P O R T E R L Y O N S
social media director + marketing coordinator
Porter Lyons is currently my largest and most hands-on project. PL is a local jewelry company with a rich backstory and intriguing, handmade designs. Since introducing fine jewelry to their store about 2 years ago, the brand has wanted to reposition themselves but were unsure of where to start. With my help, we have been able to build a brand identity, style, and voice and have begun the rebranding process to better fit this vision.
In addition to brand development, I have:
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Redesigned the brand's social media strategy and appearance, and created social media content that changes color schemes every 9 photos
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Created ongoing social media content buckets such as #SundayStack, #WeddingWednesday, #FridayFeel #MondayMantra
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Built and implemented digital marketing campaigns based on current events, new pieces, and low-performing products
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Scouted photographers and coordinated/styled branded content photoshoots
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Facilitated Instagram giveaways and partnerships with companies and bloggers around the U.S.
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Created paid social media campaigns to drive e-commerce traffic and conducted A/B testing via Facebook and Instagram
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Aided in email campaign ideation and direction
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Utilized Pinterest to grow our brand and gain e-commerce exposure
content creation
All photos have been taken or curated by me
with new brand identity and vision in mind
CREATIVE DIRECTION
I scouted local photographers and models that inherently fit
our brand vision, then coordinated and styled photoshoots
based on upcoming campaigns and new products
Photos shot by Gigi Sophia (first + last rows) and James Shaw (middle row)
PARTNERSHIPS + COLLABORATIONS
I initiated and organized collaborative Instagram giveaways and a sweepstakes with
national on-brand companies, as well as various non-paid partnerships with
bloggers and influencers that reflected our target customer base.
the numbers
Before working with PL, their social following had been at a standstill for months, and their main POS was their physical flagship. In my ~6 months with them, we have:
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Increased online sales by 47% compared to previous year
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Increased average post likes to 276 from 184
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Organically increased Instagram followers by 5% through community engagement, sharable lifestyle content, and non-paid partnerships
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Increased Instagram engagement rate to 1.63% from 1.21%
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Posted multiple Instagram stories daily, compared to 1 or 2 stories every few days
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Generated an ROI of 68% on Instagram/Facebook Ads
b o w s & a r r o w s
assistant content manager
Bows and Arrows is a sneaker + clothing boutique located in Berkeley, CA with a local cult following. I have been working with them since June 2018, when they hired me as their first-ever intern to help with social media management. Since leaving the Bay Area in May 2018, I have been working remotely with them as an independent contractor. My role includes:
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Designing and posting Instagram Stories for new arrivals and sale items
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Content scheduling; developing copy for provided content to post on all platforms
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Monitoring comments and customer inbox messages
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Promoting events and local sneaker raffles on BAA's social platforms
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Creating occasional email campaigns via MailChimp
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Writing SEO-optimized blog posts for limited product releases and highly sought after collaborations
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Producing product copy for e-commerce listings
copy writing
From social media highlights to SEO-optimized blog posts
Hover over and click each title to read full blog post
INSTAGRAM STORIES
Created with images from bowsandarrowsberkeley.com, marketing assets
from various brands, and editing apps like Canva, Over, and Unfold.
THE NUMBERS
Before joining the team, Bows and Arrows' social media presence was a low priority and Instagram stories were virtually never used. In comparison to the year prior, we have:
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Initiated a giveaway on a global scale with Hypebeast that yielded ~3,000 new followers
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Increased Instagram followers by 17%
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Increased online sales by 11%
op3 events, inc.
social media coordinator
OP3 Events, Inc. is a fundraising consultant and event production company that works with nonprofits around the nation. As their social media coordinator, I managed OP3's Instagram and Facebook with photos taken by employees on staff and social media users posting from the event. During my time there, I:
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Switched accounts to Business Accounts and tracked their analytics for best posting times and highest performing posts
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Gave their Instagram a "makeover" after testing the waters and learning about the company and its audience
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Created #MondayMotivation, #EventTipTuesday, #WednesdayWisdom, and #BestStaffEver content buckets
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Increased Instagram following by 54%
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Increased average Instagram likes by ~ 50%
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Utilized the story feature to give behind the scenes updates
donnelley center
social media manager
I acted as the social media manager for the Shawn M. Donnelley Center for Nonprofit Communications from August 2017 - December 2017. The Donnelley Center is a student-run agency that helps nonprofits achieve success through creative communication strategies. I worked in-house as well as with our clients. I was a junior social media staffer for one semester before being promoted to Senior Social Media Manager.
In the year I worked there, I:
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Created content calendars and developed social media policy for nonprofit organizations in New Orleans
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Louisiana Ombudsman Program
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Uptown Shepherd's Senior Center
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Pink House, Inc. Young Girl's Academy
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St. Alphonsus Church
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Built editorial calendars for Donnelley Center social media and implemented posting strategies on our platforms
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Increased Instagram following by 85 followers, Facebook following by 68 likes, and Twitter following by 50 followers.
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Increased Twitter engagement rate by 2.4%