Bobbi Brown

Role: Social Media Specialist

• Planning and managing organic social content across the brand's primary channels.

• Strategising and keeping on top of the social landscape.

• Managing 6 PRO makeup team members.

• Coordinating 100 social media ambassadors across the country.

• Copywriting for digital channels.

• Art directing for 5-star campaign shoots to capture on-brand, dynamic assets.

Brand Partnerships & Collaborations

Partner Management

• Communicated the Bobbi Brown x Elizabeth Scarlett The Pretty Powerful Collection on all channels and covered the event on socials

• Worked with influencers to spread awareness of the charity and collaboration and created lo-fi content for channels

• The Pretty Powerful campaign to date has raised excess of £350,000, which has enabled Smart Works to open an additional 7 centres across the UK. The campaign has evolved throughout the years into a philanthropic partnership with UK charity Smart Works, aimed at empowering women through career training programs and promoting confidence in women through beauty

• Worked on an International Women's Day campaign to celebrate all women around the world

• Briefed in brand influencers to produce desired content for channels e.g. thisismothership, rosielondoner, melissaswardrobe etc.

 

BOBBI BROWN X PRETTY POWERFUL

The #PrettyPowerful collection went live on International Women’s Day and is created with Needle & Thread in support of the incredible Smart Works Charity. Smart Works Charity, a UK charity that empowers unemployed women to enter the workforce, providing clothing, coaching and confidence!

 

 

BOBBI BROWN X MORAG MYERSCOUGH

A limited edition collection, exclusive to Selfridges.

 

THE BEAUTY EMERGENCY KIT

A kit to help transform a look in an instant, featuring best-selling products. Exclusive to Look Fantastic.

 

 

BREAST CANCER AWARENESS MONTH

Limited-edition ‘Powerful Pinks’ Lip Colour Duo were created for our Breast Cancer Campaign, to support the Breast Cancer Research Foundation.

 

Social Media Channels

UK Platforms

• Produced and posted weekly feed and story content for BBUK channels.

• Worked closely with the PRO team on content posted in individual channels and oversaw and advised on any brand-related content.

• Reported across own and PRO channels on a weekly, monthly and yearly basis to collect learnings.

• Modified the brand's TOV for the social copy to make it more social-friendly and modern to make the brand fit into the social realm.

• Created a new strategy for Facebook to increase overall engagement rate. From Jan 2020 - Feb 2021, the engagement rate grew 40% which is +60 vs. industry benchmark.

• Built a stronger presence on Facebook to create a strong, brand community.

 

SOCIAL CHANNELS

Managed key UK social channels for Bobbi Brown.

 

 

 

 

INSTAGRAM HIGHLIGHTS

Redesigned the highlight icons to align with the branding. All icons were kept simple and clean.

 

Team Management

Management

Managed a team of 6 PRO Makeup Artists to brief and guide a mix of static and video content for UK, Global and own channels to drive individual channel growth.

 

SOCIAL MEDIA AMBASSADORS

• Managed and supervised 100+ social media ambassadors (SMAs) nationally and in Ireland to create a community, provide fresh incentives and brief in brand appropriate content for their own store or concession accountsÉ

• Regularly communicated brand updates, new social trends, content editing workshops and hosted presentations to elevate content and being the gatekeeper between the SMAs and the brand.

 

 

 

PRO TEAM

• Managed 6 PRO members (professional makeup artists) to act as in-house influencers and create content for social.

• Successfully guided the individuals to grow their own channels to attract more opportunities.

• Conducted weekly, monthly and yearly channel reviews to ensure each member of the team were hitting their channel targets.

• Organised and coordinated shoots to capture content for brand and PRO team channels e.g. skincare routine, GRWM and how-to sessions.

 

Content Creation

In-house Content

Created dynamic content for all Bobbi Brown channels, retailers and partner channels.

• Produced local/at-home content to bring the products to life.

• Created a mix of static and video content in line with weekly report learning and follower appetite.

• Brought additional personality to the brand by showcasing face and personality on social via lives and reels.

 

STILLS

 

VIDEO

A series videos were created in celebration for International Women’s Day. Friends of the brand were asked share advice and words of wisdom.

 

STORIES

Instagram stories were used to tease new launches, promotions and discuss topics suggested by the audience through Q&As. PRO Artists were briefed to produce content for stories such as tips and tricks, tutorials and opinion-focused chats

Instagram story content themes:

• Ratings & Reviews: Posting product reviews from customers, a new product is chosen bi-weekly.

• Inside BBHQ: Briefing in HQ members to create product-focused/opinionated content.

• Event coverage: BTS of events e.g. store openings, new launches and charity dinners.

• Supporting Influencer content and media coverage.