Citizens Of Humanity
Management
CITIZENS OF HUMANITY
Leading end-to-end social content production across Instagram and emerging platforms for two premium denim brands, driving a 40% increase in e-commerce revenue from social.
40%Social Revenue Increase | 24+Global Team Members Aligned | 57%CPC Reduction | 347%Email CTR Growth |
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The Challenge
Brought in as a fractional CMO, my mandate was to streamline marketing operations and build a content strategy that actually worked across teams. The press, creative, and marketing functions were operating in silos. The brand was investing heavily in publications like Humanity Magazine but not maximizing the content produced across digital channels. I aligned the teams, built a shared production framework, and personally handled end-to-end digital content production from filming, editing, and publishing short-form video and photo content across Instagram, Pinterest, Humanity Magazine and the JUST LIKE YOU blog. I also attended all editorial shoots to capture original social content and launched a UGC initiative to build a scalable creator content pipeline.
Siloed Teams and No Shared Framework
Press, creative, and marketing teams operated independently with no unified production system, resulting in missed content opportunities and misaligned campaign execution.
Underutilized Content Investment
Significant budget was going into branded publications and editorial shoots without a strategy to maximize or distribute that content across digital and social channels.
No Platform Sizing or Distribution Strategy
Content was being produced without consideration for social platform specifications, limiting reach and reducing the effectiveness of every asset created.
Thin Organic Social Content Pipeline
Editorial shoots alone were not producing enough usable social content, leaving the brand without a consistent stream of authentic assets to drive community engagement and DTC traffic.
THE APPROACH
End-to-End Content Production
Personally handled all digital content production — filming, editing, and publishing short-form video and photo content across Instagram, Pinterest, Humanity Magazine, and the JUST LIKE YOU blog. Attended every editorial shoot to capture original social content, ensuring the brand always had a steady supply of platform-ready assets aligned to the campaign calendar.
Cross-Functional Team Alignment
Built a shared operational framework connecting the press, creative, and marketing teams under one content production system. Established clear communication protocols ensuring all editorial shoots were planned with social platform sizing, digital distribution, and campaign alignment built in from the start — maximizing the value of every creative investment.
Agile Editorial Calendar and Content Operations
Designed and implemented a shared editorial calendar using a SCRUM Agile sprint framework, enabling the lean team to execute content consistently across platforms, adapt in real time to trends, and maintain publishing cadences without production bottlenecks.
Brand Partnerships and Community Management
Secured co-marketing partnerships with ChalkboardMag and Pressed Juicery, extending organic reach into aligned lifestyle audiences. Managed daily community engagement across platforms including responding to comments, resharing tagged UGC, and monitoring sentiment to surface trends and feedback to the marketing team.
UGC Initiative and Influencer Program
Spearheaded the brand's first UGC initiative to build a scalable creator content pipeline that supplemented editorial assets. Managed all influencer outreach, sourced new creators, coordinated campaign briefs and deliverables, and led PR box development and product seeding — building an authentic content ecosystem that expanded organic reach and drove DTC customer acquisition.
Key Learnings
Content production at scale requires operational infrastructure. Aligning teams under a shared framework transformed editorial shoots from isolated events into a fully maximized content pipeline across every digital channel.
Every creative investment should work harder. A platform-first production approach ensured that every shoot, every asset, and every publication served both the brand story and the digital distribution strategy simultaneously.
UGC fills the gaps that editorial cannot. Launching a structured creator program gave the brand a consistent, authentic content stream that drove community engagement and DTC customer acquisition beyond what editorial alone could deliver.
