Material Bank: Digital/Social Marketing Campaigns
The role: Take the newsletter program in its infancy, spearhead and scale it to reach a growing number of members (from 2,000->11,000). Build and grow a social media following on Instagram and Linkedin.
Newsletters
I managed three newsletters: one that introduced collections curated by experts, one that introduced new brand partners, and one that introduced new collections from the brand partners. MBEU grossed 30% of its orders from email marketing.
Curators: GOODMOODS, Elle Decor Italia, Alcova, FRAME, and NellyRodi
New brands: Made in Italy, Elemental design, Sustainable, Wallfluence, etc.
Events: Salone del Milano, London Design Week, Paris Deco Off, Stockholm Design Week, Copenhagen Design Days, France 100.
Innovation
Pioneered Add to Cart for Curated Collections, boosting customer engagement. This feature enabled architects and design professionals to order the entire collection of samples or various categories of samples from the collection (e.g. leather, fabric, paint). Orders from the newsletters shot to 30% of all orders.
Introduced curated brand partner campaigns based on material, resource type, sustainability, and origin to highlight diverse brand identities and product offerings.
Discovery Box – a limited-edition curated sampling experience to ignite curiosity and drive quick engagement.
Problem-Solving
Tested the format of the newsletters to optimize engagement and reader satisfaction (layout, design, content hierarchy, and interactivity. Managed designer and CRM freelancer workload.
Implemented measures to eradicate repetitive product selection in the curated collections. Ensured a diverse, dynamic, and ever-evolving selection that surprised members with fresh finds and fostered a sense of excitement.
Initiated enhancements to refine the discovery algorithm and counterbalance the influence of popularity-based search. This avoided repeat products from new curators and the favoritism of certain brand partners.
Creative strategy
Pioneered data-driven curation for tailored collections based client order analysis and audience reports.
Introduced strategies to drive traffic, including:
Campaigns that were personalized by geographic location and project type data.
Focused on key sectors (healthcare, sports, hospitality, retail).
Leveraged popular styles (Black Monochrome, Luxury, Snake skin, Psychedelic).
Social Media
During my tenure at MBEU, I oversaw the transition of the account from stories only to building a feed.
This is what the MBEU social media feed looked like. The feed went blank in November 2023 when MBEU took over another design company feed. We first posted stories introducing new brand partners. Worked with Growth Marketing Manager to increase following from 90k-130k+
