections and products and all consumer-facing collateral.
CONCEPTUAL TESTING
Two routes were developed and tested in local markets before renovation was initiated. Celebrate Mexico was chosen.
CONCEPTUAL WORK
Initial phase of brand evolution.
LAUNCH POSTERS
Designed for sales and training:
BROCHURES (SPANISH ONLY)
Twice-monthly consumer-facing catalogs. The following are those created during brand launch, a collaborative effort of the renovation team and the internal creative department.
PRODUCT/COLLECTION CONCEPTS
The following concepts are for one product or collection.
PRODUCT GUIDES
Flip-through product guides were created for each brand, showcasing positioning, creative work, packaging and product benefit.
BEAUTICONTROL
Collaborated with brand renovation team on product/seasonal concepts and rebranded collateral.
CONCEPTUAL WORK
Applied new branding guidelines to collections, products and brochure.
-Christmas Bath & Body Collection-
-Silver & Gold Shade Statement-
COLLATERAL
Used new branding guidelines to execute materials.