Lindsay Arakawa

Refinery29

Refinery29 is a digital media and entertainment company that is the modern woman's destination for how to live a stylish, well-rounded life.

During my time there, I created, developed, implemented, and continued to evolve an Instagram platform and content strategy for @refinery29, which increased their audience to from around 600k followers to 2 million followers.


My main responsibilities as a Senior Creative Social Strategist included:

  • Overseeing and developing high-performing platform strategies by identifying and capitalizing on industry trends.
  • Leading the way with innovative new approaches when ideating and developing campaigns across paid and editorial projects.
  • Managing, creating, and executing multiple content strategies for Refinery29’s Instagram accounts (@refinery29, @29rooms, @shatterbox [female-directed short films], and previously @r29style) — positioning Refinery29 as a strategic and creative thought-leader on the platform.
  • Collaborating with in-house teams, agencies, clients, celebrity managers, talent/artists, etc. to prioritize social asset capture and optimization on photoshoots (editorial + branded) for Refinery29's owned channels and for promotion on partner channels.
  • Improving and establishing growth strategy partnerships (with media brands like MTV, Huffington Post, Teen Vogue, Bon Appétit, Billboard), collaborations with up-and-coming artists/designers/illustrators/poets/etc. (launched #R29Collabs in 2015), and brand opportunities to optimize for growth, reach, user-acquisition, and content.
  • Launching and developing social-first campaigns, hashtags, and activations around relatable cultural moments that were important for Refinery29 to participate in – constantly pushing for diverse representation and storytelling.
  • Creative concepting, art directing, and producing photo shoots for advertorial and editorial purposes.

Refinery29's main Instagram account (@refinery29) became an important social extension of the larger brand. With now more than 2 million followers, it has established itself as a thought-leader in the space and has become an online resource for a diverse and passionate community.

Role Responsibilities:

Instagram Platform Strategy, Account Management, Content Creation and Planning, Community Management, Audience Research, Platform Analytics, Paid Content, Art Direction, Event Production, Photo Production, Additional Account Launch Strategy, Media and Influencer Partnerships, and Brand Strategy

Using Format