In-House Creative Marketing Manager
Creative Marketing Manager
with Sympli
2024 - present
Strategy, Creative Direction, Content Production, Social Media, Videography
YEAR
TYPE
ROLE
Problem
Sympli needed someone who could be fluid across multiple roles—creative director, content creator, graphic designer, visual storyteller, shoot producer, and brand strategist—while staying mindful of budget constraints.
The brand was looking for a resourceful team member who could deliver high-quality, on-brand content without relying on big agency resources.
On top of that, they needed someone who could not only increase brand awareness, but also inspire their community to engage and share their own Sympli style—driving visibility, connection, and ultimately, sales.
Solution
-
Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
Click to unmute
Social Media Strategy & Content Creation
Goal:
Build a strong, authentic social presence that drives engagement, organic growth, and conversion—on a lean budget.
Approach:
-
In a time of tight budgets, I led the creation of high-impact, cost-effective content creation that fostered both community and conversion.
-
Using my own professional equipment, I managed every step of production—from booking models and styling outfits to researching social media trends and planning content formats by platform.
-
The strategy focused on understanding what resonated with our audience to drive organic engagement.
-
I utilized this content to create high-converting reels for social media, our website, paid ads, and wholesale partners.
-
I initiated and managed influencer collaborations, focusing on micro-creators who aligned with our demographic.
-
I handled sourcing, outreach, and creative direction with influencers, resulting in standout projects like:
-
7-day styling series with a local Tik Tok influencer
-
Co-branded YouTube mini-episode
-
Podcast-style video with a prominent brand ambassador
-
Remotely directed 2 livestream-style shoots in Atlanta and Michigan guiding a local team to ensure brand consistency from afar.
-
My Role
As Creative Marketing Manager, I blended creativity with strategy to produce content that was not just beautiful, but effective. I led end-to-end creative execution—from campaign concepts and seasonal photoshoots to daily social content and live video—while staying mindful of budgets and maximizing internal resources.
My cross-functional work supported product drops, wholesale initiatives, and DTC growth. Through strong storytelling, community-first content, and a clear, consistent visual identity, I helped drive engagement, elevate brand perception, and contribute directly to increased sales performance.
-
One of my proudest initiatives was launching a bi-weekly live video series that brought authenticity and connection to our online presence.
-
To make the experience more inclusive, I cast our local customers as models, resulting in deeply engaged responses and measurable sales spikes.
-
I ran this project end-to-end: pitching the concept, casting and interviewing customer-models, conducting fittings and coaching our models, producing, filming, and hosting each episode—often on tight timelines and minimal budgets.
-
I also collaborated with the design team on merchandising, styled every look, created a welcoming on-set environment, and acted as both brand ambassador and host to our community.
-
After filming, I edited the videos and managed engagement across platforms.
-
The success of the lives led us to double their frequency with record-breaking engagement and sales in 2025.
Approach:
Live Video Strategy & Hosting
Goal:
Humanize the brand and drive real-time engagement and conversion through recurring live video content with a shoestring budget.
Approach:
-
One of my proudest initiatives was launching a bi-weekly live video series that brought authenticity and connection to our online presence.
-
To make the experience more inclusive, I cast our local customers as models, resulting in deeply engaged responses and measurable sales spikes.
-
I ran this project end-to-end: pitching the concept, casting and interviewing customer-models, conducting fittings and coaching our models, producing, filming, and hosting each episode—often on tight timelines and minimal budgets.
-
I also collaborated with the design team on merchandising, styled every look, created a welcoming on-set environment, and acted as both brand ambassador and host to our community.
-
After filming, I edited the videos and managed engagement across platforms.
-
The success of the lives led us to double their frequency with record-breaking engagement and sales in 2025.
So, what were the results?
Following a shift in creative execution and content strategy, we saw immediate and sustained improvements across the business.
Net quantity per sales increased by 3.5%
Net sales by dollar value increased 9.3%
average order size increased by 7.6%.
While a transition from a discount-heavy model to more strategic, full-price selling played a role, the consistent rollout of live videos, campaign shoots, and social content also helped drive performance—particularly during collection launches.
By 2025, results were even stronger...
Results
I was the plus size photographer
Photography & Inclusive Sizing Launch
Goal:
Approach:
Relaunch our inclusive sizing line with authenticity, empathy, and community-informed creative to deepen trust and drive sales, but executed in a highly cost-effective way.
-
To keep production cost low, I led and photographed the entire campaign myself—shooting in-house myself and using a local, non-professional model.
-
Using community insights I gathered from social media and live events, I helped advocate for the reintroduction of our plus line.
-
I collaborated closely with our sales team and my marketing team members to revive and reshape our plus size offering.
-
We launched the collection on a pre-order basis and saw strong sales and meaningful audience feedback. It was a team effort that deepened brand trust and connection.
Video Content
Goal:
Drive engagement and growth across platforms with versatile, high-impact short-form video content that fuels both brand storytelling and sales.
Approach:
-
I produced a high volume of reels that performed exceptionally well across organic and paid channels.
-
These videos often outperformed agency-created content in terms of engagement and conversion, and many became top-performing paid ads as well.
