Frankly

Brought on by Club Kuma, a creative agency, to build the social media presence of Frankly, an emerging fragrance brand, from inception. Took full ownership of the brand's digital identity as part of the agency's broader portfolio, working alongside the Creative Director, Brand Managers, and a team of interns to own the full content pipeline from concept and shoot to edit and publish across Instagram, TikTok, and Pinterest.

Conceptualized, shot, and edited content daily, developing a visual language and brand voice built to grow with the brand. Managed a monthly content calendar aligned with marketing and product development timelines, ensuring every post felt cohesive and intentional. Oversaw UGC strategy, seeding product to creators to build authentic community momentum from launch.

Produced AI-generated imagery to supplement the content library and managed PR kit distribution to amplify the brand's early reach. Coordinated with Brand Managers on graphic design direction and advertisement alignment.

A standout achievement: in-house content consistently outperformed professionally produced campaign assets by 4.6% in average reach per post, a direct result of creating content that felt native to each platform rather than polished and broadcast-style. Built a brand identity people genuinely wanted to be a part of.