DripDrop

As DripDrop's Social and Content Strategist, I supported shifting the brand's audience focus toward the outdoor community, expanding its reach and engagement. I formulated a comprehensive social and content strategy, developed a Marketing GTM calendar, introduced a cross-functional editorial planning process, and initiated quarterly brand shoots (photo and video). My efforts solidified DripDrop's brand presence, resulting in growth and engagement within the outdoor demographic.

Role

Social and Content Lead

Skills

Content Strategy · Digital Marketing · Social Media Marketing · Leadership · Project Management · Content Production · Creative Collaboration

Social Media + Content Strategy

We transitioned our audience targeting strategy from appealing to the masses to focusing on the outdoor industry. This shift has prompted updates across our social strategy, particularly impacting our brand voice and tone to better resonate with outdoor enthusiasts. By aligning our messaging with the interests and preferences of this niche audience, we strengthened our brand positioning and connected with the outdoor community.
Developed a comprehensive content strategy for DripDrop, focusing on Impact, Science, Product, and Lifestyle pillars, to drive brand awareness, foster product consideration, and build community. Highlighting DripDrop's positive impact on providing dehydration relief, backed by scientific insights, and showcasing its use-case through engaging influencer-led content.
Optimized Sprout reporting and created automated monthly reports.

Marketing GTM Calendar

I oversaw the management of the marketing calendar, which encompassed all channel efforts. I focused on aligning and prioritizing key initiatives across channels to ensure a cohesive brand experience. By utilizing this information, I informed the planning of quarterly content shoots, ensuring that our visual assets were aligned with our overarching marketing strategy and supported our brand's messaging consistently across all platforms.

Creative Production

I initiated quarterly content shoots to recognize the brand's struggle with inconsistent aesthetics and messaging due to reliance on multiple freelance photographers. This strategic move aimed to streamline the process, reduce costs, and ensure efficiency by centralizing content creation. Each shoot incorporated a clear brief and content direction, resulting in on-brand assets, including photos and videos. These assets were utilized across various digital channels, paid advertising, wholesale platforms, and public relations efforts, fostering a cohesive brand identity and enhancing overall brand consistency.
I supported the VP of Brand Marketing in the RFP process for selecting a new creative agency to spearhead our brand campaign. This involved understanding campaign objectives, researching potential agencies, drafting RFP documents, managing communications with agencies, reviewing proposals, coordinating presentations, and collaborating on agency selection. I ensured a smooth process from start to finish, focusing on aligning agency capabilities with our brand's goals and budget.

Social Media and Content Strategy

Social and Content Strategy developed to drive brand awareness, purchase consideration and engagement, focusing on Instagram and TikTok. The content strategy was divided into four pillars: Science, Impact, Product, and Lifestyle. An all-new series was created for the impact pillar, and a new creative treatment was developed for the content pillar in collaboration with a partner. The product pillar supported various initiatives, including new product launches, seasonal sales goals, wholesale activities, and promotional efforts.

DripDrop Team

Director of Marketing: Alex Dacks

Community Engagement: Zac Coffey