At Supply, Alice led the go-to-market strategy for the Max Razor, the brand’s first single-blade razor with a pivoting head designed for control and flexibility. She owned the social, influencer, and affiliate components of the launch, focusing on awareness, anticipation, and positioning Supply as the go-to razor brand for men. This included content ideation and creation, influencer strategy, affiliate coordination, creative direction, and cross-functional execution.

Viral Teaser Content

• Scripted, directed, and launched a product development video (BTS + storytelling)

• TikTok: 1.2M+ views, 84.5K+ likes, 11.1K+ saves

• Instagram: 12.4K+ views, 149 saves

• Generated $9K+ in earned media value through fully organic content

Influencer Campaign

• Sourced & briefed 21 creators across TikTok, Meta, YouTube, and niche blogs

• 1.62M+ impressions, 22K+ engagements

• Drove $38K+ in Shopify Collabs sales (435 orders)

• Average CPM: $11.99

Community Building & Hype

• Created and launched “The Shave Room” broadcast channel on Instagram

• Used countdowns, Q&As, polls, and teaser content to build anticipation

• Post-launch IG Stories with FAQs & pro tips

Alice led the organic social strategy and brand transformation for Blu Atlas, helping reposition Instagram from a passive brand presence to an active content hub aligned with GTM goals. She designed a full content strategy, built workflows for visual, copy, and scheduling consistency, and focused on community-driven content to increase engagement and trust.

Results at a Glance:

• Follower Growth: +46% (4,118 → 6,018)

• Engagement Rate: +56% (3.05% → 4.77%)

• Cadence: 3 posts/week (100% organic)

What Alice Did:

• Strategic Pivot: Repositioned Instagram to actively drive GTM-aligned content.

• Content Systems: Built a reusable content pipeline to maintain consistency without adding headcount.

• Community Focus: Designed posts around brand storytelling, problem-solving, and product education to engage followers and build trust.

Alice led the full social media and content strategy for Neighborhood Goods, a multi-brand retail concept reimagining the department store model. She developed a cohesive strategy across Instagram, LinkedIn, Twitter, and TikTok, aligned with both B2B and B2C objectives, and designed to highlight multiple retail locations and partner brands.

Results at a Glance:

• Instagram Growth: +19.6% followers

• Engagement Rate: 5% maintained across channels

• Influencer Program: 15+ regional creators, producing scalable in-store content

• Partner Amplification: Collaborated with 150+ brand partners to extend campaign reach

• Content Cadence: 3–4 posts/week with integrated campaigns driving awareness and engagement

What Alice Did:

• Strategic Planning: Built a content framework aligning brand voice with B2B and B2C goals, prioritizing campaigns that highlighted retail experiences and partner brands.

• Cross-Channel Execution: Managed all organic channels, ensuring consistent messaging and coordinated campaigns across Instagram, LinkedIn, Twitter, and TikTok.

• Influencer & Creator Programs: Designed scalable influencer initiatives and in-store content shoots to boost engagement and expand reach.

• Stakeholder Collaboration: Partnered with 150+ internal and brand stakeholders to amplify campaigns and ensure strategic alignment.

• Content Analytics & Optimization: Monitored performance metrics to continuously optimize posting cadence, content formats, and audience targeting, driving measurable engagement growth.