The North Face
The North Face is an organization that values creating high-quality gear, inspiring people to embrace a curious mindset, explore, and strive to promote a more equitable outdoor community. As a subsidiary of VF Corporation, The North Face is committed to providing exceptional outdoor gear and apparel while promoting diversity, equity, and inclusion in the outdoors. I began my journey at The North Face as a Social Coordinator and later became the lead for Global Social efforts. My role involved managing a team and a global agency, collaborating with regional social managers to create a consistent and engaged brand presence and community on social media.
Channels: YouTube, Instagram, TikTok, X, Snapchat, Pinterest and Spotify
Role
Social Media Coordinator
Social Media Manager, Global
Member of The Explore Fund Council, Advisor of Moves Mountains Filmmakers Grant in partnership with WUTI
Skills
Social & Content Strategy · Social Lead for all Global Campaigns · Community Engagement · Event Coverage · Brief Athlete Team on Social Best Practices · Analytics · Brand Reputation and Crisis Management · Team Management · Agency Management ·
Photo by Pablo Durana; The North Face
Social Lead Global Campaigns
I was responsible for developing social campaign strategies for global campaigns. This involved identifying key channels, creating an editorial calendar, determining content types, briefing creative deliverables, outlining community engagement tactics, and identifying ways to amplify the campaign with social extensions. I worked closely with paid media, sports marketing, creative, PR, and regional managers to optimize the campaign and find opportunities to leverage social media efforts. I also briefed the athlete team on supplemental social assets for their channels and TNF channels.
Brand Campaigns
She Moves Mountains, Walls Are Meant For Climbing, Reset Normal
Product Campaigns
FUTURELIGHT, Steep Series, Summit Series, Apex Flex, Black Series, Women’s Team Kit
Partnerships & Collabs
US Freeski Team Uniforms, TNF x Gucci, TNF x Smith, Olivia Kim and Nordstrom,
Brand Values, Reputation & Crisis Management
I worked closely with the leadership team, PR, and brand to support corporate social responsibility (CSR), critical environmental and human rights issues, communicate during tragic accidents, and share values-led messaging on social media.
Values-Led Initiatives
Often, the best storytelling opportunities come from being curious. Here’s a round-up of some of my favorite values-led projects we captured and shared on social media. In many cases, we funded these content creation projects through social media to showcase inspirational stories and highlight the progress made by our team members.
Appreciation and Recognition: To the Incredible People Who Brought These Initiatives to Life and Moved the Brand Forward
Kiyome Okikawa, Robert Wassmer, Jon Torres, Landon Basset, Cara Williams, Jessica Hollister, Stephen Youngblade, Thea Stutsman, Sandra Clark, Kaki Orr, Kate West, Johanna Poch, Kyle DeLong, Audrey Sherman, Eric Raymond, Hannah Abuzaineh, Austin Squire, Justus Kauffman Zimmerly, Chris Sylvia, Tom Herbst, and many more.