Sophie Chamberlain Marketing Communications Digital Social Media Project Management Events
EXPERIENCED MARKETING COMMUNICATIONS PROFESSIONAL BA (HONS) PUBLIC RELATIONS WITH MARKETING GRADUATE EXPERIENCE DATING BACK TO 2005 Track record of developing and implementing lucrative ﬆrategies across digital communications, website development, eCommerce, content marketing, social media management, CRM, EDM’s, public relations and events management, Collaborative approach with a reputation for delivering quality results. An adaptive nature that thrives in a faﬆ paced environment and creative culture, in both agency and in-house settings. Desire to progress and explore, with the aim of gaining further experience in digital.
WEBSITE DEVELOPMENT & MAINTENENCE Project management for Scotty’s Make-up & Beauty, working with the CEO and web developers to create a brand new eCommerce website housing thousands of SKU’s.
• • • • • • • • •
Shopify CMS Project lead Tailored to all audiences Focus on UX, sales and profitability Design briefs Daily liaison with preferred developer Copywriting for all pages and specific product descriptions Creation of a ‘filter bar’ to allow consumers to to browse thousands of products with ease Successful introduction of Scotty’s Make-up blog, targeting professional make-up artists and hair stylists Day-day management of content Online sales have increased year on year
WEBSITE DEVELOPMENT & MAINTENENCE End to end project management for the Australian College of Make-up & Special Effects, managing the creation, execution and on-going development a new brand website for the accredited College.
• • •
• • • • •
Wordpress CMS Project lead Brand new, responsive website with eye-catching design Redevelopment with the introduction of several new pages tailored to target audiences, such as the Alumni page, showcasing student work experience opportunities and graduate achievements Tailored to all audiences Focus on UX, call to actions and database creation Copywriting for several new pages Design briefs Day-day management of content
CUSTOMER ACQISITION TOOLS
Branded postcards to accompany sachet samples, delivered in all orders Product information to help initiate a full product purchase encased in on-brand artwork Increased sales across lesser known SKU’s
EMBRYOLISSE for MEN AFTERSHAVE BALM Embryolisse for Men Aftershave Balm actively soothes, tones and moisturises the skin after shaving. Formulated to moisturise and soothe the skin, natural ingredients also work to tighten pores, brighten the skin and manage oil production in the T-zone. The ultra-penetrating gel is quickly absorbed and has a matte finish. ENERGISING SHOWER GEL Embryolisse for Men Energising Shower Gel is a gel-to-foam cleanser that can be used on the face, body and hair to remove impurities, re-fresh the skin and revitalise the hair, all in one go. The soap-free formulation treats the scalp, softens hair and invigorates the skin as it cleanses. Skin is left feeling fresh, soft and smooth while hair is clean, soft and shiny.
• • •
GWP goodie bags with product category exclusivity Key distributor-stockist relationship strengthened through collaborative activity Sales aid for hero product
BRANDED ASSETS Development of branded tools and assets to aid education, sales and support distribution for numerous brands in the Scotty’s Make-up & Beauty distribution portfolio, including RCMA (below).
RCMA – Artist Reference Guide How to use RCMA Foundations: A step-by-step guide 1. Prep & Prime - RCMA Pre-moisture foundation lotion: a perfect primer for all skin types and tones. Note, this should be added into of your regular daily moisturiser. - Embryolisse Lait Crème Concentre: rich and hydrating for all skin types and tones, quick to absorb into the skin, no additional moisturiser required 2. Conceal If needed, match a concealer to your required needs, eg. covering redness, under the eye, etc. Using a brush apply the concealer only to the area needed, use a sponge or your finger to blend the concealer into your skin. Note: if preferred, you can do this after the foundation has been applied. As RCMA foundations are so heavily pigmented, concealing is not always needed, thanks to the foundation provides excellent coverage on its own. 3. Powder Powder the concealer to set the colour, ensure it does not mix with the foundation (this will change its colour). 4. Find the correct colour combination for you This may be a colour on its own or a mixture of 2 - 3 colours to customise a perfect match your skin tone. 5. Warm the Foundation Using a spatula / cotton tip, decant a pea-sized amount of the foundation/s onto a clean palette / the back of your hand. This warms up the foundation and allows different shades to evenly mix together. 6. Thin the Foundation This step is not 100% necessary, only if you prefer a thinner consistency to work with. RCMA Foundations suit all skin tones, thanks to the ability to thin the cream foundation with your choice of product. You can use two products to do this: - RCMA Foundation Thinner This is an oil base. On the same palette, add 1-2 drops to the foundation and continue to mix until you get the desired consistency. The thinner adds shine and a dewy finish to the foundation. Note: this product is only suitable for those with dry – combination skin. NOT oily skin. For oily skin types, use the Lait Creme Concentre (detailed below).
