Margaret joined Alto at the ripe age of 22 as the company was raising capital for its Series B of funding. Tasked with leading all social media & influencer marketing--a channel that did not previously exist--Margaret took a Friends & Family referral program structure and tested, developed, and iterated it to become a full-scale VIP Program for Influencers and Affiliates. Combining savviness with her own personal network and cultivating thoughtful connections, Margaret built a national network of influencers, tastemakers, and creators.

The program featured both paid and affiliate partners with over 500 creators to be tapped for 10+ quarterly campaigns, both national and regionally-focused as well as market-specific. This channel was the most successful paid marketing channel at Alto in terms of customer acquisition and cost efficiency.

Margaret joined Beyond Meat at an interesting time for the company. Having received backlash from the incumbent meat industry and the general public as a whole, the brand looked inward and reformulated their core product line to shift to healthier ingredients. Margaret took the existing influencer strategy of working with high-profile influencers and A-list celebrities and tapered it down to a more nano/micro approach--the opposite of what a public company would typically do to spread the word about such significant product changes.

The result? A 200% decrease in influencer marketing spend and a 150%+ quarterly increase in brand reach and engagement--from national awareness to retailer-specific. Combining a strategy of highly targeted gifting, thoughtful brand partners, and a paid approach that made every dollar count, the CPM for her most recent influencer marketing campaign was a mere $3.

Margaret worked as the Social Media Manager for all six Vandelay Hospitality Group concepts, with locations spanning Dallas, Houston, Fort Worth, and Los Angeles. She crafted all social content and end-to-end management, from coordinating content shoots with Operations to reporting weekly metrics on digital performance to the Founder & CEO.

During her time at Vandelay, Margaret spearheaded social & influencer strategy for the opening of an existing concept in Houston--to be opened next door to a fan favorite (no easy feat). Capturing content and working to identify key tastemakers for opening night, Margaret contributed to a sold-out opening and the highest social growth for the concept in over 3 months. The location has remained so successful that the brand plans to open another in the same market within the year.