At BoxyCharm, a fast-growing DTC beauty brand scaling over 300% year over year, Zari served as Director of Influencer Marketing & Social Media during a critical growth phase from 2018–2022. At the time, the brand had grown entirely through organic demand but lacked a structured, programmatic approach to influencer and social marketing. Zari led the end-to-end restructuring of the influencer and social business unit—building strategy, operations, and scalable programming from the ground up. She transitioned the organization from sporadic experimentation to a systems-driven growth engine designed to work in lockstep with performance and growth channels. Under her leadership, influencer and social programs became a primary revenue lever not only for BoxyCharm, but also for its brand partners. The engine delivered over $20M in earned media value month over month, drove a 40% increase in partner sales, increased share of voice by 60% year over year, and achieved a 5:1 return on ad spend through integrated organic and paid strategies.

Zari partnered with JLo Beauty as an Influencer Marketing Consultant to design and execute the brand’s creator and partnership strategy during a key scaling period. While the brand had strong cultural momentum, it lacked the internal structure and operational systems needed to support sustainable, creator-led growth. Zari led both the strategic and executional work—building optimized programming across influencer, creator, and celebrity partnerships while establishing repeatable operational frameworks. She activated new creator and celebrity partnerships across organic and paid social, resulting in a 90% retention rate among top-performing partners. Beyond optimization, Zari identified a strategic opportunity to expand into the Latin market through culturally aligned creator partnerships. This initiative drove a 15% increase in DTC sales, increased share of voice by 30% month over month, and marked the brand’s first successful integration of influencer marketing with performance and growth channels—achieving a 3:1 ROAS.

Zari worked with a scaling fashion brand to restructure its influencer and experiential marketing approach as the company expanded its channel mix. At the time, influencer operations were fragmented—managed by the same team responsible for organic social—limiting both creative innovation and partnership-led growth. Zari helped redesign the brand’s internal structure and strategic mindset to become truly creator-led. She introduced dedicated influencer operations, developed partnership-first programming, and embedded experiential marketing into a repeatable influencer framework rather than one-off events. By aligning influencer, experiential, and content systems, the brand unlocked stronger creator relationships and long-term content value. These efforts led to a 40% increase in share of voice, a 20% increase in social following, improved creator relationship health, and a 15% increase in sales driven by reusable event content feeding e-commerce and paid media efforts.