INFLUENCER ACTIVATIONS
I lead all influencer and brand partnerships for the @nutrafolmen account with a monthly budget of $30,000. I have successfully launched multiple influencer activations from developing the content plans, handling negotiations, and going live. I have worked with accounts as small as 10,000 followers to above 1 million. These activations have been able to increase our reach and brand awareness, leading to an increase of over 2,000 followers. Some examples are below:
Along with lifestyle influencers, I also work with a variety of medical creators to create content focused on health and wellness, while mentioning the efficacy of Nutrafol Men.
I also contracted product/UGC content from micro-influencers to use for trending audios and other social activations.
GQ
Throughout Q1/Q2 of 2023, Nutrafol launched a campaign aimed at inspiring our male audience to take action against their thinning hair. One component of this campaign was to do a video series with GQ called ‘Barbershop Talks’ and pair prominent male influencers + athletes with celebrity barbers to open up the conversation around hair thinning. My role in this activation was to help source talent, work with the GQ team to execute the social cutdowns, write copy for the posts, and take them live. I also worked with the barber’s and talent’s teams to have them share the posts to maximize reach. Collectively, these videos amassed over 10K views and brought in over 200 new followers.
Live Episodes: Nick Wooster | Brenden Fallis | Isaiah Hodgins
As an extension of this video series we then contracted our influencers to create social content to recap their experience, chat about why hair health is important to them, and continue this important discussion. I met with each influencer to help script the content and provide them key talking points in a brief.
Social Posts: Nick Wooster | Brenden Fallis | Isaiah Hodgins
SEPHORA
In January of 2023, Nutrafol and Nutrafol Men launched on sephora.com and in select stores. To support this launch, I was tasked with creating social content and work with influencers to create brand awareness.
One aspect of this was to work with male Sephora Squad Members to tap into their audiences and create content sharing their hair stories, how Nutrafol Men fits into their routines, and how they are excited that they now can shop our brand at Sephora.
I was also tasked with testimonial and product focused videos to support the dot.com launch. Before the product launched on Sephora’s website, I had to supply the Sephora team with new testimonials and product videos + graphics to be added to the product page. This project was split into two parts, one was briefing in our creative team on the graphics we wanted to have. Our focus was to break down our ingredients, our efficacy, and timeline to help customers quickly get a 360 of what to expect when choosing to take Nutrafol. The second part was contracting new testimonials from active users, which I helped script and edit per Sephora’s best practices. You can view all of the graphics and videos HERE.
GIVEAWAYS
To accelerate growth for the @nutrafolmen handle, I orchestrated a series of high-impact brand and creator partnerships. A standout collaboration with influencer Derek Chadwick showcased a tailored hair care routine to a highly relevant audience (80% male, ages 20–30), resulting in 250K views and a 48% increase in engagement compared to his previous brand benchmarks. Additionally, I spearheaded a cross-functional initiative with the Email/Retention team, leveraging a surge in male subscribers to drive a social giveaway. This integrated campaign boosted daily follower growth by 27% above the baseline, proving the power of syncing social strategy with wider marketing funnels.
INSTAGRAM LIVES
To deepen audience education and brand authority, I produce a year-round series of Instagram Live segments focusing on stress, nutrition, and lifestyle. I manage the entire production pipeline: from drafting 'Run of Show' scripts and navigating strict regulatory and brand approvals to scouting and contracting influencer talent. Beyond pre-production, I direct the live experience by managing guest rehearsals, troubleshooting technical logistics, and serving as a real-time moderator to bridge the gap between our audience and experts during Q&A segments.
You can view examples HERE | HERE | HERE | HERE | HERE | HERE
CONTENT CREATION + STRATEGY
I was recruited by Nutrafol to spearhead the launch of the @nutrafolmen ecosystem across Instagram, Facebook, TikTok, and YouTube Shorts. As the lead strategist, I manage the full content lifecycle—from scripting medical and product-focused Reels for internal experts to producing 'Founder Story' content featuring CEO Giorgio Tsetis. By bridging the gap between creative vision and project management, I lead bi-weekly production sprints and brief our creative team to ensure a consistent, high-conversion brand voice. Through a mix of targeted influencer partnerships, community management, and strategic giveaways, I successfully scaled the Instagram presence to 10,000+ followers from the ground up.
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