What I did
Strategy, Creators, and Content
Led full-scope management of gifted, UGC, and paid creators on TikTok and Instagram, from sourcing and briefing to approvals and performance reporting, ensuring alignment with Slatkin + Co.’s brand tone and audience resonance.
Planned and executed influencer giveaways across key moments like Walmart launches and Autism Awareness Month, pairing product relevance with creator voice to drive reach, engagement, and cross-platform buzz.
Produced and styled content tailored to scent, season, and mood. Directed visuals across platforms to balance aspirational storytelling with high-performing creative suited for both organic and paid placements.
Designed and implemented an end-to-end influencer process, from briefing to analysis, with a focus on EMV, saves, shares, and reach. Built monthly performance reports and optimized campaigns based on data-backed insights.
Crafted platform-native copy for captions, hooks, and CTAs that highlighted scent profiles and seasonal drops. Ensured every post, giveaway, and UGC moment aligned with Slatkin's brand voice and retail strategy, from cozy winter candles to spring-forward launches.
Directed short-form video content designed for virality and platform retention. Oversaw shot lists, pacing, and transitions to reflect scent moodboards and campaign objectives, resulting in TikToks with up to 1.7M views and high EMV lift.
Walmart Launch
To drive retail awareness at Walmart, I launched a series of creator-led campaigns that delivered premium content with measurable reach. From viral TikToks to lifestyle Reels, each creator helped translate fragrance into a scroll-stopping moment. Creators like @millerjeremiah and @theonlyrussellbutler not only elevated the product, they delivered over $220K in combined EMV and more than 3 million cross-platform views. These launches were proof that content built for community can perform at shelf level too.
Autism Giveback Campaign
For Autism Awareness Month, I led a Walmart campaign across Slatkin + Co. products, including ScentWorx and Dwell212, with $1 from every purchase donated to NEXT for Autism through the end of May. The campaign spotlighted neurodivergent creators from Love on the Spectrum alongside Walmart-focused creators to drive awareness, engagement, and giveback support.
Dwell212 | NYC Pilates Pop-Up
Activated the Dwellness Series through “Zest After Rest,” a reformer Pilates class inspired by the Dwell212 Awakening Citrus collection.
Dwell212 | NYC Sound Bath Event
Expanded the Dwellness Series with an intimate Sound Bath activation in partnership with Official Ritual, inspired by Dwell212’s lavender collection and designed to connect fragrance with relaxation, stress relief, and sensory wellness.
Giveaways
I ran targeted giveaways around retail moments like Valentine’s Day, Mother’s Day, and holiday gifting - turning them into high-performing, low-lift growth campaigns. Creators like @yummie and @thejockandbelleshow helped us stay native to the platform while boosting brand awareness and engagement in key windows.
UGC
Directed UGC creators through platforms like Billo and Trend.io to produce high-performing organic and paid social content, turning brand messaging into scroll-stopping videos built for engagement and conversion.
HomeWorx
ScentWorx
Dwell212
Content Creation
Produced short-form video content to support product launches and campaigns, helping fill creative gaps and maintain a consistent content pipeline..
Creative That Converts
