Alexis D.

Team Lead, Platform Strategy & Project Management of Content Development

Led brand social strategy, stretching across Instagram, TikTok, Pinterest, Facebook, X and Threads. Hired originally to manage opening the @Spanx TikTok account, I was rescoped to oversee all brand channel operations, from campaign strategy and project management through final execution. I also managed all brand influencer partnerships, from initial briefing to contracting. I reported into the Sr. Director of Social and PR. Highlights •Owned content strategy around the Fall 2023 Pop-Up Tour (NYC, DC, Miami), including contracting city-specific brand partners to drive awareness. Overall estimated impressions for all three activations 15.6M+ • Project managed Spanx’s first brand campaign starring The Pasta Queen, Charli Howard and Allyson Felix, from organic social content to paid ads strategy. In just four weeks, paid ads garnered 96M+ impressions and 5.3M+ social impressions, with a 640% increase in engagement across our social channels • Reworked @Spanx always-on Instagram strategy, effectively gaining 200% increase in engagement in 18-month timespan https://linktr.ee/spanx

Hired to roadmap and execute strategy for @Spanx on TikTok; managed external TikTok creative agency.

ZenWTR is a mission-based alkaline water brand, working to rescue 50 million pounds of ocean-bound plastic by 2025. I managed the day-to-day presence of ZenWTR’s digital footprint by leading content direction, copywriting, and influencer partnerships. I contributed to the management of Celebrity Investor relations and reported directly to VP of Marketing and CMO. • Led organic and paid media strategy across Instagram, TikTok, Facebook, LinkedIn and Twitter • Grew TikTok account to 200K+ followers with consistent posting, introducing Spark Ads, influencer partnerships and trends • Owned in-house product seeding program (including paid events) through manual outreach and market research • Delivered monthly in-depth recap on overall social platform performance, focusing on reach, effectiveness and identifying successful strategies, utilizing Dash Hudson platform • Pitched strategies to investor partners for specific campaigns and organic moments, with talent including Paris Hilton, Khloé Kardashian, Erin + Sara Foster, Max Homa, Travis Kelce and Zoe Saldana • Proactively engaged with field sales team and retailer partners to ensure promotions were captured on social and were supported by paid ads • Directly managed in-house team members and contracted agencies (PR, Paid Media) I was hired in July 2021 to work on two brands under the same umbrella: mymuse and ZenWTR. While working at mymuse, I oversaw the launch of the brand on socials, including partnering with TikTok's first family, The D'Amelio's. mymuse was featured on The Ellen Show to announce the partnership, garnering 150M+ impressions on TV and social. I handed off my work on mymuse in March 2022 to fully focus on ZenWTR. ∙Day-to-day manager of @drinkmymuse social accounts (Instagram, TikTok, Facebook, Twitter) ∙Point of contact for influencer outreach and partnerships, including celebrity partners (D'Amelio Family) ∙Onboarded and managed outsourced agencies on daily basis (PR, TikTok, Instagram)

Reporting into the Creative Director, I managed content development for paid and organic usage via quarterly photoshoots, strategized social media planning, led copywriting and spearheaded community management for all platforms (TikTok, Instagram, Facebook, Pinterest, YouTube). I also utilized Adobe Applications to create and edit original content for corresponding channels and Spark AR Studio (Facebook) to code unique and engaging instagram filters in-house. Direct reports: 2 •Conceptualized ideas, then executed for all platform needs •Created LANEIGE US TikTok account leveraging original and HQ-developed content, garnering 3 SEPHORA reposts, 200K+ likes and 4.3M+ organic lifetime views in 9-month timeframe •Grew innisfree US Instagram account by +11.5% during 2020 pandemic •Launched innisfree US TikTok account with only brand-owned content, garnering 24K+ likes and 600K+ lifetime views in 9-month timeframe with 2 viral moments, which sold-out product in-store and online at SEPHORA •Partnered with cross-functional teams (for all brands) to ensure product focus and messaging was consistent •Led social-facing initiatives to support .com and retailer features •Community Manager & Copywriter for Sulwhasoo US and AMOREPACIFIC US (Instagram, Facebook, TikTok)