RCMA – Brand & Product Information The Research Council of Make-up Artists Est.1963 Take a peak into the kit of any Pro Make-up Artist and you’ll spot RCMA! Founded in the 1960’s by renowned Make-up Artist Vincent JR Kehoe, the brand created a one of a kind foundation known as ‘Colour-Process Foundation’. The special formulation contains 50% pigment, which means a little goes a long way, and it stays put all day (even in the most humid climates). But the biggest trick up RCMA’s sleeve is the ability to mix their foundation shades together to create a custom shade that is unique to your skin tone. There are literally hundreds of colour combinations! But wait, it gets better! RCMA is suitable for all skin types, vegan and cruelty free. RCMA products can be split into the below categories; • • • • • • •
Palettes (18pc 5pc) Individual Foundations Individual Creme Concealor Individual Creme Rouge, Shader & Contour Shades Loose Powder Thinner Pre-Foundation Moisture Lotion
RCMA Foundations; • Cater to all skin tones, thanks to the ability to mix shades together to create your perfect shade of foundation. There are hundreds of color combinations. • Contain 50% pigment, one of the highest pigment-to-filler ratio on the market. To put this in perspective, most commercial foundations contain approximately 20% pigment. This means a little goes a long way and the finish of RCMA foundations is especially smooth. • Are VERY long lasting. Neither strong lights nor humid climates will make RCMA’s wining formula budge. • Neutralise and perfect the skin almost instantly for a picture-perfect finish. • The simple formulation of pigment, wax and oil mean that shades can be applied as foundation, blush, lip colour, or to highlight and contour. • Are created in the US, lovingly hand poured at the RCMA HQ in LA.
• Banner design • Artist Reference Guide • Brand and product information • Fact sheets tailored to stockists, employees and media • Banners to aid stockist marketing and communications activity and online presence • Two-way communication and collaborative relationships between the brand, distributor and stockists encouraged and secured
CONTENT MARKETING Scotty’s Make-up & Beauty X Freakmo campaign - social media KOL profiling, YouTube video and consumer competition to maximise online exposure throughout Halloween.
• Minimum investment • How-to Halloween Make-up YouTube video tutorial • 45,990 views • Supporting blog and consumer competition • Increased online sales
CONTENT MARKETING Copywriting for Scotty’s Make-up & Beauty blog, targeted to industry professionals, featuring a crosssection brands within the Scotty’s Make-up portfolio in via interesting and engaging content.
• • • • •
In line with visual identify; imagery and writing style Quotes from brand creators, CEO’s and KOL’s Trend feature articles SEO boost, traffic to e-store Amplified across social platforms
PLANNING AND MANAGEMENT Gantt charts, retro plans and calendars of activity communicating tasks and corresponding timelines to all necessary departments, each aiding management and forecasting procedures.
PITCHES , PROPOSALS AND REPORTS Presentations for clients and top tier management, including FY Reviews, NPL activation strategies, brand awareness activation plans and numerous rationales, clearly communicating project / campaign objectives, strategies, tactics and projected outcomes.
PUBLIC RELATIONS Complete set up of in-house press office for the Scottyâ€™s Make-up & Beauty portfolio (10 brands).
