Marketing Content Specialist

August 2021 - April 2022

As the Marketing Content Specialist for Enlightened Equipment, my daily responsibilities include managing the company’s sizable social media platforms, all content creation (including but not limited to: newsletter campaigns, all Instagram stories, reels, feed post, wholesaler catalogs, giveaways, product page editing on the site, Facebook and Instagram ads). I was the main point of contact for EE’s ambassadors; I interacted with customers through the platforms, created and published ads, and completed large projects, as assigned quickly and efficiently.

Social Media Management: I was responsible for daily posts to both Instagram and Facebook; monitoring and responding to comments and messages, engaging with our followers, posting stories twice a week, and hosting or participating in large giveaways with other brands. The stories posted twice a week were conceptualized and created entirely by me; I noticed that ‘games’ always garnered a lot of engagement as well as informational stories, like the FAQs. The games were things like, “Guess the Base weight”, “Can You Identify this trail landmark?”, “Trail Trivia”, and a random quilt color combo generator.

Newsletter Campaigns & Email Marketing: I created weekly newsletter campaigns, using MailChimp, that were sent out to the large subscriber list. These newsletters highlighted upcoming sales, drops, product features, or news in the Ultralight Hiker world. These generated sales ranging from $3k - $105k depending on the newsletter content. I dug into and developed strategies around email marketing to create the optimal and most effective campaigns for the company. These were created and sent out weekly. Collaboration was an important part of creating these emails - I worked closely with our photographer to get exactly what was needed to make a successful campaign.

Ads: I worked closely with the Marketing team to create and manage ads on Facebook, Instagram and Google. We took a course offered by UW Madison on Social Media Marketing, which helped us create very successful ad campaigns. These resulted in ten’s of thousands of impressions, link clicks, sessions and high revenue. I worked closely with our photographer to take the product shots for these ads which generated hundreds of thousands of dollars in sales for the company, running over a period of months.

Yotpo: This was a project that I took from basically the ground to completion. The previous review system that EE utilized on the site was pretty basic. We wanted to use a system more like Amazon’s, where customers could include pictures with their reviews, they can ask questions directly on product pages, sort reviews by rating or any other specifications. This project was around 4 months long, and is still something that requires daily monitoring. I worked closely with Yotpo and the Customer Service team at Enlightened Equipment to ensure this project’s completion and success.