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Retail Marketing | Organic Social | Paid Media | Campaign Strategy
Electronic Express
Social Transformation
Developed scalable brand and campaign systems ensuring consistent voice, visuals, and storytelling across film releases and digital campaigns.
Problem
• Social content relied heavily on vendor-provided promotional assets
• Limited brand storytelling and community engagement
• Needed content that balanced retail sales and brand personality
Strategy
• Shifted content approach to brand-led storytelling and recurring content series
• Built content pillars balancing promotion, education, community, and entertainment
• Prioritized short-form video and trend participation to increase discovery
Results
• 6.7M+ impressions and 5.5M+ reach across brand channels
• 47% growth in new followers during measured periods
• 5%+ average Instagram engagement rates across campaigns
Retail Campaign Strategy |Organic Social Growth | Paid Social Support | Content Series Development | Analytics & Performance Optimization
Before

Vendor-led, promo-heavy posts
After

Brand-led, personality-driven content
Content Pillars Structure
Promotion
Drive revenue and highlight products & deals.
Content examples:
• Sales promotions
• Product launches
• Deal highlights
• Limited-time offers
• Vendor partnerships
Goal: Drive store traffic & purchases.
Education
Help customers make smarter purchase decisions.
Content examples:
• Product spec breakdowns
• Buying guides
• Feature comparisons
• Tech explainers
• Product demos
Goal: Build trust & purchase confidence.
Entertainment
Increase discovery and reach through culture-driven content.
Content examples:
• Trending audio & memes
• Humor-driven posts
• Relatable retail moments
• Staff personality clips
• Viral format participation
Goal: Boost reach & audience growth.
Community
Build loyalty and audience interaction.
Content examples:
• Polls & questions
• Customer stories
• Event coverage
• Giveaways
• Community shoutouts
Goal: Increase engagement & brand loyalty.
Black Friday Campaign Series
High-energy short-form content series promoting Black Friday deals across organic and paid social.
Strategy
• Built urgency-driven short-form deal content
• Used trending audio + product highlights
• Supported rollout with paid amplification




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
