Frank Darling Work

I was brought to Frank Darling to optimize and grow their blog, Etiquette. Throughout my time in the role, the organic growth of the blog was a key priority in galvanizing the brand and top of funnel lead generation.

My work with the blog was focused on headline writing, keyword research, creating outlines for writers that ensured consistent brand voice, editing, scheduling, and continued optimization of top performers.

Under my leadership, the blog grew from 50,000 to 150,000 unique monthly users, and several article consistently rank in the Google top 10.

In early 2022, leadership decided to go after a new channel to expand brand presence an incrementally increase revenue. In addition to my content strategy duties, I took ownership of the affiliate channel.

Under the mentorship of a consultant, I launched Frank Darling on several major loyalty channels such as Rakuten Rewards, Honey, RetailMeNot and several others. I also leveraged content partners to get the brand featured in PureWow, Buzzfeed, Valet Magazine and several others.

Under my leadership, the affiliate marketing channel scaled to over 1m in sales per month, which accounted for 20% of the company's overall sales in 2022.

My objective was to take a small following of around 4,000 to new heights through completely organic growth tactics.

Through consistent, product focused content, highly interactive stories that turned followers into fans, and early implementation of the Instagram reels feature, I was able to organically grow Frank Darling's Instagram to nearly 20,000 followers and an average engagement rate of 7%.

The example shown here is a quick, eye-catching product reel that drove over 200,000 eyes to the channel.

My aim was to expand the social media reach of the brand by becoming an early adopter in a quickly growing platform.

By creating a healthy mix of educational and quick, trending content, lead generation from TikTok became a reality and drove over $200,000 in sales since implementation.

In order to stay in line with the educational brand voice, I contributed a few talking head videos to the channel in addition to creating every other video on the channel up to Jan 2023. The educational example shown here continues to be the most viewed video on the Frank Darling TikTok channel.

The concept of this sale was to take an excess inventory of lower color and clarity lab grown diamonds and make them accessible to a wider audience than our standard product suite. This sale was intended to integrate several marketing channels and create buzz for the brand in addition to driving sales.

I photographed and shot video of each diamond, priced them and promoted the sale through Instagram stories, Instagram grid, email and TikTok. I ran the sale completely through Instagram stories and DMs, offered a unique product suite of settings exclusive to the sale, invoiced each customer and managed product inventory.

The sale was a resounding success, driving over $100,000 in sales and creating buzz for the brand on new channels like Reddit. We ran the sale two more times, each driving more sales than the last.

I envisioned a social media campaign that capitalized on the brand's popular pasta ring collection and incorporated the Valentine's Holiday. In coordination with the product development team, we designed a new addition to the collection called the Lasagna band.

To promote the product launch, I created an Instagram giveaway aptly titled "Love & Lasagna". We gave away one of the new bands and a gift certificate to a favorite Italian restaurant in NYC in exchange for channel engagement and social sharing. I led the art direction of the product and campaign, as well as the implementation and copy.

The giveaway organically increased the brand's Instagram following by 5% in one week, and the Lasagna ring is one of the brands most popular wedding bands!