Hi, I'm Donna, a brand marketer with over 10 years of experience owning content and community strategy for 14+ brands across beauty and skincare, e-commerce, food and beverage, and telehealth industries. From articles to infographics to video, my work spans countless content formats and multiple media platforms to drive consumer engagement, brand impressions, website traffic, conversions, and more.
Things I love to do:
• Brand Strategy & Campaign Development
• Content Strategy & Management
• Copywriting & UX Writing
• Content Creator Partnerships
• Creative Development & Project Management
• Social Media Platform Strategy (TikTok, YouTube, Instagram, Pinterest, Facebook & Facebook Groups)
• Social Media Customer Response & Crisis Management
• Style Guide Development
• Team Building
• User Research
I’m interested in creating meaningful experiences in digital spaces with organizations that value creative storytelling, community, and inclusivity. If that’s you, get in touch.
At Curology, I led the editorial content marketing strategy across key digital channels, including the website, SEO, and email lifecycle. I drove the development of an educational resource hub with a blog and in-depth patient guides, crafted go-to-market campaigns for new products and services, and spearheaded the relaunch of Curology's email newsletter and YouTube presence. Additionally, I restructured the brand’s organic social media strategy and operations on platforms such as TikTok, Instagram, Facebook, and YouTube, enhancing engagement and streamlining content processes.
Live writing samples include:
Ingredient Spotlight: Snail Mucin
As part of Grove’s Brand Marketing team, I led organic social and content strategy, collaborating closely with Influencer Marketing and Creative to reposition Grove as a leader in the sustainable household CPG space. Managing a Community & Social Media Team of 8, I developed a customer-centric content strategy, complete with consumer personas, messaging frameworks, and a style guide, as well as evergreen editorial calendars. In addition to this, I helped plan and execute integrated content marketing campaigns to launch new products, site features, and marketing channels. I established a community experience team to engage and support customers across social media, integrating customer service CRM into social media platforms, building a customer surprise and delight program, and a members-only private forum. My focus was to promote healthy home habits by providing accessible resources and expert advice through infographics, memes, how-to videos, and aspirational content across TikTok, YouTube, Instagram, Pinterest, Facebook, Facebook Groups, email, blog, and exceptional customer experience.
Content Examples:
Grove Spring Cleaning Checklist
Grove “Clean Minute” Video Series
January Calendar of Healthy Habits
As a freelance content strategist, I work with Resident Home’s SEO team to develop search optimized blog articles, write copy, and infographic designs for DreamCloud, a D2C luxury mattress line.
Live Articles:
How To Properly Dispose of a Mattress
How To Pick the best Mattress, According To Your Sleep Needs
Making the leap from agency to brand, I joined Minted to lead the development of its social media marketing strategy for both @Minted and @MintedWeddings. I helped significantly improve channel performance by focusing on strategic analysis, team building, original content creation, influencer partnerships, and optimizing on-site sharing. Highlights include growing Instagram followers by 254% and Pinterest followers by 125%, doubling overall UV traffic and site revenue, and increasing new customer acquisition from organic social by 167%.
Favorite Campaigns:
As Social Media Strategist for Bud Light Canada, worked with accounts + creative + clients to execute a large-scale integrated campaign for Bud Light Sensation 2014, "The Worlds Leading Dance Event". The campaign included a brand ambassador program, campus influencer program, YouTube video strategy, and live social media coverage plan. The campaign produced approximately 68M total impressions, acquired 13K new fans to the Facebook page, and 1.3K Twitter new followers. 💪
As the Community Manager of Kraft Dinner (Kraft Macaroni & Cheese), I worked closely with creative team to hone in on audience demographic to create content that would resonate with our audience and help them "let their fun out". The collaboration produced some deliciously zany content narratives that included a KD Pool Party made entirely out of noodles and condiments, KD Caricatures (fans submit photos of themselves to be transformed into KD superheroes), KD Fun Shop (a live-action KD Fun House), and a surprise and delight delivery to Shaquille O'Neal (who we heard was a big fan of "Shaq N Cheese").
As a new member of the Anomaly agency, I took on Community Manager duties for Crown Royal Canada in May, 2014. With no paid support or promotions, engagement levels and new fan growth was showing decline in numbers. I quickly began a community audit to hone in on what messaging best resonated with our target, weaving in these findings into editorial concepts + briefs with clear objectives for creative teams to execute. Under this revised content strategy, our team created a 37% increase in engagement, and 1.1K new fans in only two months.
As Community Manager of SVEDKA Vodka, I helped managed an active community of over 1.1 million fans across Facebook, Twitter, and Instagram. It was my responsibility to come up with fresh and fun content and moderation tactics to engage SVEDKA’s target audience of millennial men and women. SVEDKA published content 6 days a week, resulting in the production of approximately 400 original images with the highest organic account engagement to date. FUN FACT: The SVEDKA Facebook page grew over 500,000 fans in under 1 year, largely due to the popularity of content among fans. 💃
Under Nestlé, I took on a Community Manager/Social Strategist/Producer role for AERO Chocolate, SMARTIES, Skinny Cow, and (the crown jewel of chocolate) KIT KAT. My goals were to engage superfans with witty banter, develop cool editorial concepts and organized calendars, but also source props to help style + photograph original dessert recipes. What a trip!
My hard work for Nestlé at OneMethod did not go unnoticed. I was awarded One Methods Most Valuable Player of 2013 and promoted to Social Strategist. 😍
Where consumption meets creativity. As Social Media Strategist, I helped hone in on audience behaviors to develop a deliciously shareable (and entirely edible) content program for SMARTIES Canada. 👍
