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case study

Building the Marketing Function from Scratch for a Global Beauty Manufacturer

Role:
Director of Marketing

Company:
Cosmopak

Duration:
February 2021 – July 2025

Location:
New York, New York (Hybrid)

The Challenge

Cosmopak, a global turnkey and packaging provider, had no internal marketing function—no established systems, defined messaging, or content strategy. With a rich client portfolio and cutting-edge product innovations, the company needed a marketing foundation that could support sales, elevate brand presence, and introduce new offerings in a competitive B2B landscape.

My Role

As the company’s first-ever marketing hire, I was tasked with establishing the department from the ground up. I led all brand, content, and digital efforts, built infrastructure and systems, and created scalable tools to support cross-functional growth. I was responsible for full-stack marketing execution while shaping Cosmopak’s visual identity and messaging in a way that aligned with commercial priorities and innovation.

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Example of sales deck I created to launch new turnkey solid fragrance capability

Key Initiatives & Contributions

Built the Marketing Engine

  • Established the marketing department as the first hire, developing foundational strategies, systems, and internal workflows to support long-term business growth.
  • Created and maintained detailed documentation including SOPs, brand guidelines, intake forms, reporting templates, and best practices.

Brand Messaging & Sales Enablement

  • Refreshed and unified company brand messaging across all external and internal marketing channels.
  • Designed all sales and marketing collateral—pitch decks, product sell sheets, RFPs, and capabilities presentations—tailored for various customer segments.
  • Shared internal wins, innovations, and updates to foster alignment across departments.

Digital Infrastructure & Campaigns

  • Launched a new blog and content marketing strategy to increase organic web traffic and educate prospects.
  • Managed all website updates and improvements, ensuring accurate reflection of product innovations and services.
  • Ran email marketing campaigns through HubSpot with segmentation strategies informed by CRM and analytics.

CRM & Analytics

  • Introduced Zoho CRM to the company, setting up sales pipelines, contact segmentation, and usage protocols.
  • Built a reporting framework to monitor KPIs across campaigns—open rates, engagement, conversion—to optimize performance.

Social Media & Content Creation

  • Managed all organic social media channels with a consistent visual and messaging framework.
  • Produced and curated content across formats—photoshoots, videos, written content—with a focus on highlighting innovation and sustainability.

Advertising & Earned Media

  • Planned and managed Google Ad campaigns to support lead generation and product visibility.
  • Oversaw media partnerships and advertorials with top trade publications to drive awareness and credibility.

Event Marketing & Trade Shows

  • Led trade show marketing strategy and logistics—from booth design and product displays to show-specific marketing collateral.
  • Built demand generation materials and coordinated with sales to support account-based marketing efforts on-site.

Sustainability Storytelling

  • Collaborated with product development and innovation teams to develop the “Ecoforward” framework.
  • Crafted educational materials and customer-facing assets to promote sustainable packaging solutions.

The Results

  • Increased key client wins and trade show conversion, boosting the sales team’s outreach efforts.
  • Improved contact management and supported targeted campaign segmentation and reporting.
  • Repositioned Cosmopak as a thought leader in turnkey beauty solutions, which contributed to stronger B2B credibility across channels.
  • Built scalable systems like Airtable (for content planning and task tracking) and Hubspot CRM (for lead and client tracking).

The Impact

By building Cosmopak’s first-ever marketing department, I transformed the company’s brand presence, communications, and lead generation strategy. My work helped shift the company from a vendor-first model to a value-driven partner for beauty brands—elevating market perception, increasing inbound demand, and laying the foundation for scalable growth.

Project Samples

cosmopak-vegas-lets-play

Spinning Up Engagement: Let's Play Turnkey Mascara Launch

Situation: First major product launch post-joining; required showcasing each mascara's unique formula.

Action: Transformed a physical spinning-box concept into an interactive digital spinning wheel embedded in the website. Created supporting blog content, social posts, and email campaigns.

Outcome: Extended product launch visibility into digital platforms, resulting in heightened engagement.

View Let's Play Case Study
cosmopak-ecoforward-screens-scroll

Building a Sustainability Framework That Became a Brand Pillar

Situation: Competitors were pushing sustainability while customer interest was rising—needed internal advocacy.

Action: Built a business case for a sustainability initiative, collaborated with Creative Director to establish the Ecoforward framework, and built the sustainability section on WordPress. Connected this to the upcoming “Rooted in Beauty” collection.

Outcome: Became a core content pillar, enhancing brand positioning and differentiating the company.

View Ecoforward Case Study
cassandra-buisson-cosmopak-zamac

Zamac Applicators: Fast-Tracking a Product Launch into Active Leads

Situation: Received a new product last-minute and tasked with generating inbound interest.

Action: Photographed and edited product visuals, identified unique selling points, then created and published blog post, email, and social campaign to launch.

Outcome: Sparked multiple inbound inquiries, several of which converted into active projects.

View Zamac Case Study
phone scrolling IG content

Building a Social Media Strategy That Turned Content Into Connection

Situation: Cosmopak needed to showcase product innovation and sustainability while humanizing the brand to attract both clients and talent.

Action: Developed content pillars (innovation, sustainability, behind-the-scenes, community), led creative direction, and executed campaigns across Instagram, LinkedIn, Facebook, and TikTok. Produced content through a mix of professional shoots, hired creators, and my own photos/videos—repurposing one shoot into multiple formats for maximum impact.

Outcome: Built a consistent, scroll-stopping presence that boosted brand awareness, highlighted Cosmopak’s leadership in sustainability, and strengthened recruiting efforts through authentic storytelling.

View Social Media Case Study

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