Industry impact campaign
A 360 media campaign demonstrating the impact of the professional skin care industry, through the lens of a correctional facility’s cosmetology program. Documentary-style content showed how skin care industry training provides employment skills, human connection, and a means of giving back to the community. Videos outperformed benchmarks in paid and organic social media, as well as email marketing. The impact story was picked up by national media including Fortune, PopSugar, and industry publication BeautyMatter.
Through touch, Kristina helps her community feel human again.
Learning a skill has shown Maddi she's capable of anything.
Through her skin care business, Kim forges deep connections with clients and her community.
Small business campaign, showing how salon owners navigated pandemic closures
This project highlights the personal narratives of two skin therapists who faced the possibility of losing their businesses during the pandemic. Through their resilience, they not only overcame challenges but also provided valuable insights for other small business owners in the beauty industry.
To bring these stories to life, I identified compelling subjects, hired and directed a video production team, and developed storylines that authentically captured their journeys. The result was a powerful project showcasing perseverance and inspiring other small businesses.
Non-profit press coverage
Leading communications and media strategy for 501c3 non-profit, Sober Outdoors, securing media coverage and building roadmaps to grow the organization.
