Crystal led a comprehensive audit of Amazon Music's social media channels, establishing clear benchmarks to measure success. One key insight was that content featuring artists looking directly at the camera drove higher engagement. Additionally, Crystal identified a significant gap in social listening; negative sentiment was rising due to a recent app change, which generated high engagement but with poor sentiment. By bringing this feedback to the product team, Crystal helped address the issue and improve user experience.

Using a tagging system in Sprinklr, Crystal's team uncovered which artists performed better on social media, enabling them to optimize content. They also expanded the New Music Roundups from exclusively covering pop to include K-pop, catering to a broader audience.

As a result of these strategic changes, Amazon Music saw a 326% year-over-year increase in engagement and a 183% increase in post impressions.

At SHEIN, Crystal served as a strategic leader for the subsidiary brand ROMWE, where she was tasked with overhauling the social media presence to enhance engagement and appeal to its young, fashion-forward audience. To achieve rapid growth, Crystal initiated a data-backed content pillar analysis that led to the recommendation and execution of a creator-led ASMR strategy.

Through in-depth testing and audience analysis, Crystal identified a significant, high-potential interest in ASMR content among ROMWE's followers. Recognizing this unique opportunity, she sourced and collaborated with specialized ASMR creators to showcase products. Crystal provided the creative direction for this sensory-driven content, focusing on the soothing sounds of fabric textures, packaging, and unboxing experiences to build product desire and connection.

This strategic alignment of content with genuine audience preference delivered exceptional and rapid results: ROMWE achieved a 62.6% increase in engagement performance on Instagram and a monumental 242% surge in engagement on TikTok within just two months.

This success story highlights Crystal's expertise in identifying niche content opportunities, executing complex creator partnerships, and utilizing data insights to drive extraordinary, measurable growth and deepen brand-community relationships.