Social Strategies for Modern Brands
Hello, I’m Lauren! I’m a San Francisco–based social media manager creating content and strategy at Beauty Industry Group.
Brands I’ve worked with
Case study 1
Rebuilding Babe Hair’s TikTok Strategy
Role
Social Media Manager
Company
Timeline
Q2 - Q3 2025
Context
Babe Hair is a professional B2B hair extension brand within the Beauty Industry Group portfolio, distributed through salon professionals and beauty distributors.
Description
When I joined the Babe Hair team, TikTok engagement had declined significantly compared to previous months and the prior year. Since engagement rate was our primary success metric, I analyzed content performance trends and identified that educational and relatable content was outperforming transformation-style posts.
I shifted our TikTok strategy for Q3 to prioritize educational and relatable content, developing concepts and repeatable formats that could scale. I then tracked performance closely and iterated based on results.
Impact
Additionally, after applying similar strategic adjustments to Instagram, Babe Hair’s engagement rate (views) increased by an average of 31% month-over-month between December and February.
Case study 2
Scaling a Stylist-Led Content Pipeline
Role
Social Media Manager
Company
Timeline
Q3 25 - Q1 26’
Context
Babe Hair is a professional B2B hair extension brand within the Beauty Industry Group portfolio, distributed through salon professionals and beauty distributors.
Description
When I joined Babe Hair, the brand already had an ambassador-style program in place. I took ownership of managing and refining The Stylist Network, a group of professional stylists who create content featuring Babe Hair products.
Each month I coordinated ambassador seeding, managed contracts, and briefed stylists on the types of content the brand needed, including installs, removals, consultations, and product education. After receiving their content, I selected and published the strongest pieces across Babe Hair’s social channels and tracked performance to evaluate ongoing partnerships.
Impact
Case study 3
Launching an In-House Content Production System
Role
Social Media Manager
Company
Timeline
Q2 - Q4 2024
Context
Glam Seamless is a direct-to-consumer hair extension brand in the Beauty Industry Group portfolio. The brand targets millennial women with a fun, celebrity-inspired aesthetic.
Description
When I joined Glam Seamless, I took ownership of all social media content production. While we were leveraging UGC, the brand needed higher-quality, strategically planned content that aligned with our marketing calendar and supported multiple channels.
I led in-house content production in our salon space, hiring and managing a freelance videographer while developing shoot concepts, mood boards, and scripts. I also partnered with the Head of Marketing and cross-functional teams to create content that could support campaigns across social media, the website, and broader marketing initiatives.
Impact
The in-house production strategy significantly elevated content quality and produced several top-performing videos across Instagram and TikTok during Q3–Q4 2024.
Case study 4
Refining Short-Form Content for Higher Retention
Role
Content Creator
Company
Personal work
Timeline
Q1 25 - Present
Context
I run my personal creator brand, @laurenxkittle, where I produce fashion and lifestyle content across Instagram and LTK. Through consistent content creation and platform-native storytelling, I have grown my Instagram account to 33,000 followers and my LTK account to 22,000 followers.
Description
While reviewing my analytics, I noticed that my audience retention rate was declining. My first approach was reducing video length, but this only produced minor improvements.
I then redesigned my editing style to make videos more engaging while keeping the same topics. I increased pacing through tighter cuts, added sound effects and on-screen elements, and leaned into a format focused on direct-to-camera storytelling and value-driven content.
Impact
