Organic Social Strategy
'Top Shelf Beauty'
At Neiman Marcus, I conceived and led the execution of “Top Shelf Beauty,” an original organic social series created to spotlight Neiman's priority beauty and skincare brands. Designed to align directly with business objectives, the series also provided a compelling CO-OP opportunity for brand partners to participate in high-impact, co-branded storytelling.
Collaborating with top-tier beauty experts, industry leaders, and influencers, we highlighted the benefits, applications, and unique value of each featured product—delivering an insider’s perspective that resonated with both seasoned beauty enthusiasts and curious newcomers. By incorporating influencer-created content, we expanded authenticity, diversified the creative voice, and brought fresh, real-world context to product usage and results.
What began as a single beauty spotlight evolved into a larger, ongoing series, becoming a trusted destination for Neiman's audience to discover and engage with the latest in luxury beauty. This transformation not only amplified the brand’s visibility in the beauty space but also built a more informed, loyal, and purchase-ready community.
Fashion Month Spring 2023
Objective:
Leverage Fashion Month as a strategic tentpole to build brand excitement, reinforce authority in fashion curation, and drive commerce through elevated storytelling across owned, earned, and e-commerce channels.
The Challenge:
Fashion Month presents a crowded content landscape, with many brands vying for attention. The goal was to cut through the noise and position the brand as a credible, relevant voice—while also translating inspiration from the runway into real-time shoppable moments.
The Approach:
I led an integrated, multichannel strategy designed to connect the dots between runway, street style, and commerce—building a seamless experience for our audience that combined inspiration with action. The campaign focused on three content pillars: Own the narrative, Earn cultural relevance, and Convert through curation.
OWNED CHANNELS
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Developed real-time content series on social (IG Stories, Reels, TikTok) showcasing curated daily highlights, trend spotlights, and behind-the-scenes moments.
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Partnered with the e-commerce team to publish weekly curated trend recaps—connecting Fashion Week inspiration directly to in-season, shoppable product.
EARNED CHANNELS
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Activated influencer relationships to secure attendance and coverage of our Fashion Week cocktail event, generating authentic content and third-party validation.
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Partnered with PR to drive targeted commentary from editors and stylists, amplifying our POV and expanding reach.
Content & Messaging Priorities:
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Real-Time Relevance: Deliver fast, insightful coverage across social channels to keep audiences plugged into what’s happening now—translating runway moments into actionable, trend-forward content.
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Editorial Curation: Position the brand as a trusted tastemaker through weekly roundups, designer spotlights, and curated trend edits that distill Fashion Week into what’s worth knowing (and shopping).
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Industry Credibility: Elevate internal talent—especially the VP of Fashion—as a thought leader through POV-driven commentary, strengthening the brand’s voice within the industry.
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Channel-Native Storytelling: Optimize storytelling for each platform—leveraging Reels, TikTok, and Stories for immediacy, while driving deeper engagement through long-form editorial and e-commerce recaps.
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Community & Relationship Building: Showcase the many faces of the brand’s fashion network—from designers and influencers to editors and customers—highlighting the power of relationships in shaping modern fashion culture.
Results:
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Increased Fashion Week–related engagement on social by 40% YoY
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Delivered 30% lift in traffic to curated trend edits on e-commerce
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Generated 20+ pieces of influencer and press coverage, including earned reach from event attendees and editorial partners
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Drove strong internal and external feedback on elevated brand positioning during Fashion Month
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Fashion Month Fall 2022
Objective:
Activate Fashion Month as a fully integrated 360° marketing moment to extend and reinforce the fall campaign, “Live Your Luxury”—positioning the brand as a modern authority in fashion while connecting aspirational storytelling with shoppable experiences.
The Challenge:
With “Live Your Luxury” as the seasonal campaign platform, the goal was to amplify its message during Fashion Month—cutting through a saturated cultural moment with content that felt both trend-forward and commercially relevant. We needed to reinforce brand equity while driving real-time engagement and conversion.
