DTC/Ecommerce
Shinesty
Situation
Shinesty is an irreverent DTC ecommerce company with the mission to “force the world to take itself less seriously.” Based in Boulder, the DTC startup brought me on as Director of Marketing to lead publicity, partnerships, digital marketing and social media.
Objectives
•Develop and implement all marketing, communications, social media strategies, and strategic brand partnerships
•Lead SEO rehaul for site and relevant partnerships utilizing publicity to achieve higher ranking all search platforms
•Execute global strategic partnerships from initial outreach to product launch with top-tier brands.
Strategy
•Disrupt competitive habits and drive discovery by partnering with brands with global reach
•Constant create newness through the lens of trend, culture and lifestyle with a unique brand voice so the consumer feels like they have to have it.
•Cast broad relevance and mass appeal by designing to the mindset of tastemakers and engaged audiences
Tactics
•Publicity: Utilize brand partnerships for earned media to drive sales and SEO
•Social Media: Create social strategy with both planned and reactive content to inspire, entertain and drive sales.
•Email Marketing: Create targeted, unique, on-brand email marketing campaigns that drive sales and engage with fans of brand partners and Shinesty.
Results
•Executed global strategic partnerships from initial outreach to product launch with brands including OREO, PlayStation, the NFLPA and Budweiser.
•Content Marketing Awards Winner for Best Social Media Campaign and Best Publication. Digiday Content Marketing Awards finalist for Best Brand Publication
•Elevated Shinesty SEO rankings to first-page placement on crucial search terms leading to the holiday push.
•More than doubled Shinesty followers and engagement across all social platforms.