Professional Beauty Magazine August 2015
NEWS RELEASES & COVERAGE Targeted trade and digital outreach for ACMUSE as part of the ACMUSE Melbourne launch campaign.
AUSTRALIAN COLLEGE OF MAKE-UP AND SPECIAL EFFECTS (ACMUSE) OPENS MELBOURNE CAMPUS
ACMUSE is pleased to announce the opening of a brand new campus in Fitzroy, Melbourne, June 2016. Located in Melbourne’s inner-city mecca for all things cool and creative, the new ACMUSE campus will feature newly constructed make-up studios, an SFX workshop and state of the art photography studio, in light filled rooms with a modern decor. Students will be able to study the full course scope at the new campus, including CUF50407 Diploma of Specialist Make-up Services and CUV60715 Advance Diploma of Visual Arts, in addition to several non-accredited short courses. Students will be exposed to well-honed ACMUSE trainers, all of who have a minimum of 10 years experience, a proven track record and are actively working in the industry. Most notably, students will be exposed to the special effects make-up training that ACMUSE is synonymous with, including character creation, casualty simulation, sculpting, moulding and creating full-face prosthetics, all associated with make-up for film, T.V and theatre. Scott Lattimer, ACMUSE CEO, comments on the opening;
’ACMUSE has always strived to be the leader in education within make-up and SFX. Since inception, international recognition has always been a goal of ours. In 2005, I was first asked by professionals to open a College in Melbourne. I now feel that we are in the position to offer those wishing to study make-up and SFX in Melbourne the equivalent education that we provide in NSW. I am truly excited to see what we can achieve in Victoria.’ Several top Australian make-up artists are behind the opening, including multi-award winning make-up artist Lesley Vanderwalt (including an Oscar and BAFTA, 2016), SFX master Nik Dorning and top Australian hair & make-up artist Helen Magelaki, all of who have gone so far as to pass on testimonials;
+ amplification via social media and EDM’S
• • • •
Clockwise top – bottom: InStyle, July 2016 OK! , April 2015 Good Heath Magazine, March 2016
• • • • •
Clockwise: Grittypretty, 23rd July 2015 Lolita Says So, Feb 2016 Maria Yousif, Jan 2016 Oz Product Junkie, Jan 2016 (x2)
CREATIVE MAILERS Creative mailers to influential media across consumer, newspapers, supplements, digital and trade titles. Resulting social media coverage and hashtag usage encouraged and secured.
Clockwise; Kiehl’s Crème de Corps bespoke label for media, adhered to a limited edition 1L bottle of the hero product, in aid of the products yearly anniversary COVERGIRL Jumbo Gloss Balm creative mailer featuring a designer lip-shaped coin purse in a patent, bright red shade; complimenting the brands latest launch, packaged in box containing all shades in the range and a real red rose, finished with a ribbon and hand written note. Embryolisse Australia’s very first media mailer featuring fresh blooms.
PROFILE PIECES KOL profiling for Embryolisse, supporting an international campaign to position the brands hero product, Lait-Crème Concentre, as a make-up artists must-have in the minds of consumers.
Why top Make-up Artists love Embryolisse Lait-Crème Concentrè Campbell Ritchie International Make-up Artist
• ’’My no.1 go to product is Embryolisse Lait-Crème Concentré. I have used this product for as long as I can remember. It was first introduced to me by my Grandmother, Maman Lemettre, almost 2 decades ago (even at 93 years old, she has THE most beautiful skin. Ridiculously beautiful!). It lived in her bathroom cabinet, a shiny white and blue bottle. I would watch her use it, captivated by how she used it, as well as how much she used it! I followed suit, using it religiously because she did too. Many have told me that I do not look my age (38), more like 28. I truly believe that it's not only down to good genes, good skincare practice and a healthy lifestyle, but also the products I use. Maybe it’s ‘the French’ in the cream, they certainly know their beauty products! Maybe it’s the all-natural ingredients, whatever it is; it made me fall in love with it! I pretty much use it for everything these days (primer, remover, on my hands…) it’s a favorite amongst my Make-up Artist friends for this reason too. I’ve used this product professionally for so many years and all of the models I have used it on love it too, because it never causes a break out and does what it says on the tube; keeps skin looking and feeling it’s best. It’s a staple in my kit.’’ Price: Lait-Crème Concentré 75ml, $35.00. Stockist: Scotty’s Make-up & Beauty, 233 Broadway, Glebe, NSW, 2037, 0295189000 / 278 Nicholson Street, Fitzroy, VIC, 3065, 0394161714. www.scottysmakeup.com.au Contact: Sophie Chamberlain firstname.lastname@example.org
+ amplification via social media and EDM’S Coverage in Professional Beauty March – April 2015, also syndicated online
EMAIL MARKETING Electronic direct mail to customer databases to support marketing communications activity, communicating brand news, product launches and consumer events.