The Approach:
I led a multichannel strategy that translated the luxury lifestyle message into content with real-time relevance—bridging the gap between inspiration and action across owned, earned, and e-commerce channels. The focus was on delivering a curated, elevated experience that made Fashion Month feel both editorial and accessible.
OWNED CHANNELS
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Developed a real-time content series for social (IG Stories, Reels, TikTok) spotlighting key runway moments, curated trends, and behind-the-scenes access.
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Partnered with e-commerce and editorial teams to create weekly Fashion Week recaps, connecting street style and runway trends to in-season, shoppable product.
EARNED CHANNELS
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Activated key influencer relationships to secure attendance and coverage at our brand-hosted Fashion Week cocktail event, resulting in rich UGC and organic reach.
Content & Messaging Priorities:
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Lifestyle Curation: Emphasized the brand’s ability to curate not just fashion, but how our audience lives and expresses luxury daily.
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Industry Authority: Positioned the VP of Fashion as a thought leader through video commentary, trend POVs, and media-facing soundbites.
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Emotional Connection: Focused on storytelling that made luxury feel personal—highlighting community, creators, and relationships behind the brand.
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Campaign Continuity: Ensured everything laddered up to the “Live Your Luxury” message, reinforcing consistency across touchpoints.
Results:
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Strengthened the impact of the "Live Your Luxury" campaign across Fashion Month, aligning all channels under a unified creative narrative
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Drove a double-digit increase in engagement on social content tied to Fashion Month activations
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Achieved strong earned media coverage and influencer content from Fashion Week event, contributing to campaign amplification
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Reinforced the brand’s positioning as a curator of both trend and lifestyle during one of fashion’s most high-visibility moments
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Event Coverage
#CampNeimans PR and Influencer Event
Objective:
Use the immersive Camp Neimans event as a content engine to bring the Summer Camp campaign to life—creating an experience that deepens customer connection through storytelling, style, and community.
The Challenge:
The goal was to extend the impact of an IRL press and influencer experience into a scalable digital moment—turning event participation into social currency that inspired our audience and reinforced the brand’s authority in fashion and lifestyle.
The Approach:
I led the development of a three-pronged content strategy that maximized impact across owned, influencer, and editorial channels. By crafting a seamless feedback loop between the real-time event and its digital amplification, we built brand credibility and social buzz in tandem.
OWNED CHANNEL EXECUTION
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Produced real-time content across Instagram Stories, Reels, and TikTok to give followers a behind-the-scenes look at the event—featuring influencer arrivals, styled moments, and Camp Counselor spotlights.
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Extended the event narrative post-camp through curated recaps, team POVs, and UGC-driven storytelling.
INFLUENCER & EDITORIAL EXTENSION
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Partnered with influencers to share organic content across their platforms—amplifying the campaign message and styling the collection in an authentic lifestyle setting.
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Delivered daily photo selects to attending editors with branded templates, encouraging easy and consistent social sharing tied to #CampNeimans.
Content & Messaging Priorities – Camp Neimans
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Real-Time Immersion: Brought the event to life for our audience from arrival through departure, sharing playful, in-the-moment content to build FOMO and community engagement.
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Platform-Built Storytelling: Infused the Summer Camp brand identity into every touchpoint—from camp-style graphics and captions to themed IG templates—ensuring content felt cohesive, fun, and on-brand.
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Influencer as Storyteller: Empowered style and lifestyle influencers to act as “Camp Counselors,” using their POVs to naturally contextualize the product in a real-world, aspirational setting.
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Shoppable Inspiration: Integrated product callouts and shop-the-look moments into social content, driving traffic and conversions from followers excited by the event and styling.
Results:
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Captured and published real-time, organic social content on-site, leveraging authentic moments from influencers, editors, and styled looks to maximize immediacy and relatability.
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Generated a significant uptick in engagement across Instagram and TikTok during the event week, with interaction rates exceeding summer campaign benchmarks.
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Drove a surge in conversation and UGC around the #CampNeimans hashtag, extending the event’s reach well beyond attendees.
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Contributed to an overall increase in engagement across Summer campaign content by sustaining momentum post-event through recaps, influencer reposts, and shoppable features.
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Influencer
