I’m was the Brand & Content Manager at Frank Darling. That means I did… well, a lot.

(including shooting this photo! It’s a self portrait. Kind of cool, right?)

Frank Darling

Responsibilities

Digital Asset Management

Graphic Design

Email Marketing

Media Team Manager

Blog Content Manager

Art Director

Social Media Manager

Photographer

Content Creator

Affiliate Program Assistant

CAMPAIGNS & COLLABS

Frank Darling X Citizen Watches

We collaborated with Citizen Watches on a joint giveaway and article in the Daily Beast in June of 2023.

I shot these lovely photos in our studio, and wrote the copy for the giveaway post!

Coordinated the shipment of their Mae watch to be sent to our studio in NYC.

Led communication between both brands about asset delivery, photo editing, and copy.

Met with article author and discussed our business’s ethics, values, and the key to creating the perfect ring + watch pairing.

Frank Darling X Kait Kohl

Influencer (and former customer!) Kait Kohl reached out to us about a potential giveaway for her 30th birthday.

I shot these lovely photos in our studio, and wrote the copy for the giveaway post!

Coordinated the design, casting, and shipment of a pair of round diamond studs to Kait to shoot her reel.

Communicated talking points for the video script, providing photo assets along the way for reference.

Edited copy for the final social post

As always, coordinated shipping details with the winner, and monitored item status through delivery.

Halloween Love Handles Giveaway

We designed a limited-edition of our newest style for a special Halloween giveaway to promote the product launch.

I wrote the copy for the giveaway post, and worked with our in-house photographer to shoot some extra spooky photos.

Recorded video footage and edited this spooky instagram reel

Oversaw collection of photography assets, through set dressing, shooting, and editing.

As always, coordinated shipping details with the winner, and monitored item status through delivery.

My Journey

When I first started, I was the Social Media Manager.

This meant I was taking photos, making reels and TikToks, and scheduling content for our Instagram, TikTok, and Pinterest.

Within a few months, I had created a “look” for all of our photography.

We began to use these photos in ad placements for our affiliates in addition to just socials.

With the new art direction I had created, we began to reshoot photos for our website to remain on brand.

The photos I took are now on display across our socials and on our website.

After 10 months, I was promoted to the Brand and Content Manager, a position that hadn’t existed before me!

In addition to all of my current responsibilities, I began assisting in other marketing and art direction efforts.

I assist in our email marketing planning and execution.

I provide all of the assets and design the graphic placements for all of our affiliate partners.

I manage and advise a team of photographers including myself to shoot all of our content in accordance with our brand’s art direction.

I work collaboratively with our CEO on all marketing planning efforts including Holiday Gift Guides, affiliate marketing, social media giveaways, and email marketing campaigns.

My Achievements

53%

Increase in Instagram following (so far)

87%

Boost in impressions across Pinterest and Instagram

Promoted to Brand and Content Manager Role after just

10 months

Established entirely new brand

Art Direction

Our Socials

Instagram

When I first started, our engagement was low. The look of the page was not on brand.

We had 16.4k followers on Instagram and gained about 10 new followers a day.

I determined there were three main problems: no key work optimization in the captions, no variety in the content we posted, and the shot-on-iPhone photography didn’t do our work justice!

Now, we have over 45k and earn an average of 100 a day.

What did I change?

  1. Optimized keywords in all captions and alt-text

  2. Figured out what our audience wanted! I began shooting and posting new educational content with more value

  3. Created a new, more visually appealing visual identity so our content is identifiably ours

  4. Began shooting photo content with my Sony a7ii

Pinterest

Pinterest is all about visuals.

When I first started, our engagement, outbound clicks, and saves were low.

The two main problems here were a lack of a scroll-stopping visual identity and a lack of SEO in the text and captions.

Our Impressions have since surpassed 2 million from an average of around 500k.

Our saves have increased by 61%

Our outbound clicks have increased by 35%

  • I Shot a Ring we Made!

  • I Shot a Ring we Made!

  • I Shot a Ring we Made!

  • Another Self Portrait

  • I Shot a Ring we Made!

  • I Shot a Ring we Made! (ft. my Finger)

  • Holiday Gift Guide Post Design

  • Citizen Watches Collaborative Giveaway

  • Ad Placement for RetailMeNot