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ELECTRONIC EXPRESS
ELECTRONIC EXPRESS
Social Transformation
Led the social media strategy and content execution for one of the largest electronics retailers in the Southeast, driving brand awareness, engagement, and revenue by transforming social channels into high-performing marketing assets that connected with local communities.
CLIENT
Electronic Express
INDUSTRY
Retail Electronics
ROLE
Social Media Manager
TIMELINE
2023
THE OPPORTUNITY
Turning Retail Content into a Growth Engine
Electronic Express had strong brand recognition but lacked a unified social strategy. Content leaned heavily on manufacturer assets, limiting personality, community engagement, and long-term audience growth.
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Social channels relied heavily on vendor-provided promotional assets
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Brand storytelling lacked consistency across platforms
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Community engagement opportunities were underutilized
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Content needed to balance retail promotions with brand personality
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Growth required a scalable strategy across multiple platforms
THE APPROACH
Building a Social System That Scaled
I rebuilt the social strategy around recurring content pillars, platform-specific creative, and measurable performance. Every campaign was designed to strengthen brand awareness while supporting both engagement and sales.
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Developed platform-specific content strategies based on audience behavior
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Built recurring content pillars for promotion, education, entertainment, and community
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Produced original short-form content alongside paid campaigns
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Partnered with vendors, influencers, and local businesses to expand reach
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Optimized publishing cadence, creative performance, and reporting
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Used analytics to continually refine strategy and improve results
KEY IMPACT
Instagram Reach Increase
366%
264%
Facebook Reach Increase
Instagram Impressions Increase
364%
47.9%
Overall Follower Growth
Users Reached Across All Platforms
5.5M
125%
Increase in Overall Engagement
Increase in Video Post Views (8.2K)
12.6%
6.7M
Total Page & Profile Impressions (+11.3%)
Project Overview
Through strategic content, community partnerships, and performance-driven execution, I transformed Electronic Express's social channels into a powerful extension of the brand—driving awareness, engagement, and measurable business results.
CRANKED UP FILMS

40th Anniversary Campaign
Celebrated 40 years through employee stories and brand history across all digital platforms.

Black Friday Campaign Series
Short-form content series highlighting deals, product features, and store visits to drive traffic.

Educational Content
Created educational content around home improvement topics to build trust and position EE as a helpful retail resource.
It's difficult to overstate just how talented, driven, and valuable Devin was as a teammate and creative professional. His passion for social media content shines through in everything he creates, and his positive, collaborative attitude made him an absolute joy to work with. Devin exemplifies what it means to be a team player, and his outstanding work ethic and creativity had a direct and lasting impact on our team's success.
Devin brought a fresh, engaging energy to our social media presence at a time when we were struggling with engagement. His ability to craft compelling content, from regular posts to larger campaign strategies, was unmatched. He has a remarkable eye for detail and a unique creative instinct that sets his work apart.
What truly distinguishes Devin is his communication and collaborative spirit. Whether he was brainstorming campaign ideas, coordinating with web and marketing teams, or fine-tuning the messaging behind a giveaway or landing page, he approached each task with enthusiasm and a strong sense of ownership. His energy was contagious and often inspired those around him, myself included, to push further creatively.
Any team would be lucky to have Devin, not only for his creative expertise and social media acumen, but for his thoughtful, team-oriented approach to work. Saying goodbye to Devin was truly difficult; we lost not only a phenomenal content strategist, but also a teammate who genuinely cared about the success of those around him.
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Mitchell Gruner | Frontend Developer at Electronic Express
