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Mary Shannon Donnelly
Social Media & Influencer Coordinator, Copywriter
Ready for work
Mary Shannon is ready for their next project!
Sharing my Copywriting work for Johnnie Walker Global's Instagram and Facebook Channels.
For one year, I managed the Instagram and Facebook pages for Johnnie Walker Global as a Social Media Coordinator at Qulture Agency.
From Always-On moments to Global Campaigns, I wrote the majority of campaign copy, using it as a key driver to spark conversation and boost engagement in the comments. With a Global brand like Johnnie Walker, I also had the opportunity to write copy for internationally-renowned names like Priyanka Chopra, Olivier Rousteing, Rahul Mishra and more.
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Sharing my Social Media Strategy work for Johnnie Walker Global's Johnnie Walker Vault Campaign.
For one year, I managed the Instagram and Facebook pages for Johnnie Walker Global, as a Social Media Coordinator at Qulture Agency. A key highlight was the launch of Johnnie Walker Vault in collaboration with luxury fashion designer Olivier Rousteing. As Social Media Coordinator, I oversaw the rollout strategy, wrote campaign copy, ensured seamless execution, and handled community management.
The campaign blended brand heritage with modern luxury, launching in March 2025 and peaking with Rousteing’s Met Gala moment in May. The bottle-focused video became one of the top-performing posts on the channel, driving an 11% engagement rate and strong positive sentiment.
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Sharing my Influencer Strategy work for Origen Fragrances by COTY Launch Campaign.
As an Influencer Coordinator at Qulture Agency, I supported the influencer strategy for Origen Fragrances, Coty’s new fragrance collection. I helped develop the creator rollout and talent recommendations, selecting creators whose cultural heritage aligned with the five signature scents. We also partnered with top “Perfume-Tok” voices and lifestyle influencers to connect fragrance with fashion and everyday style.
Using MoDash and independent research, I curated a final list of 50+ creators across these categories, prioritizing cultural heritage alignment wherever possible.
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Sharing my Copywriting (on-screen copy) work for UNIQLO AIRism social campaign.
While working at Qulture Agency as a Social Media Coordinator, I created the on-screen copy for these UNIQLO videos. The purpose of this copy was to be concise and straightforward, while also highlighting the key benefits of each LifeWear product (e.g., DRY technology, deodorizing, etc.).
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