Building a Social-Driven Beauty Brand Community
Developed and executed a content strategy that elevated brand storytelling, improved content quality, and fostered community engagement across a small peer team.
Challenge & Context
MONAT is a social-first beauty brand where I led content strategy, creative direction, and peer mentorship. My work focused on improving content quality, building community trust, and implementing systems to help a small team create more consistent and impactful branded content.
Content across the distributor network was inconsistent and lacked clear strategic direction. The opportunity: elevate brand storytelling, create repeatable content systems, and support a small peer team while growing an engaged audience
Role & Approach
I built a content strategy rooted in three pillars: education, storytelling, and community. I introduced planning tools, content themes, and coaching so that my small team could produce stronger, more aligned content.
I led photoshoots, facilitated team collaboration, and mentored others on branding, messaging, and digital presence, helping them refine how they showed up online as extensions of the brand.
The build & Execution
Content Strategy: Developed monthly themes, captions, and story-driven campaigns.
Visual Direction: Shot and art-directed lifestyle and product photography that emphasized approachability and authenticity.
Team Enablement: Created templates, guidelines, and offered guidance to peers, helping the team produce higher-quality content with minimal oversight.
Community Engagement: Leveraged authentic storytelling to grow audience trust and engagement.
Output/Impact
Elevated content quality across multiple creators
Cohesive visual and storytelling approach implemented across social
Engaged, trusting community of followers
Repeatable frameworks that supported consistent brand presentation
Strengthened the brand’s social presence through high-quality, strategic content
Built credibility and influence within a small peer team
Drove meaningful audience engagement without relying on transactional tactics
This experience sharpened my ability to create social-first content that feels human, emotionally resonant, and community-building skills that now influence how I develop campaigns and brand storytelling as a Creative Director.