PINK BEAUTY MARKETING SPECIALIST
Marketing Specialist, VS PINK Beauty
In this role, I served as the subject matter expert for all things PINK Beauty with an overarching goal of driving new customers to the category and increasing key product & ingredient awareness among our targeted customer demographic.
I spearheaded marketing strategy & execution for PINK Beauty integration across all channels both pre-season and in-season. By developing thoughtful initiatives, brand partnerships and campaigns to spotlight this category throughout megabrand storytelling moments, I achieved PINK Beauty’s most successful margin year to date with overall digital sales growth of 72% year over year.
Spearheaded strategy & execution of PINK Beauty storytelling across all marketing drivers including…
PINK Nation App + SMS
Developed always-on beauty integration strategy that resulted in a +216% in YoY incremental beauty support in New + Now tab. Launched beauty SMS strategy.
Led creative strategy & execution for PINK Beauty dedicated emails increasing circ by +74% YoY (81 million people.) Increased PINK Beauty integration support in PINK emails by +131%YoY (1.6B > 3.7B)
Social
Developed steady state PINK Beauty content strategy across @vspink social channels that resulted in +53% YoY increase in in-feed beauty support on @vspink Instagram page.
Direct Mail
Managed PINK Beauty features & sampling via Direct Mail launches. Achieved +13,000% YoY increase in circ for beauty integration within PINK Direct Mail creative.
PR & Campus Reps
Featured PINK Beauty products & launches in major brand PR, Influencer & Campus Rep initiatives including seeding boxes, influencer activations and events, which led to the success of +2.6M% YoY increase in impressions.
Paid Media
Oversaw Paid Media support for PINK Beauty which resulted in 15 top performing FB & IG ad units across the brand for the year.
Key Projects Spotlight
Spearheaded marketing strategy & support for first year of quarterly Love Your Body Events which aimed to reintroduce our customer to PINK Beauty as an integral part of the PINK brand journey through digital and store beauty takeover experience.
First year sales exceeded benchmark predictions by 47% and was the highest volume-driving marketing franchise in PINK Beauty history.
Drove highest number of total beauty transactions in digital.
Exclusive Early Access Loyalty offers drove high percentage of new to PINK Beauty customers
Drove incremental, top performing category support across Email, Social, App, SMS, Site, Paid Media, and Store Signage.
Love Your Body Event
Coachella
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Coachella 〰️
Coachella Experiential & Sampling Activation
Launched a PINK Beauty sampling activation at Coachella to drive connectivity and relevancy with Gen-Z audience.
Stocked safari glamping tents, upscale yurts and VIP mainstage bathrooms with coco lotion minis for exclusive guests and artists to reinforce best at body care messaging.
Resulted in 37% extended Coachella storytelling in marketing drivers.
Influencer & VIP talent campaign content drove more than 2.8 million combined reach featuring talent like Darren Barnett, Michelle Infusino, Sophia Cuerquis and Linc + Canyon.
Enthusiastic reactions and overall positive sentiment from guests receiving the minis – sizing felt deluxe and new look was highly complimented.
TikTok Campaign
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TikTok Campaign 〰️
Managed Partnerships & launches with Little Words Project & 1% for the Planet.
Owned external partnerships with Little Words Project & 1% for the Planet to drive customer relevancy and social impact of PINK Beauty product offerings and marketing storytelling.
Partnered with Little Words Project to support mission of paying it forward and tie to self-care storytelling.
Launched, strategized & executed first-ever incremental PINK Beauty experiential activation for May Love Your Body Event in partnership with Little Words Project
Integrated LWP bracelets into limited-edition beauty boxes.
Supported key environmental milestones and holiday gift sets with donation layers tied to revenue from product sales in partnership with 1% for the Planet.
Spotlighted work of non-profits associated with 1% in storytelling to drive customer advocacy.
Launched First PINK Beauty TikTok Campaign
Kicked off and briefed first PINK Beauty #DoGoodFeelGoodSmellGood dedicated TikTok campaign for the Holiday season to drive awareness of PINK Beauty’s new body care collections and give-back initiatives.
Enlisted five diverse Gen Z TikTok native influencers to share engaging content that encouraged audience to practice self-care during the busy holiday season.
Influencers showcased how to incorporate new product into their daily routines and highlighted how PINK Beauty is supporting causes they care about with exclusive gift sets in partnership with Little Words Project & 1% for the Planet.
Drove 1M+ reach & 188K+ total views with limited budget.
