Work

TikTok Shop

Grande Cosmetics

Generated $2M+ in sales between 2023–2024 and sold over 90K units. Led strategy and affiliate expansion with over 25K creators, earning 10x ROAS in Q4 2023. Featured in TikTok's Holiday Commercial and internal case study.

Content Strategy

Makeup by Mario

Created internal content audit and performance playbook. Launched new A/B testing framework, resulting in viral videos within the first 3 months of rollout.

Generating over 12M + views on TikTok and over 2M views on Instagram.

Grid Planning & Content Calendar

Makeup By Mario & Grande Cosmetics

I managed the monthly Instagram grid layout, planning 2–4 weeks ahead to align with brand aesthetic, product launches, sales, and retail support. I collaborated with cross-functional teams to ensure all captions and creative supported broader marketing objectives.

Social Shoot Direction

Makeup By Mario & Grande Cosmetics

At Grande Cosmetics and Makeup by Mario, I led 1–3 social media shoots monthly, creating storyboards and detailed briefs to guide photographers and ensure content aligned with brand goals. I partnered closely with creative teams to capture high-performing visuals tailored for TikTok, Instagram, and more.

Influencer Marketing Leadership

Grande Cosmetics

I built the influencer marketing function from the ground up—starting with zero budget and scaling to over $400K annually. I’ve cultivated lasting relationships with hundreds of creators, from nano to macro, and developed best practices for paid partnerships, negotiation, and long-term collaboration.

Viral Moment

Countess Luann

Created reactive trend content leading to viral TikToks featured on Entertainment Tonight. Strategically replied to fan comments with follow-up content that boosted reach and relatability.

Concert Strategy

Grande Cosmetics

From 2022–2024, I led social and influencer collaborations around major concerts events in NYC and LA, hosting creators in private suites at top artist shows (Drake, Bad Bunny, Harry Styles, etc). In exchange for content, these experiences generated over $1M in EMV per event and drove extended partnerships beyond the concerts.