-
I planned, styled, shot, and edited all the content myself, allowing us to maximize our ROI and produce polished, brand-right visuals without the overhead of external production.
-
This included adapting content for platforms like Instagram, TikTok, YouTube Shorts, Facebook, and the website.
-
Wholesale partners often requested this content to help drive their own sales, ultimately boosting our sell-through and deepening those relationships.
Long Form YouTube Videos:
Behind the Scenes & Storytelling
Goal:
Strengthen brand loyalty, transparency, and emotional connection through deeper, more meaningful video content—with flexibility for cross-platform use.
-
These videos were designed not just to tell richer stories, but to work smarter. Each long-form piece—whether a behind-the-scenes look at our Canadian-made production, an interview with internal team members, or a charitable initiative spotlight—was crafted with repurposing in mind.
-
I built content that could be broken down into shorter clips for Reels, Stories, ads, and email marketing, allowing us to extend the life and impact of a single video across multiple platforms.
-
This approach provided our audience with meaningful insights that short-form content alone couldn’t deliver, while also maximizing production value and reach.
-
One standout project was a behind-the-scenes video filmed inside our Canadian production facility. Since every Sympli piece is proudly designed and made in Canada, this video highlighted the hands-on craftsmanship and care behind our clothing. I shot and produced the video, and it became a cornerstone asset—used on our website, in digital campaigns, and repurposed across platforms for months.
-
Another high-impact piece was a campaign video for our partnership with Dress for Success Vancouver. I conceptualized, planned, filmed, and edited the video independently—conducting interviews and capturing authentic, emotional moments. It became a top performer on our YouTube channel, driving a 400% increase in subscribers within a month and sparking a wave of positive engagement. These projects not only elevated our brand presence but also created meaningful connections with our audience and community.
Approach:
Photoshoots & Campaign Direction
Goal:
Refresh campaign visuals to reflect the brand’s core personality—fun, full of life, and emotionally resonant—while supporting both DTC and wholesale objectives.
Approach:
-
When I stepped into this role, the brand was in a transitional moment. Campaign imagery had begun to feel flat and disconnected, and feedback from customers and partners reflected that.
-
As creative lead for seasonal campaigns, I worked closely with the team to recenter our visual direction around what made the brand special: warmth, character, and a real connection to our audience.
-
During a period of acquisition—where our company merged with two additional brands—I took on full responsibility for leading our campaign shoots. I prepped, organized, and directed both eCommerce and lifestyle productions, managing all on-set creative direction across three brands. This required strategic pre-planning, cross-functional collaboration, and real-time leadership to keep teams aligned and on schedule.
-
I partnered on concept development and casting, led model fittings, and directed on set to ensure a cohesive vision from planning through to execution. I also worked to align creative with broader marketing, product, and sales goals—crafting each shoot to meet both brand and commercial objectives.
Statistic Results
Growth, Engagement & Impact in 2025
A steady flow of fresh, relevant content—including monthly live videos, campaign shoots, and strategic social assets—kept the brand top of mind and encouraged repeat purchases, contributing to a significant lift in total units sold.
Net Quantity per Sale
+ 29.4%
By driving stronger engagement through live videos, cohesive campaign content, and tailored assets for both DTC and wholesale, I helped create consistent touchpoints that supported conversion across platforms.
Net Sales inceased by
+ 9.3%
Through elevated product storytelling and a move toward full-price, value-focused messaging, I helped shift the narrative from discount-driven to desirability-driven—encouraging customers to invest in more, and in pieces that work together.
Average Order Size increased
+ 3.9%
While much of the media buying success was driven by our ad agency, I worked closely with their team to create or source content that would convert—including influencer assets and fill-the-gap video pieces tailored for performance. My creative played a key role in enabling better returns at lower cost.
ROAS increased by + 172.6%
Ad spend decreased 59.9%
By leaning into authentic storytelling, live interactions, and content that reflected real human moments, we saw a fair lift in social engagement. Beyond the numbers, the sentiment was just as powerful—customers responded with heartfelt messages, expressing genuine connection to the brand and a sense of being seen.
Social Content interactions
+238.2%
With a steady cadence of live videos, short-form clips, and behind-the-scenes content, our social views saw consistent and meaningful growth. By sharing more of the brand’s personality and purpose, we created content that felt worth watching—and sharing—driving deeper visibility across platforms.
Social Views
+ 25.1%
-
Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
-
Working closely with the sales and design teams, I created essential seasonal tools like our Style Guide, Look book, and showroom visuals.
-
I led layout, copywriting, and design—focusing on storytelling and sell-through strategies.
-
I also developed in-store visuals and digital communications to support wholesale partners, and maintained the B2B buying platform to ensure consistent branding and messaging across channels.
Print Material
Style Guides, Look books & Wholesale Support
Goal:
Equip wholesale partners and internal teams with visually compelling, conversion-driven sales tools that align with seasonal strategy.
Approach:
-
Working closely with the sales and design teams, I created essential seasonal tools like our Style Guide, Look book, and showroom visuals.
-
I led layout, copywriting, and design—focusing on storytelling and sell-through strategies.
-
I also developed in-store visuals and digital communications to support wholesale partners, and maintained the B2B buying platform to ensure consistent branding and messaging across channels.