Too Faced Cosmetics, an Estee Lauder Company, is one of the top ten beauty brands on social. So how do you maintain that ranking and continue to innovate? That’s what I oversaw at this beloved Gen Z and Millennial brand.

I managed an 11 person global department, delivering high ROI content and social platform strategies that drove 11% of monthly website visits and +19% YoY social fan growth (to 16.5M fans). Always first to market, I established our TikTok account in 2019 and worked on the first Beauty industry paid media campaign on the still nascent platform.

I worked closely with Creative, Retail, and Product marketing to oversee monthly new product launches and deliver Market Week pitches for our retail partners at Sephora, Ulta, and Macy’s.

I also restructured the influencer marketing strategy, delivering a 10%+ YoY increase in Earned Media Value.