Janae Schmidt

Led the development and execution of ASTR’s social media marketing strategy, with a focus on platform growth, employee development, and establishing ambassador program. Set benchmark KPIs and implemented a comprehensive end-to-end social media strategy, resulting in a 30% increase in Instagram followers within three months. Successfully built and launched the brand’s first ambassador program. Established relationships with key ambassadors, aligned ambassador creative briefs with overarching marketing campaigns, and incentivized the program to increase participation. Scaled the program to over 4K active ambassadors within 4 months.

Developed and executed Arctic Fox’s paid and organic social media strategy with agency and in-house support, focused on acquisition and growth. Created and managed the monthly content calendar to align team members on key marketing promotions and campaigns. Led go-to-market strategy for new product launches; collaborated with cross-functional teams to uphold brand identity through messaging and imagery. Oversaw strategy and development of the social media team, including the Social Media Manager, Content Creator, Community Manager, and Influencer Manager. Aligned individual team goals with theoverall marketing plans and brand vision.

Developed and executed successful social media strategy to increase engagement on all social media accounts, with a combined reach of 2M followers. Developed 360 marketing strategy to align with the company's philanthropic mission of donating 15% of profits to animal rescues. Focused on engaging storytelling surrounding the monetary donation across all marketing efforts. Increased productivity and content output on the social team by implementing a project management platform. Structured workload, streamlined communication, and created consistency among all marketing efforts.

Developed marketing strategy to increase influencer relationships by 30% YOY and augment company’s overall awareness campaigns. Aligned influencers to meet social media campaigns and marketing promotions. Led influencer marketing team to form on-going relationships with over 2k unique influencers and celebrities each year, reaching over 100M impressions. Provided mentorship to 8 employees, with a focus on developing and elevating junior team members. Improved tracking for the influencer marketing department to report on social media impressions and track employee progress. Coached employees on proper email communication, price negotiations, contract management and monthly goals. Conducted hiring, performance improvement plans, furloughs, termination, and yearly performance reviews. Managed $1M influencer marketing budget, maintained comprehensive budget tracking and provided monthly KPIs to leadership team and company investors. Planned and executed all yearly events and brand activations to increase brand awareness. Inclusive of design and development of event space, creating and tracking branded hashtags, co-branded collaboration for gifting suites, and managing guest lists to invite top talent.

Communicated with agencies, negotiated payments, maintained relationships, and signed contracts with over 1,000 influencers and celebrities. Worked cross-functionally with legal, accounting, and performance marketing teams. Supported planning and execution of on-going influencer events with 400 attendees, as well as facilitated budget and travel for top-tier influencers and celebrities attending events. Successfully implemented Lulus Micro Influencer Program. The initiative streamlined communication with ambassadors, clearly outlined upcoming campaigns, and empowered ambassadors to place their own orders, reducing team involvement in manually placing orders. The Micro Influencer Program allowed the marketing team to work with thousands of influencers for minimal cost. Established UTM tracking parameters for Youtube and Instagram story promotions. Tracked campaign performance, reported analytics to leadership, and referenced for future campaign planning.