In line with visual identify Copywriting and imagery where needed Mail Chimp EDM’s $163.18 average order revenue (Shiny new website EDM) 96 clicks (Shiny new website EDM) 76% opens (Beauty So Clean EDM)
INTERNAL COMMUNICATIONS New procedures to improve internal communications between all departments and encourage staff development, ranging from monthly team meetings to staff performance reviews.
SOCIAL MEDIA MANAGEMENT Content creation, extensive conversation calendars, insight analysis, copywriting and crisis management for numerous international beauty brands, including COVERGIRL and Max Factor.
• • • •
Social media management since 2012 Execution of national facebook competition to meet P!NK Liaison with multiple stakeholders Adherence to creative guidelines
SOCIAL MEDIA MANAGEMENT Cross-platform community management and daily content creation for numerous beauty brands in the Scotty’s Make-up & Beauty portfolio, taking advantage of digital and industry trends to propel key messages.
• Management of 9 accounts including facebook, instagram, twitter and pinterest • Multi-platform content • Customer relationship management • Improved engagement across all platforms • Scotty’s Make-up & Beauty facebook page no.1 provider of traffic to the website • Minimum investment
SOCIAL MEDIA MANAGEMENT On-brand imagery tailored to the ANZ market was a focus for natural skincare brand Embryolisse, with an overall aim of building awareness across target audiences.
• Consistent increases across metrics • Media relations amplification • Customer relationship management • Increased awareness via on-brand visuals and key messages
SOCIAL MEDIA MANAGEMENT Social marketing with an educational edge for the Australian College of Make-up & Special Effects, across facebook, twitter and instagram.
• Conversation calendars • Competitions and PPC campaigns • Increased engagement • Positive stakeholder feedback, most notably from prospective students • Improved online presence
VISUAL MERCHANDISING Full-size, permanent external window decal’s for ACMUSE. All project objectives were met resulting in an eye-catching visual, in-line with company branding. This project was co-managed with the CEO and involved daily liaison with designers and printers.
79874_01_D1.pdf Item - 1 Window Decals -Internal 1 @ 5430 x 2240 Single Sided Tiled Design 1 of 1 design(s)
ENTRY VIA SCOTTY’S MAKE-UP & BEAUTY 79874_01_D1_t_07.indd
THE ARTS SCHOOL FOR MAKE-UP ARTISTS 79874_01_D1_t_04.indd
COMPANY BROCHURE Educational B2C brochure for accredited make-up college ACMUSE, updated with fresh content, to inform, educate and inspire readers.
• • •
In line with visual identify Clear and concise translation of RTO training package information Copywriting and editing Image selection Daily liaison with designers and printers to meet tight deadlines Approved by CEO
ECOMMERCE WEBSITE ARTWORK Simple yet effective banners for the homepage of Scottyâ€™s Make-up & Beauty, created on an ongoing basis post-website build.
VISUAL COMMUNICATIONS Eye catching imagery for Scotty’s Make-up & Beauty, spanning promotional images for sales, social media activity and branded collateral for external events.
