During my internship at Future Beauty, I designed a TikTok and Instagram campaign to launch the brand’s College Ambassador Program. I created a series of short‑form videos that followed a day‑in‑the‑life narrative and incorporated trending audios and challenges. We encouraged participants to share their own morning routines featuring Future Beauty products using the hashtag #FutureBeautyCampus. I collaborated with micro‑influencers at universities to seed the trend and managed the content calendar, editing and posting schedule, and community engagement. Over the two‑week campaign we saw a significant increase in follower engagement, hundreds of user‑generated posts, and a surge of sign‑ups for the program. The campaign succeeded because it tapped into authentic student lifestyles and told a cohesive story rather than pushing a hard sell.

I make staying current part of my daily routine because platforms and algorithms evolve so quickly. I read newsletters and blogs like Social Media Today, Later’s blog and HubSpot’s marketing updates to understand new features and algorithm changes. I also follow social media strategists on LinkedIn and Twitter and participate in creator communities where people share emerging trends and best practices. My business classes at Skidmore encourage me to use data, so I regularly review analytics on TikTok, Instagram and YouTube to see how content performance shifts when an algorithm update rolls out. Finally, I spend time on the apps themselves—saving trending audio, effects and formats—so I can adapt those trends for the brands I work with in a timely and authentic way.

During my marketing internship at Future Beauty, I created influencer and social media campaigns for our launch and College Ambassador Program. I researched and identified micro‑influencers whose audiences matched our target demographic, reached out to them with collaboration proposals, and produced trend‑driven videos and graphic assets that lived across TikTok and Instagram. I managed a content calendar, edited reels and posts, and analyzed engagement metrics to see which formats resonated. Additionally, in a business simulation for Skidmore College I led a marketing strategy for Nike’s new product line, where my team conducted market research, developed an integrated campaign and presented to a panel. These projects have strengthened my ability to build relationships, tell brand stories through social media and adapt quickly to new platforms. I would be excited to bring these skills to W Labs and help elevate your influencer partnerships and social media presence.