Highlights
Brought in from agency to build and scale Beautycon’s digital ecosystem.
- Directed the marketing team’s digital strategy, launching an editorial platform, expanding into subscription commerce, and scaling the global festival footprint.
- Oversaw a 20-person editorial team (freelancers + full-time) under a newly hired Editorial Director, producing branded and influencer-led content that drove measurable acquisition and engagement.
- Architected and executed 360° partnerships—exclusive events, editorial and web content, influencer programming, and experiential campaigns—for partners including Harajuku Lovers, JCPenney, SkinFix, Nike, and Barbie.
Concept: influencer campaign for Skin Fix
Concept: nasty gal x beautycon
Concept: #Beautyconbff promo video
Built SXSW surprise pop-up with tyler oakley, meredith foster + bethany mota
Beautycon BFF | Subscription Box
- Built and launched Beautycon’s subscription box program, combining in-house branded products with leading beauty brands.
- Scaled from 1,500 inaugural boxes to 21,000 active subscribers within the first year.
- Secured and executed four high-impact influencer collaborations with Grav3yardgirl, Kandee Johnson, Jojo Siwa, and Bethany Mota.
Beautycon Festivals | Global Expansion
- Transformed a single-city festival into a five-city global tour spanning Dubai, London, New York, Dallas, and Los Angeles.
- Increased total attendance six-fold in one year through integrated customer acquisition and influencer partnership strategies.
Content Strategies | Editorial & Creative
- Directed cross-team content strategy across editorial and creative, aligning execution with acquisition goals and exposure metrics.
- Produced and scaled multimedia programs that grew reach, strengthened community engagement, and drove measurable growth.
