Since January 2023, I have been the Social Media Marketing Manager for TOK Beauty, a high-end clean beauty brand known for its commitment to quality and sustainability. My role involves content creation and strategic social media management on Instagram and TikTok, where I actively engage with the brand’s community and enhance its online presence.

In the competitive beauty industry, maintaining relevance and authenticity while promoting clean beauty products requires a balanced approach of educational, engaging, and trend-responsive content.

➡️ Content Creation: I manage and produce all content for Instagram and TikTok, focusing on short-form video Reels that showcase makeup tips and routines using TOK, product information, on-trend shareable content, and educational content about clean beauty.

➡️ Community Engagement: The founder and I frequently appear in tutorials and makeup inspiration videos, utilizing TOK Beauty products to build trust and authenticity.

✔️Affiliate Marketing: I developed an affiliate marketing program through Shopify to leverage influencer partnerships and user-generated content, enhancing content diversity and reach which resulted in an increase in online sales.

✔️Product Development Support: I collaborate closely with the founder to offer insights on marketing strategies and product development, ensuring the advice resonates well with our audience.

EXECUTION I engage in weekly content planning and posting, ensuring a consistent and engaging presence that aligns with the brand's identity. My involvement in product photography and creation of educational and relatable content helps in building a loyal customer base and in driving brand growth.

RESULTS The focused approach on clean beauty education and consistent engaging content has helped strengthen TOK Beauty’s brand identity, increased follower engagement, and expanded our community. The integration of user-generated content, affiliate marketing, and paid ads has also enhanced the reach and involvement of TOK Beauty online.

📈 During my time at TOK Beauty, working closely with the founder, we have been able to steadily grow TOK’s Instagram audience from 13K to 22.3K

REFLECTION Working with TOK Beauty has showcased the importance of consistency, transparency, and authenticity in building a brand’s digital presence. It has reinforced the value of combining direct customer interactions with strategic online marketing to cultivate a highly engaged and loyal community in a saturated market.