Daniel Wellington is a Swedish watch brand that revolutionized the industry by pioneering influencer marketing and leveraging social
media as its primary growth engine.
Over nearly six years at Daniel Wellington, I had the pleasure of managing and expanding the brand's global social media presence (+5M followers) and setting best practices in the emerging influencer marketing industry.
Together with the team I managed all own social media platforms, including Instagram, Facebook, TikTok, YouTube and more.
In addition to sourcing, planning, and managing all content,
I created platform-specific content. Including ideation,
art direction, video editing and copywriting.
INVENTING INFLUENCER MARKETING AND BUILDING
A GLOBAL BRAND THROUGH OWNED SOCIAL MEDIA
To fully harness the central role of social media, our department collaborated extensively across other departments, including Design, Retail, Brand, and E-commerce. Additionally, I optimized content using Facebook Ads Manager to ensure our assets performed as effectively as possible, consistently achieving traffic and sales targets.
While being in the influencer marketing-team, I led high-performing collaborations, negotiated long-term partnerships with agencies, organized events, and managed influencer campaigns from stase initiatives significantly contributed to brand-building efforts and the achievement of ambitious short-term sales targets.
