Sharpie x Michael's Craft Stores x @ByJordana

Goal: Drive in-store and online retail sales through a coordinated influencer campaign for a portfolio of school and craft brands (Sharpie, Elmer's, EXPO, Prismacolor)

Approach: Led a partnership between Newell Brands (my employer) and Michael's craft stores (our customer) and a key influencer, @byjordana. To do so, I planned and hosted 20+ virtual influencer events and was the main contact for all parties related to the campaign, including all direct communications with Jordana. I also approved influencer videos and collaborated with internal teams to promote each activation across social and retail channels.

Result: 300% increase in online sales vs PY. This campaign also earned Newell's internal award for Best Marketing Campaign for the year.