I played a key role in localizing Schutz’s Brazilian brand for the U.S. market, leading the development of a new social strategy to increase relevance, traffic, and digital revenue. I oversaw content for organic and paid campaigns, launched the now-global hashtag #InMySchutz, and created a fashion influencer ambassador program. As part of our market entry, we brought in Brazilian supermodel and former Victoria’s Secret Angel Adriana Lima to headline the campaign, connecting the brand’s roots to a global audience. I also led creative for in-store activations that bridged retail and digital storytelling.

Results:

• Drove a 89% increase in revenue from social media through optimized paid campaigns

• Launched the #InMySchutz hashtag, now with 9.7K+ global mentions

• Built a scalable influencer program still in use today

• Introduced tools to track KPIs and trained internal teams to continue execution

• Strengthened cross-channel cohesion by linking social media with retail activations