• • • •
Adobe Suite Photoshop CS6 Simple yet effective Strict time management
CORPORATE BROCHURE Sole creation of a corporate brochure for Transport for London (TfL) and Amey (Roads) Plc, communicating the partnership between both companies and the positive effects it has on Londonâ€™s transport network. Copywriting, editing, image selection and composition (in-line with brief) via Adobe InDesign, approved by top tier management.
PARTNERSHIP ACTIVITY Sole management of ACMUSE guest seminar with Sephora Australia, for students across all courses, focusing on make-up for retail and career progression as a freelance make-up artist.
Defined objectives met Future guest seminars confirmed
6 MONTH PRESS LAUNCH A series of events for Kiehl’s ‘Beautiful’ awareness and fundraising campaign, in partnership with AIDS charity Terrance Higgins Trust (THT). The first of which embodied a media event at The Covent Garden Hotel, London, communicating the brands forthcoming launches in detail.
Bespoke Kiehl’s Crème de Corps for each member of the media Collaborative goodie bags filled with new, limited edition Keihl’s THT Lip Balm and gift packs
• • • • • •
Cosmo Grazia Hello! Vogue.com INSTYLE The Gay Times
PHILANTHOPIC ACTIVITY Sole management of philanthropic fundraising event at the Keihl’s counter of Selfridges, London, featuring a live band, bespoke cocktails, canapés and cupcakes, with 100% of sales going towards leading AIDS charity THT.
• • •
Unveiling of 3 celebrity Kiehl's canvas bag designs by Gail Porter, Matt Horne and Allegra Hicks Record sales or charity VIP invitation and celebrity attendance
PHILANTHOPIC ACTIVITY The second in a series of philanthropic fundraising events by Kiehl’s for THT, this time at the brands flagship store, Covent Garden, London. A fun evening dedicated to VIP customers, celebrity ambassadors and KOL’s. 100% of sales went to charity.
• • • •
Celebrity attendance VIP attendance Record store takings High product sales
NEW STORE LAUNCH OPENING Sole management of a new store launch event for Scotty’s Make-up & Beauty Melbourne, including strict budget management and execution of supporting marketing activities.
C E L E B R AT E T H E O P E N I N G O F
S C O T T Y ’ S MELBOURNE
WITH US ON MAY 29, 4 . 3 0 - 7 . 3 0 P M AT
FITZROY, VIC, 3 0 6 5. R S V P : SOPHIE@SCOTTYSMAKEUP.COM.AU!
• • • • •
Regional media, VIP guests, KOL’s and stockist attendance Social media presence New stockists secured Online media coverage Highest level of shop takings that year
NEW STORE LAUNCH OPENING New store launch event for Aromatherapy Associates boutique and treatment rooms in Knightsbridge, London. Day-long media event to mark the occasion and communicate a new bespoke aromatherapy oil blending service, executed to success, resulting in sought after online and print coverage.
• • •
Media, KOL’s, social media and coverage Tatler Best Spa Guide Vogue.com
NEW PRODUCT LAUNCH EVENT Shu uemura Tokyo Eyelash Collection Press Event involving a day – evening event with an after party, effectively communicating the new product collection in an art gallery setting featuring a catwalk, live artist demonstrations and music acts to educate, inspire and create buzz.
High levels of attendees VIP’s, top tier media, KOL’s, team members
INDUSTRY NETWORKING EVENTS Ben Nye Pro-Night for local Make-up Artists, Hair Stylists and VIP customers, held at Scotty’s Make-up & Beauty Melbourne flagship store in Fizroy, strengthening the relationship between both brands and key opinion leaders, while simultaneously communicating new product launches in detail.
• • • • •
Immediate sales Social media presence in industry circles Improved brand awareness Relationship building Artist profiling resulting in credits, utilised at future events
FASHION WEEK Fashion week experience varies from sponsorship and PR to Makeup Artistry. Below; Kiehl’s Stylist Series Sponsorship of the LFW A/W Peter Pilotto show and MBFW Make-up Artistry for Max Factor, Tallulah and Eastern Pearson shows.
• • •
Immediate online coverage Social media throughout 1-1 Interviews for media
Marketing Communications Social Events