GFC — Integrated Product Launch & Social Campaigns
Content Production · Social Strategy
2020–2022 | F/W ’21 · S/S ’22 · F/W ’22
2020–2022 | F/W ’21 · S/S ’22 · F/W ’22
Project Overview
Led creative production and social execution for multiple seasonal product launch campaigns, overseeing concept development, shoot direction, content delivery, and ongoing platform growth. Supported creative direction while managing end-to-end content pipelines designed to drive brand awareness, engagement, and e-commerce performance.
Role & Responsibilities:
Coordinated and assisted in creative direction, production, and execution of seasonal launch campaigns across digital and social platforms.
Led content production for social-first storytelling, ensuring consistent brand expression across campaigns and ongoing brand content.
Managed and operated all social media channels during tenure, aligning creative output with performance goals and growth targets.
Acted as a central point of communication between brand stakeholders and creative teams to ensure timely, on-brand delivery.
Campaign Objectives:
Support seasonal product launch campaigns through visually cohesive, audience-driven content
Increase brand visibility and engagement across social platforms
Drive traffic and conversion to the online store through content and paid media
Establish consistent creative systems for repeatable campaign execution
Production & Shoot Direction
Pre-Production
Developed conceptual briefs outlining creative direction, mood, visual language, and campaign intent
Aligned concepts with brand positioning and target audience insights
Collaboration:
Worked closely with photographers, stylists, makeup artists, and production teams to ensure unified execution
Communicated creative vision clearly across all contributors
Execution:
Led location scouting and set design, ensuring environments supported campaign narratives
Directed on-set talent and crew to achieve consistent tone, pacing, and visual cohesion
Oversaw shoot flow to maximize usable assets across multiple platforms
Post-Production:
Reviewed and refined final assets, providing creative feedback and revisions prior to commercial rollout
Social, Growth & Performance:
Managed all brand social media accounts, developing content strategies that balanced campaign launches with evergreen storytelling.
Implemented influencer and UGC strategies, securing creator partnerships through direct outreach and contract coordination.
Executed and optimized SEO and Google Ads campaigns, leveraging keyword strategy to increase traffic to both social platforms and e-commerce.
Tracked engagement and performance metrics to inform content direction and posting strategy.
Successfully grew Instagram following from 12K to 25K, increasing overall engagement and brand visibility during tenure.
