You might be wondering:
What does meaningful brand building actually look like?
Let’s start with real-life examples of brand strategy done right. Below, you’ll find snapshots of my experience with growth and retention marketing, social media and website content, partnerships, paid media, go-to-market campaigns, and more.
I found my fire with Otherland.
I found my fire with Otherland.
I was a part of the single-digit team that brought the energy of art, design, and fragrance to every moment at home with Otherland.
Our team was best-in-class for D2C strategies, setting the standard for the modern small business. Our creativity and innovation eventually led to a successful exit and acquisition by CURiO brands, a renowned name in the home fragrance industry.
As the Senior Manager of Brand Marketing, I ushered in an era of unprecedented growth on social media, innovative email strategy, dynamic events and activations, optimized collaboration, and wave-making leadership.
Unmatched success on social.
Through meticulous content testing and data-driven strategy, I drove a 10x increase in TikTok followers in under one year. Our content would go viral every week, our top performers spanning 3M to 10M plays each. (And still climbing!)
Emails that fueled the business.
My work was instrumental in driving the success of an e-commerce business, significantly improving open rates and click-through rates. My efforts on email generated 47% of consumer revenue. Through innovative strategy and engaging content, I captured the attention of customers and transformed them into loyal patrons, fueling the business's growth.
Unforgettable experiences.
In the summer of 2022, Otherland opened its first-ever storefront in Soho, NYC. I spearheaded the creation of an experiences strategy to promote our brick-and-mortar efforts, pushing boundaries with an aggressive approach. Through strategic partnerships with brands like Golde, Jiggy puzzles, and BODY vodka, among others, we curated unforgettable collaborations that captivated our communities.
Game-changing partnerships.
Press Relations
I facilitated the key PR relationships that landed Otherland in House Beautiful, The Cut, Beauty Independent, and more.
Creative Support
With the help of superstar agencies, I led the complete overhaul of our email personalization, welcome series, and SMS flow strategies.
Contractors
I coordinated photography, styling, and copywriting efforts for multiple, sophisticated go-to-market campaigns.
Brands
I leveraged key relationships with disruptive brands across industries to handcraft social, email, IRL, and retail collaborations.
Creators
I worked with tastemakers like Yin Chang, Jessmyn Stanley, and Meryl Davis to drive online conversation about the importance of self-care and related topics.
A person-first approach to managing a team that led to higher productivity and more success.
Ready to time travel?
Let’s run it back with some career deep cuts.
This is a great place to start:
I made a Reel about finding some calm.
I authored a guide to writing (actually) good copy for social.
My time at Girls’ Night In — a newsletter with smart reads and trustworthy recommendations that has 150,000+ enthusiastic readers and 134,000+ followers on Instagram — taught me that “take care” isn’t a buzz-phrase. It’s life-changing.
I was part of the founding team that launched The Lounge, Stay Home Take Care, and Whiled.
I drove GNI’s social media strategy and content creation from 2020 to 2021 (as seen on Later.com).
I did a bunch of other things too, like…
contributing to website content, writing branded content for the flagship newsletter, making custom AR filters, building a Reels strategy and testing on TikTok, writing members-only newsletters for The Lounge, curating playlists, and interviewing some really cool people.
Works well with others →
I have years of experience in managing content partnerships. I’ve worked with brands like Google, Madewell, Netflix, and Mejuri — as well as small, mission-driven businesses like Parade, Dame, Haus, Diaspora Co., and Our Place.
Here’s a highlight:
obé Fitness x Girls’ Night In
And then there was that one time my friends and I started an online media company.
Credit: Tanner Begin 2017
Mira made staying informed not a chore anymore. We briefed you on what the heck was happening in the world boldly, beautifully, and with the right amount of snark. Our main product was super-engaging daily Instagram Stories, and we also sent a Sunday newsletter to thousands of readers.
We had a blog too. Here’s a look at the sort of thing we wrote about. 👉