I was responsible for all original brand and marketing content at LoveSeen. Conceiving, capturing, writing, editing, and producing everything the brand put out — across social, e-commerce, and retail channels. I helped build the visual and editorial identity of the brand from scratch and maintained it consistently as the company scaled, ensuring every asset served both brand awareness and direct commercial goals.

From day one, I led LoveSeen's communications strategy with an out of house Partner, Studio Beauty — pitching, seeding, and executing press outreach that resulted in 693 articles, 7 television appearances, 4 conferences, and features in Vogue Netherlands, Elle UK, The Wall Street Journal, The New Yorker, and Glossier. Combined reach: 12.5 billion.

I produced all brand and marketing content for LoveSeen's largest commercial milestone: a simultaneous launch in 1,001 Target stores and on Target.com in February 2022. I managed photoshoots for both the Target and LoveSeen landing pages, and coordinated earlier retail expansions into Goop and Mecca Australia in 2021.

I managed @jennalyonsnyc and treated Jenna's personal platform as an extension of LoveSeen's identity. My work grew her follower count by 62%, increased video engagement by 813%, and lifted impressions by 252%.

I initiated and executed a series of high-profile brand collaborations: Jenna Lyons x Glossier, Mejuri, 1stDibs, and ABC Carpet and Home. I also built LoveSeen's Makeup Artist Pro Program — a membership-style initiative offering exclusive pricing and content opportunities to professional MUAs, creating a grassroots network of brand advocates.