By Terry
Services
Social Media Strategy & Management
Year
2024/ 25
Over a six-month engagement, I worked in close partnership with BY TERRY to manage and evolve their global social media presence during a key moment of internal transition.
Brought in as an external consultancy, my role was to ensure brand continuity while delivering strategic oversight across three key initiatives: the introduction of the Brow Blackstar collection, the launch of Rouge Opulent Lipstick, and the repositioning of the brand’s core SKUs into a new Icons Collection.
The Scope
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Strategic Assessment & Consumer Archetypes
Upon joining, my first priority was to assess platform performance, content effectiveness, and available budgets. Working closely with the e-commerce and PR teams, I developed a set of consumer archetypes that informed both the paid strategy and the direction of future social content.
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Content Production & Asset Development
Leveraging a mix of BY TERRY’s in-house resources and my own network of trusted photographers, videographers, and lo-fi creators, I led the production of weekly elevated, socially native assets. These were deployed not only on organic channels, but also across paid media, e-commerce, and CRM.
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Team Leadership & Oversight
I oversaw day-to-day content planning, execution, publishing, and approvals—managing a junior social media coordinator to ensure cohesion across the editorial calendar, campaign timelines, and platform nuances.
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Influencer Partnerships & Creator-Led Storytelling
To support the storytelling of all three campaigns, I sourced and managed a new roster of influencers and content creators - balancing existing relationships with new introductions, and working strategically within budget. Content included application tutorials, lifestyle vignettes, and review-style videos designed to feel native yet elevated across platforms.
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Audience Growth & Paid Strategy Support
During the engagement, I helped the brand reach and exceed its 2025 follower growth target of 500K followers, by 10K followers, through giveaways, creator partnerships, strategic boosting, and paid amplification.
The Highlights
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Introduced over 20 new creators and influencers to support campaign storytelling across three launches.
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143% uplift on month-on-month follower growth rate, exceeding BY TERRY’s 2025 KPI by 10K followers.
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Delivered 50+ high-quality assets used across organic social, paid media, e-commerce, and CRM.
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25% increase in average engagement rate during key campaign periods.
The Feedback
“I had the pleasure of working with Carolina, an outstanding Social Media & Content Manager. She is not only highly skilled and knowledgeable, but also incredibly reliable and proactive.
She built our social media identity from the ground up, setting clear and effective brand guidelines that became a strong foundation for our content strategy. Her creative vision and strategic thinking helped us grow our community significantly, especially our network of influencers.
Her ability to craft engaging content, combined with her sharp eye for aesthetics and deep understanding of each platform's nuances, made a real impact. On top of that, she has a great sense of collaboration and always brought fresh, innovative ideas to the table.
A true asset to any team – I couldn’t recommend her more highly.”
Sophie Guetta - CEO, BY TERRY
