Premier Yarns
SOCIAL MEDIA AND INFLUENCER MANAGER
Role Overview
In this dual-focus leadership role, I spearheaded the brand’s social and influencer ecosystem, driving a 87% increase in total following (from 54K to 101K) through high-velocity cross-platform strategies. I managed a $120K influencer budget, meticulously optimizing spend to acquire 7,500+ new followers in just eight months while scaling the Affiliate Program to 213 active partners. By aligning creative content calendars with performance data from Dash Hudson, I grew monthly affiliate revenue to a consistent $50K–$65K, representing a 20% YoY increase. Beyond the numbers, I led a cross-functional team and a direct report to ensure community management and PR logistics were executed with brand-level precision.
SOCIAL GROWTH
Upon joining Premier Yarns, I transformed a stagnant social presence into a high-growth engine by implementing an 'always-on' content strategy. Moving away from inconsistent posting, I executed over 250 original assets and 32 influencer collaborations, resulting in a 70% increase in Instagram followers (47K gain) and a 166% increase on TikTok. My approach was rooted in deep data analysis; by identifying high-conversion triggers in shares and saves—such as a viral December activation that garnered 10K shares and 22K likes—I was able to predict and drive spikes in audience acquisition. This measurable growth solidified the brand’s relevance in a highly competitive niche market.
INFLUENCER COLLABORATIONS
I directed the comprehensive influencer and brand partnership strategy for Premier Yarns, overseeing a $120,000 annual budget. From initial negotiation to final execution, I have launched a series of high-impact activations—including product launches, Instagram Lives, and 'Day-in-the-Life' narratives. By diversifying content types and leveraging trending audio and creator-led storytelling, I significantly expanded the brand's digital reach. These strategic partnerships have not only bolstered brand awareness but have directly contributed to an acquisition of over 7,500 new followers within my tenure.
STRATEGY + CONTENT CREATION
I lead the strategic social media architecture for all Go-To-Market (GTM) launches, translating product goals into high-converting digital campaigns and entertaining social content. For the Parfait Chunky Neons debut, I orchestrated a targeted PR activation across 15 affiliates, generating over $25,000 in direct sales through custom discount codes and coordinated short-form content. Beyond sales, I specialize in community-focused live programming that drives brand sentiment. A standout example includes our Lunar New Year collaboration with designer Amy Ting; by producing an IG Live that blended cultural storytelling with technical tutorials, we reached over 1,000 unique viewers and fueled over 10,000 pattern downloads, making it one of the most successful digital assets in the brand's history.
Lunar New Year Instagram Live | I Love Yarn Day Instagram Live
