Autumn Johnson

• Drove +48% YoY growth in orders and +36% YoY growth in sales during Black Friday/Cyber Monday through campaign-led content, urgency-driven messaging, and cross-channel execution. • Created evergreen paid video assets contributing to +25% YoY unit growth and +35% YoY revenue growth; assets selected for long-term use based on performance. • Produced high-performing short-form video, Reels, TikToks, and carousels that elevated brand presence and drove measurable engagement and conversion. • Established visual storytelling frameworks (e.g., color-led product identity, ingredient-driven styling) adopted across multiple product lines and seasonal campaigns. • Developed and deployed social campaigns that directly increased tasting room reservations and on-site engagement, with measurable impact confirmed by Hospitality leadership. • Recognized by CMO, department leads, and external partners for elevating McEvoy Ranch’s digital presence and consistently “making the brand look polished and cohesive.”

• Increased Reel engagement +32% and video completion +41% through platform-optimized storytelling • Supported launches and evergreen content driving +18% lift in product page traffic • Represent the voice of the online consumer in cross-departmental meetings, supporting broader marketing communications initiatives and website content updates. • Translated fragrance and sensorial concepts into repeatable, social-first formats • Work alongside external media agency to support paid social strategy on TikTok and Instagram, identifying top-performing organic posts to amplify and testing creative optimizations.

• Managed content calendars, ensuring the timely delivery of high-quality content, while maintaining the brand's voice and aesthetic standards. • Initiated collaborations with other TikTok and IG content creators to expand brand reach and fostered community engagement through active account management and response to comments. • Curated content across 4 social channels ensuring a cohesive online brand identity • Tracked, analyzed, and reported weekly analytics and KPIs to management using Hootsuite and Sprout Social, adapting strategies to optimize results. • Pitched, developed, and produced short video content on Tiktok and Instagram, resulting in substantial growth in 2 months • Coordinate with PR and marketing teams to identify and hire content creators for paid collaborations

• Developed engaging video and photo content for Instagram, TikTok, & Facebook resulting in current 22,000+ weekly impressions on Instagram, achieved over 12k followers within a 1 year period, and current 9.24% conversion rate for online store • Scheduling and posting original social media content, including product shots, videos, stories, and infographics that supports the company's marketing, branding, and community on all socials • Staying educated and informed on new trends/practices in marketing and experiences by finding creative ways to adapt content to stay meaningful, as well as strategize new opportunities for connection and revenue on emerging platforms

• Worked with founder directly coordinating all aspects of platforms, creating and implementing new ideas for social media plan in preparation for launching line of products • Scheduled posts in advance and monitoring engagement metrics • Research and report on skin care industry design trends • Collaborated with internal team of graphic designers, motion artists, photographers, and editors to create and direct high-quality campaign creatives and maintain brand aesthetics • Assisted with styling sets for photoshoots and content creation • Identified and developed measurable influencer partnerships that align with company’s goals

• Developed logo and brand assets, web design, social media collateral, stationary, style guide, color palette, etc. from initial conception to completion aligning with brand’s values & purpose • Created vivid concept imagery and physical packaging mock-ups for rebranding existing package labels to to create a unified aesthetic for all brand materials