Kristine Ayala

• Develop social media strategy for RoC Skincare's platforms - Facebook, Instagram, TikTok & YouTube. Strategy implemented resulted in a 494% increase in IG followers and 305% YOY increase in EMV • Launched RoC's TikTok channel growing to 100k followers in under a year • Oversee day-to-day community development and strategy execution on all social media platforms • Lead social photoshoots for new launches, promotions and evergreen content • Own creation of monthly social content calendars partnering with various departments to create and execute innovative social campaigns for key product launches and ongoing support • Lead and execute influencer marketing strategy, including ongoing gifting, relationship building and paid partnerships. Curate strong personal relationships with leading talent and agencies. • Manage the execution of all influencer campaigns from start to finish, including sourcing, outreach, negotiations, on-boarding, contracting, briefing on content specifications, review of deliverables, billing, and reporting • Manage monthly influencer IG/TikTok campaigns that continue to result in products going viral and selling out at store retailers increasing sales and EMV YOY. Led 35+ TikTok campaigns for RoC thus far. • Analyze and report on the effectiveness of influencer initiatives, evaluating engagement levels, impact and EMV • Ideate mailers for all talent including influencers, dermatologists, press, vip, and retailer partners • Manage a team of three direct reports

• Oversaw and developed social media strategies to support overall company brand, initiatives and campaigns • Created and managed monthly social content calendars in collaboration with internal creative and marketing teams • Led content strategy for Movado campaign launches • Effectively translated social sentiment/listening into ideas and strategy • Developed recap reports following campaign executions to measure and evaluate value, including ROI and performance metrics • Compiled and analyzed data across social media platforms and created weekly/monthly reports, including analysis for insights, optimizations and future strategy developments • Crafted end-to-end influencer campaigns that supported brand initiatives, objectives and KPIs • Maintained strong relationships with online influencers and cultivated new relationships with influencers on emerging platforms • Oversaw campaigns to ensure timely delivery of influencer assets and coordinate logistics based on talent contracts

Founder of beautyinnyc.com, a popular New York based beauty blog. • Wrote, edited, published, and promoted editorial content • Partnered with relevant brands to create sponsored content • Regularly attended industry events to remain informed about the latest beauty product launches

• Developed social media strategy for Ouidad's platforms (Facebook, Instagram, Twitter, YouTube, and Pinterest). Strategy implemented resulted in a 343% increase in followers and 1,689% increase in engagement overall. • Oversaw day-to-day community development and strategy execution on all social media platforms • Created monthly social content calendars in collaboration with internal creative and content teams • Partnered with marketing, eCommerce, education, creative, and wholesale departments to create and execute innovative social campaigns for key product launches and salon support • Oversaw Community Manager and Assistant Social Media Manager • Compiled weekly and monthly reports • Managed all paid social advertising campaigns • Led and executed influencer marketing strategy, including ongoing gifting, sponsorships, and event planning

• Led social strategy, growth, and management for L’Occitane U.S. • Managed social media platforms including Facebook, Twitter, Instagram, Pinterest, YouTube, and G+. • Launched Google+ platform for the brand (over 700k+ fans in under a year) • Monitored and responded to customer inquiries on social media platforms in real-time • Managed social advertising, including Facebook ads, Twitter promotions and Youtube ads • Executed campaigns, contests and promotions across social platforms, including sampling operations • Collaborated with retail marketing team to increase store traffic for upcoming in-store events from social platforms • Partnered closely with PR team on relevant partnerships with brands, bloggers, vloggers, and social media influencers • Compiled and analyzed reports • Managed associate team members

• Launched GLOSSYBOX brand in the U.S. • Developed, planned, and executed social media and blog content • Managed social media platforms including Facebook, Twitter, Pinterest, and YouTube • Maintained monthly and yearly roadmaps to execute social media strategy • Administered weekly Twitter parties that resulted in a 75% increase in engagement and followers • Oversaw and produced majority of editorial beauty content for online GLOSSYMag • Managed blogger outreach programs and ambassador network • Managed social media team, including departmental interns • Led paid media strategy to drive brand awareness and sales