•Led 360 press and event plan for KORRES’ first global launch (Sept 2019: Hydra-BiomeTM) including invite list, production and press outreach, which garnered over 124MM Estimated Impressions, including paid campaigns with @ChloeMorello, @KatieJaneHughes and @MannyMua733 •Owned press strategies from conception to execution, including for HSN “Today’s Special” On-Air exclusives, seasonal and new launch mailers •Conceptualized brand collaborations for targeted products and overarching brand partnerships, including HSN (TV) exclusives •Managed subcontracted PR agencies (two) regarding press placements, beauty award submissions, press events and launch plans •Cultivated and maintained brand relationships with influencers of macro and micro scale, for both paid and non-paid promotional opportunities •Produced ownable brand content for current products and upcoming launches to create new brand language that is universal across all accounts •Contributed to launch plan rollout for retailers, including Sephora, TV (HSN, TSC, QVCUK) for new products and upcoming rebranding •Community Managed @KORRES.Skincare IG Account and contributed to 6K+ follower growth in 3-month period

Supported North America Marketing and Wholesale departments • Directly reported to N.A. CEO and Sr. Manager of Wholesale • North America contact for marketing assets including imagery, promotions, press releases and sell sheets • Liaison with Global HQ on new launches and marketing initiatives to ensure timelines were met • Managed subcontracted PR agency regarding influencer relationships, social media accounts, press placements and launch events • Oversaw 6+ brand activations for 2018-2019, including editor meetings, Israel Press Trip and influencer events to drive product and brand awareness • Constructed social calendar for @AHAVA and @DeadSeaEssentials global Facebook and Instagram accounts and community managed • Had risen IG following 20k+ in 10 months with limited paid initiatives- through reconstruction of brand identity by direction of photography and language • Managed off-price line, Dead Sea Essentials: marketing asset and product development process for new launches • Maintained relationships and assisted in planogram design with retailers such as HSN, ULTA, Sephora CA, Kohl’s, Amazon, Macy’s, Lord & Taylor and Military stores • Lead brand education training for new employees, retail store teams and field teams • Contributed to $3.5MM+ subscription box placements and partnerships for FabFitFun, BoxyCharm, Ipsy and Macy's Beauty Box for 2018-2019 • Managed creation of A+ pages for Amazon Business • Spearheaded Ulta GMC 2019 booth activation for 1,700+ Ulta manager attendees • Identified new outlets for brand awareness initiatives, including trade shows, donations and partnerships (influencer and brand) • Managed internal product closet inventory

Curated Content on a monthly basis for @Please Instagram Account (1.2M following as of 2019)

•Product Development (Hair Color), Marketing (NA and Global), Head Global Account Liaison •Key team member of SOCOLOR CULT - creation, testing and global execution •Owned product artwork process on the marking side via ESKO and FLOW servers for the SOCOLOR.beauty business, dealing with international translations, copy alignment, etc •Key liaison between the Global DMI team, creative, international markets , Claims, R&I, and Matrix Education •Assisted in creation of marketing materials that are distributed throughout the entire international SCB business •Projected manages the analysis of prior SCB/SC launches to better gain insight for future launch strategies •Compiled trend research and forecasts to create seasonal collection themes for future SCB/SC launches •Prepped internal swatch books and samples for distribution to markets •Owned swatch-board creation process that is used for internal and external presentations on color collections, from in initial concept to full creation •Project managed the developed goods send-outs to global contacts following a new launch •Updated competitive analysis daily in the permanent and semi-permanent hair color spectrum •Coordinated new shade testing with L’Oreal Professional Testing Center •Contributed to community managing the @Matrix Global Instagram account •Performed admin tasks as assigned

Minor: English