Dollar Shave Club
INFLUENCER ASSOCIATE
Role Overview
I lead the end-to-end influencer marketing engine for Dollar Shave Club, managing a $1.5M annual budget to drive brand growth through authenticity and cultural relevance. I spearheaded high-profile initiatives—including the B.S. Meter and College Handle campaigns—while acting as the primary bridge between creator strategy and C-Suite expectations. By architecting a cross-functional workflow with Paid Media and Acquisition teams, I delivered high-impact UGC and whitelisted assets that maintained efficient CPMs between $5–$10. My role is defined by a commitment to data-driven storytelling, providing the CEO and senior leadership with comprehensive performance insights that bridges the gap between community sentiment and bottom-line ROI.
BEST RAZOR EVER CAMPAIGN
The "Best Razor Ever" campaign delivered high-scale impact and record-breaking efficiency. Key highlights include:
Massive Reach & Efficiency: Garnered 16 million impressions while slashing CPM by 62% ($61 to $23) year-over-year.
Top-Tier Engagement: Achieved a 3.37% engagement rate, significantly outperforming the 2% industry benchmark.
Cultural Resonance: Success was driven by Couple Comedy, Cosplay, and Gaming creators who blended product placement with authentic storytelling.
Collaborative Content: Multi-person interactions (friends/couples) proved more shareable and engaging than traditional, solo-led advertisements.
COLLEGE HANDLE CAMPAIGN
The Dollar Shave Club (DSC) Collegiate campaign at Walmart and online successfully prioritized high-intent engagement over broad reach, proving that quality of audience outweighs raw volume.
High-Impact Engagement: Garnered 1 million impressions and over 35,000 engagements, resulting in a 4% engagement rate—double the industry benchmark.Retail Momentum: "Findability" messaging effectively converted interest into action, driving 3.9K clicks and 1.7K saves, signaling strong purchase intent for Walmart and DSC platforms.Targeting Precision: While CPM was higher than average ($88), the campaign delivered a $0.09 Cost Per Interaction (CPI), beating the industry standard by 55%.
Creative Resonance: An 13.96% Impression Rate (vs. 10% benchmark) confirmed that the collegiate-themed creative deeply resonated with the target demographic..
