Social Media
& Influencer Marketing

Ragan PR Daily Award, Best Use of Instagram

2017

Awarded Ragan PR Daily’s 2017 Digital PR & Social Media Award in the category "Best Use of Instagram."
I was responsible for managing Tombow's social media accounts during the timeframe for this award.
I compiled, designed, and submitted the award package after being contacted by a representative from Ragan PR Daily who felt Tombow's Instagram presence was worthy of submitting for their awards program.
The award was issued based on the influencer marketing strategy I developed and implemented on Tombow's Instagram account. From the time I began managing Tombow's Instagram in 2015 to the time we received this recognition, I organically grew the account from 2,000 followers to more than 300,000.

2015-2022

Management, rebranding, and restructuring of Tombow's group of independent contractors who create art and craft content for social media.
For more than 5 years I managed Tombow's Design Team, a group of 8-10 independent contractors who create content for the brand's social media accounts and blog.
In mid-2021, I began discussing with our social media manager (who I had deleted to manage this team) about ways to revamp the program based on changes in art and craft trends as well as social media algorithms and consumer expectations.
Upon brainstorming with my team, we decided to rebrand the Design Team as the Creator Crew in an effort to attract new talent to our open call for creators to work with our brand.
I provided creative direction to our graphic designers to design marketing materials announcing the change, and worked with our social media manager to develop messaging to share publicly.
I also established a new content structure for the team, creating a tiered approach where different creators on the team provided different content based on their skill level. This required creative thinking due to budget limitations and efforts to retain existing relationships with several creators.
The new structure was implemented at the beginning of 2022 and led to increased video content that was shared on Instagram, TikTok and YouTube, without having to increase overall budget.

2016-2022

In 2016 Tombow launched a Brand Ambassador program to encourage social media influencers to post with and about the brand's products. The program has evolved over the years, but at its core it provides opportunities for Tombow enthusiasts to receive free product in exchange for sharing about the product/brand to their fans on social media.
I assisted in the initial development of the program, providing guidance and feedback to our marketing coordinator, who was charged with creating the program. After two years, I took over management of the program and restructured the influencer agreement to allow for both short and long-term relationships to develop. I managed all communication and planned out product selections for the ambassadors based on overall marketing plans and goals. About a year later, I passed off management of the program to one of my direct reports and now I provide strategic oversight.