Working on the global marketing team, I worked cross-functionally with category teams to curate and strategize social media content. New Balance has completely transformed as a brand in the last ten-years, reinventing themselves as a luxury sneaker brand. One of my main roles was to develop a new TikTok marketing strategy for New Balance, driving a 15% increase in followers over four months through engaging video content featuring NB athletes. As the lead content curator for @newbalancerunning and @newbalancelifestyle, I managed content for a combined 1.8 million followers, ensuring alignment with brand identity and audience engagement goals.
See my individual large projects below.
GLOBAL SOCIAL MEDIA TEAM
@newbalance TikTok
One of projects I started at New Balance was taking over their TikTok! When I started, New Balance had no TikTok marketing strategy and was solely posting their commercials in vertical format on the platform.
The Ask: Develop a short-form content strategy and meet with each category to determine their needs for content. Film and edit experimental videos to post on New Balance Tik Tok and track their organic success.
The Result: Boosted the brand’s following by 15% over a four-month period and increased the amount of content posted by 50%
Filmed at the New Balance Nationals, this TikTok shows NB NIL athletes asking each other questions.
I wanted to showcase New Balance’s new running shoe the Rebel, having one of their talented NIL runners, Tinoda Matsatsa of Georgetown showcase the shoe.
Activating on “BTS” trends, I wanted to film a behind the scenes of a New Balance photoshoot in our in-house studio, humanizing New Balance as a brand.
Content Editing and Curation
The Ask: Curate and plan content for both the @newbalancerunning and @newbalancelifestlye channels weekly for a collective audience of 1.2 million people. Take original asset and edit it for social media, writing caption and getting approved by applicable teams.
The Result: Using my skills in photoshop and premiere pro, I was able to edit content to fit both accounts, increasing engagement over my 6-month internship.
1080X Launch Book
The Ask: Leverage your learnings & experiences in Lifestyle, International, PR & Social marketing to deliver a comprehensive deck on how you will launch a new iteration of the 1080 running shoe.
The Result: A comprehensive strategic deck, outlining the global marketing strategy for a new iteration of the 1080 running shoe.
