Essie is the color authority. For almost a year, I have concepted and executed a variety of posts to communicate this throughout social media. What I find most exciting about social media is how you can test content instantaneously and learn from it. When I started working on the brand, the posts were averaging 18k likes and had low engagement. Over time, working closely with the strategy team, we've doubled the content's impressions and engagement across all channels. By monitoring fan behavior and current interaction with the posts, we learned what they found inspiring and found creative ways to serve up content. Aside from collaborting with strategy, I was responsible for leading a team of two in the concepting, crafting, styling, photographing, retouching and optimizing posts for various platforms.