case study

Behind The Feed: Cosmopak Social Media Management

Role:
Director of Marketing

Company:
Cosmopak

Duration:
February 2021 – July 2025

Location:
New York, New York (Hybrid)

Overview

At Cosmopak, I led the social media strategy and execution across Instagram, LinkedIn, Facebook, and TikTok, with the main emphasis on Instagram and LinkedIn. I managed the process end-to-end: strategy, content creation, campaigns, and community engagement.

Since Instagram remains the best archive of my work, this case study highlights the variety of content I created and managed there.

Strategy

I began with a deep understanding of Cosmopak’s core audience—a mix of beauty industry professionals, potential clients, and talent we wanted to attract. Based on this, I developed content buckets (pillars).

Product Innovation – spotlighting our R&D and product launches
Sustainability – reinforcing our leadership in sustainable packaging
Behind the Scenes – showcasing the team to make the brand approachable and support recruiting
Industry & Community – reposting relevant news, collaborations, and trade show highlights

This structured approach kept messaging consistent while flexible enough to adapt to campaigns and trends.

Content Creation & Execution

I worked across multiple formats and channels:

Campaign Photography & Video – used professional photography from annual shoots around product launches
Content Partnerships – hired social media creator to supplement campaign visuals
Original Content – produced and edited content myself, from stills to videos
Team Features – engaged employees in content creation to boost authenticity and recruiting reach

Content Examples

1. Product Highlights

Shot and edited product spotlight videos that broke down features, sustainability benefits, and use cases.

2. One Shoot, Multiple Formats

Directed and executed my own photoshoot, then developed a short series of pictures and videos to release over time. This stretched one production into a multi-post series, keeping the feed fresh while maintaining brand consistency.

3. Campaign Teasers

Produced teaser videos using a mix of branded assets and stock footage to build anticipation for launches.

Let's Play Mascara Teaser:

Animated branded vector graphics in after effects

Let's Play Campaign Launch

phone photo taken at show

Beauty In Bloom Teaser

Animated branded vector graphics in after effects

Beauty In Bloom Campaign Launch

at show recap video edited on phone

Waves of Beauty Teaser:

Stock video in after effects

Waves of Beauty Launch

professional photo from hired photographer

4. At-Show Content

Developed content live at industry trade shows to highlight our presence, showcase new launches, and connect with clients in real time. Shared in stories then created reel to recap.

5. Still Images & Videos

High-quality campaign photography paired with captions tied to our product innovation and sustainability pillars.

Used professional photos for branded content pieces on socials, blog and emails.

Used professional photography for show invites and sales materials.

Turned professional photo into gif and video for social and email.

6. Team Involvement

Created content that featured the Cosmopak team, from day-in-the-life videos to behind-the-scenes looks, strengthening our approachable brand image.

Highlighted behind the scenes product testing during formulation meeting in office.

Shared employee fun at trade shows.

Encouraged colleagues to participate in a little Halloween fun for social.