BRAND PARTNERSHIPS
Establishes direct relationships with influencers and agencies to curate compelling brand, trend, and editorial content. Brings firsthand experience in both sides of the brand-influencer partnership dynamic.
thredUP, Olivia McDowell
thredUP
By overseeing the Instagram Ambassador program and launching two new partnership initiatives, I was able to spread thredUP's mission to the diverse audiences of 1,600 micro and 10 mid-tier influencers per month and added inclusive and brand-right UGC to the brand's owned channels. Below are the programs I supported.
Grew:
Ambassador Program (Instagram): Managed operations of the 1,600-member program, achieving 7M monthly impressions through recruitment, onboarding, training, and daily community management.
Brand Influencer Program (Instagram + TikTok): Partnered with mid-tier influencers in a paid collaboration spanning multiple live dates. Within a quarterly budget, I tasked diverse influencers in the thrift, fashion, and sustainability spaces to create content aligned with seasonal business strategies and campaigns. Crafted creative breifs and provided feedback on influencer concepts and content.
Established:
Ambassador Program (TikTok): Extended the Instagram Ambassador Program to a new platform, the establishment of the TikTok Ambassador Program leveraged existing relationships to create UGC for our growing TikTok account. Inspired the creation of the TikTok Residency.
Influencer Residency (TikTok): Spotlighted a monthly ambassador as the face of thredUP's TikTok account, leveraging familiar personalities to enhance visibility on the FYP and strengthen relationships with influencers aligned with the brand.
Olivia McDowell
Collaborating with beauty, fashion, and lifestyle influencer Olivia McDowell has provided me with a comprehensive insight into influencer marketing from both brand and influencer perspectives. This experience has afforded me valuable insights into what inclreases the chances of an influencer sharing a brand organically, what makes a strong and effective brand brief, and what filming, editing, and posting styles drive the highest engagement for paid collaborations on TikTok. Below outlines my roles in her strategic and creative processes.
Content Concepts: Development of creative concepts for brand partnerships, adhering to brand guidelines and messaging while ensuring alignment with the influencer's unique personal brand.
Content Creation: Supports the entire content creation process for both organic and paid assets through proactive brainstorming and skillful filming and editing. Executes engaging content that is on-trend, innovative, and in line with influencer and audience preferences.
Event Coordination: Organize events that connect Olivia to her community by generating moodboards for venues, decor, and dresscode while negotiating with vendors to ensure a memorable and viral experience for her audience. See Olivia's first in-person dinner party.