Building a Social-Driven Beauty Brand Community
Built a content strategy that strengthened the brand’s story and supported the team in creating impactful content.
Challenge & Context
MONAT is a social-first beauty brand with a growing distributor network. Content quality and storytelling varied widely across creators, and there wasn’t a consistent framework for producing strategic, audience-driven posts. The opportunity was to elevate the brand’s visual and narrative approach, create repeatable content systems, and support a small team in producing engaging, high-quality content that strengthened community trust.
Role & Approach
Led content strategy and creative direction to bring clarity to MONAT’s social presence. Focused on creating a consistent narrative, strengthening community trust, and supporting the team in producing high-quality content.
Oversaw photoshoots and guided visual direction, while coaching team members on messaging and branding to ensure content reflected the brand and resonated with the audience.
The Build & Execution
Content Strategy: Developed monthly themes, captions, and story-driven campaigns to create a consistent narrative across channels.
Visual Direction: Art-directed lifestyle and product photography that highlighted approachability and authenticity while reinforcing brand identity.
Team Enablement: Created templates and content guidelines to support the team in producing high-quality content with minimal oversight.
Community Engagement: Guided the creation of authentic stories that increased audience trust and interaction, emphasizing relationship-building over transactional messaging.
Improved content quality across multiple creators
Established cohesive visual and storytelling systems across social channels
Strengthened audience engagement and trust
Created repeatable frameworks that enabled consistent brand presentation
Elevated team capabilities and collaboration
Drove meaningful interaction and connection with the community
Impact & Results
This experience reinforced how to build social-first content that feels human and emotionally resonant. It also strengthened my approach to developing campaigns, brand storytelling, and team enablement as a Creative Director.