Instagram Management for a D2C Skincare Brand

This sample project shows how I managed the full Instagram presence for a direct-to-consumer skincare brand, from content planning to posting and community engagement.

Most small D2C brands know they need to be on Instagram but don't have the bandwidth to stay consistent. I handled the entire workflow so the founder could focus on product and operations.

Developed a monthly content calendar with themed post categories (product highlights, UGC reposts, educational carousels, behind-the-scenes)

Wrote captions with clear CTAs tailored to the brand voice

Sourced and curated user-generated content from customers and micro-influencers

Coordinated with the brand's graphic designer on visual assets and ensured posts matched brand guidelines

Scheduled and published posts using the native Instagram scheduler

Monitored DMs and comments daily, responding to customer questions and flagging anything that needed the founder's attention

Maintained a consistent 4-5 post per week cadence over 3 months

Increased engagement rate by building a repeatable content mix that resonated with the target audience

Reduced the founder's time spent on social media from several hours per week to near zero

Google Sheets for the content calendar. Notion for the brand style guide and content bank. Slack for async communication with the designer and founder. Canva for light graphic edits when needed.