I joined Good Weird as Senior Brand Manager while the beauty startup was growing quickly. I directed the seasonal launch campaigns from start to finish, covering strategy, art direction, social content, and email.

I ran the creator, influencer, and VIP talent program end to end. That meant sourcing and vetting talent, seeding and gifting product, and writing the briefs partners worked from. I built out community marketing through digital challenges, experiential events, and creator-led social programs. I also sourced and negotiated brand partnerships through launch, worked with agencies on campaigns, and brought consumer insights back to the team to shape product development.

Community became one of Good Weird's main growth drivers, and the brand grew its reach without paid advertising.