As a Marketing Specialist at The Taubman Company, I played an integral role in developing and executing creative digital and experiential strategies that significantly boosted awareness, engagement, traffic and tenant sales at Beverly Center. My responsibilities encompassed organic and paid social media, influencer partnerships, digital media, campaign management, PR, email marketing, events, activations, and creative development.
My contributions were further recognized by the corporate office, which granted the opportunity to lead dynamic social media sessions at the national marketing conference in April 2024. This opportunity allowed me to share my creative expertise on a larger platform and subsequently mentor colleagues at multiple sister properties, providing 1-on-1 training in creating social media content, design and event production. Being recognized for my creative skills and having the opportunity to mentor and support the growth of my colleagues has been a highlight of my career at The Taubman Company!
SOCIAL MEDIA
With social media at the forefront of Beverly Center's brand, I managed organic and paid editorial calendars, overseeing the creation, editing, scheduling, and analysis of dynamic, engagement-driving photo and video content for Instagram and Facebook channels. As an expert and leader in creating engaging social media experiences, I managed 6+ influencer campaigns monthly with hyperlocal influencers from lifestyle to luxury segments, boosting Beverly Center's local reach and impact. Influencers were key in amplifying evergreen shop-&-dine campaigns, new store openings, events, activations, and follower giveaways. Additionally, I managed budgets for paid social and influencers, ensuring effective allocation of resources.
Constantly challenging myself to think outside of the box when creating content to support center initiatives and tenants across a range of industries and offerings, I transformed the brand's social media experiences with appeal to Millennials and Gen Z, resulting in a 30% increase in brand YoY, 40% follower growth, 83% increase in profile visits, and enhanced overall engagement by 20%.
EXPERIENTIAL
Throughout my tenure at Beverly Center, I played a pivotal role in producing 80+ monumental sold-out events and series at the center. Collaborating closely with cross-functional teams, my key responsibilities encompassed event development, production, promotion, ticket management, brand sponsorships, vendor management, social media coverage, and photography. Experiences ranged from panel discussions, fitness classes, and Pride extravaganza to crafting sessions, cultural celebrations, and more, including influencer-hosted events, celebrity brand activations and FYC experiences with Netflix, Peacock and NBC Universal. Each monthly activation significantly boosted local awareness, traffic, and tenant sales where 60% of attendees reported extremely likely to return to Beverly Center in the next 2-3 months, with 30% visiting 5 or more stores, spending $250 or more.
Key drivers in event promotion included captivating social media creative, strategic geotargeting, and hyperlocal influencer partnerships to create viral moments on TikTok and Instagram. These strategies resulted in sold-out events, increased center traffic and dwell time, and enhanced overall brand awareness for the center. Tenants benefited from these successes through curated bounce-back placements, boosting same-day revenue upwards of 40% by engaging the captivated audience present at each event.
A personal highlight was producing the Listen @ BEV Podcast Series in partnership with the internet’s favorite couple, Alexandra Madison and Jon Bouffard from the Give it to Me Straight Podcast, for a live show in Grand Court. Fans traveled from around the globe to meet Alex and Jon while enjoying cocktails, tray-passed bites, branded treats, live beats, bespoke typewriter poems, and a red carpet meet-and-greet. Click here to view the event
DIGITAL
In addition to social media initiatives, I spearheaded comprehensive digital marketing initiatives including website management, seasonal gift guides, weekly newsletters, and collaborating with the corporate team on digital media strategy, budgets, and placements. Working closely with PR partners at The Brand Agency, Beverly Center was featured across notable media outlets and celebrity brand partnerships.
CREATIVE
The Taubman Company encouraged my creative vision, allowing me to find harmony in creative and marketing strategies to enhance the iconic brand, repositioning Beverly Center as a leader in LA fashion, dining and lifestyle across digital, print and outdoor media campaigns. I served as the brand photographer, videographer, graphic designer, and editor, as well as collaborated with freelance photographers as art director for editorial photoshoots. My creative contributions can be seen across center signage, digital properties, local magazines, media sites, westside Metro bus kings, and Outfront billboards along Beverly Blvd. and Fairfax Blvd.
Embracing constantly-evolving social media trends and editing styles has paved way for opportunities to mentor and train colleagues at national sister properties within the Taubman portfolio, showing instantaneous engagement results and creative progression.