Herman Miller.
I spent 4.5 years at Herman Miller—a global, premium furniture brand—and as a social media lead, I worked closely with many departments within the company to create content that was shared on the brand’s Instagram, Facebook, Twitter, LinkedIn, Pinterest, and YouTube channels.
The areas of the business I focused on promoting were the retail business, public events, product launches, and general brand awareness (i.e. culture, history, corporate social responsibility, etc.)
Working for a global company, I was also responsible for coordinating strategies and content creation alongside counterparts from around the world.
Retail Marketing.
As the social media lead for the retail business, I worked closely with our retail marketing team to create campaigns throughout the year that promoted sales and products sold on the Herman Miller website.
Our goal was to drive direct sales from the website with a primary focus on an audience of those who needed furniture for their office or home.
When the pandemic began, we pivoted our marketing strategy to focus on work from home, resulting in a 300% year-over-year growth within the first three months.
Campaign Highlight: Holiday 2019
Public Events.
Prior to the pandemic, events were held regularly at the Herman Miller flagship store in New York City. It was my responsibility to work remotely with the New York team to create social media campaigns that promoted these events and drive traffic to the store.
In addition to events at the flagship store, I was the social media lead for the biggest annual events within the furniture industry: Palm Springs Modernism Week, Milan Design Week, and Chicago NeoCon. I worked alongside other departments within the company to create the social media strategy, outline the content calendar, assist with content creation, and execute the social media posts on the Herman Miller channels.
Campaign Highlight: Modernism Week
Company History.
Since Herman Miller is a 100+-year-old company, the history, and the archives are fundamental pieces to building awareness and brand loyalty. I worked alongside the archives team to include historic content within every social media campaign I created. History provides the audience with trust, not only in the company but the quality of the product.
Campaign Highlight: Alexander Girard
Corporate Social Responsibility.
The area of the business and content I was most passionate about working with and creating was efforts of corporate social responsibility. Social media campaigns I led in this area included Pride, Sustainability, Inclusiveness, and Diversity. My volunteer work within the extracurricular groups at Herman Miller connected me with a variety of individuals who gave me a diverse perspective and helped me create an ongoing inclusive message on our social media channels. Leading these campaigns also increased my experience working with influencers and creating brand partnerships.
Campaign Highlight: Lichen NYC
Product Launches.
Creating social media campaigns for product launches was a great opportunity for me to educate others on how important social media is within the marketing strategy. I built relationships with product launch leads and product managers to make social media marketing at the forefront of their planning from the beginning. This included a budget for paid ads and content suitable for success on social media platforms. I successfully helped bring multiple products to market on social media and saw direct web traffic and sales because of these efforts.