@Refinery29 Instagram Strategy + Management
Refinery29 is a digital media and entertainment company that is the modern woman's destination for how to live a stylish, well-rounded life.
In 2015, I was brought onto the team to develop an Instagram strategy for @refinery29, which grew the audience of ~600k followers to where it stands today.
Refinery29's main Instagram account became an important social extension of the larger brand. With now more than 2 million followers, @refinery29 has established itself as a thought-leader in the space and has become an online resource for a diverse and passionate community.
In addition to platform strategy – branded and editorial, I collaborated with many creatives and artists to create a brand-defining voice and aesthetic on the platform, which focused on the issues we cared about like the mental health, diverse representation, the climate crisis, equality, and more.