Bobbi Brown asked me to join the team at
Jones Road Beauty as Head of Video.
I built a nimble team of producers and editors, designed a flexible content strategy, set project management processes and post-production workflows, and directed, produced, and interviewed on-set for a variety of productions.
Video Content Strategy
I stepped into the brand and aimed to create a holistic strategy and approach to content creation that would allow us to bring in new customers and engage with those returning more deeply. I saw the current content and content we wanted to make going forward in three concise segments:
Content Acquisition: In collaboration with Growth Marketing
and Social teams, Video Creative would be responsible for putting products in front of new customers. We would create ads, product launches and teaser videos, social media, and quarterly TV commercials.Brand Storytelling: Focusing on giving Jones Road a voice, we
would create pieces that illustrate Bobbi’s beauty philosophy. As new territory for the brand, we worked to create OOH campaigns, short docs, customer testimonials and planned for cinematic story-driven content over time.Retention & Engagement: The brand positioned itself to be perfect for people who don’t like traditional makeup or don’t wear much makeup at all. This created an opportunity to educate customers on how to use new products, incorporate them into their routines, and keep coming back to the brand for tips and Bobbi’s insight. Our biggest swing was a new product education series, but also planned for video podcasts, in-person activations, and more.
The “I Am Me” Campaign
Inspired by the I Am Me Kit—a collection of products curated to make you feel confident, empowered, and beautiful—this was Jones Road’s first brand campaign. I was asked to make the centerpiece visuals, a set of videos featuring a diverse set of inspirational women.
I came up with the visual concept, produced the shoot, interviewed the women, filmed BTS and b-roll, and worked with a team of editors to polish each video into an engaging story.
Press Highlight: The New York Times: Gloria Steinem’s Beauty Ideals
Product Education Series
Educating customers about Jones Road products was a major pillar of my content strategy and allowed my team to dig deep into new launches, application techniques, and tips or tricks from expert makeup artists.
New Product Highlights
We would use new launches as opportunities to speak to the full product lines—shade comparisons, seasonality, skin type—and answer frequently asked questions.
Elevating In-House Talent
The brand didn’t want to rely on Bobbi for all video assets, and so I looked for ways to elevate other members of the team as experts customers could trust. This was a part of our retention and engagement strategy, but also an opportunity to expand brand voice.
PROCESS DEVELOPMENT
Project Management
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Video asks were made by multiple stakeholders without consistent oversight. Some teams used Asana and others used Notion.
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Utilizing Asana, I created a new pipeline for tracking all creative asks. New assignments were submitted through a detailed form and auto-assigned to me. I would review, assign to the proper producer or editor, and own the approvals process to ensure nothing was overlooked.
Shoot Debriefs
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Each shoot existed in a vaccum and presented an opportunity to better capture learnings and outcomes.
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I created a survey that was completed by all state-holders measuring what worked, what can be improved, and use this feedback to improv shoot planning processes.
Communication
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Slack was the main platform fo day-to-day communication with teams and individuals.
There were duplicate channels and channels without a clear purpose, so many important messages from key leaders were being missed. -
I reviewed channels relating to video content, archived unused or duplicate channels, and set clear avenues for communicating as a team, shoot planning, sharing content, and approvals.
Post-Production Workflow
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After each shoot all footage would be treated instead of selects, which meant up to a week of time was lost between shoots and the start of editing.
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Using industry best practices, I created a process that started the edit sooner and better aligned with our Asana pipeline.
Bandwidth & Resourcing
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I inherited one creative responsible for developing, shooting, lighting, and editing all video content. This led to intense burnout and slipped deadlines.
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On day 1 I took over personnel management, assessed the current workflow, and stepped in to set realistic timelines and manage expectations. I was also given headcount and made two editing hires alongside a healthy roster of freelance talent.
Frame.io Restructure
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Frame.io was one of a handful of video storage and review platforms in use by multiple teams. There were duplicate folders and assets taking up storage.
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I reimagined how Frame.io can be used for active edits and storage for the video creative and growth marketing teams.