Memorable marketing

starts with an emotion. What do we want our consumers to feel? What journey do we want to take them on? How do we craft a story worth sharing?

Those are the questions that I ask myself throughout every project that comes my way.

Hi - I’m Emily McClure. At my core, I’m a storyteller. Throughout my career, I have been telling stories via digital content for both brands and publishers alike. From starting as an editorial assistant at The Boston Globe to crafting best-in-class strategies for globally recognized brands, I excel at scaling brands through impactful influencer campaigns, strengthening your social media presence, creating content that converts, and more.

When it comes to my work, my goal is to always tie creative storytelling with consumer insights to produce content that people not only relate too, but want to engage with.  

My Experience

OtterBox

Senior Manager, Social Media Management, 11/2023 - Present

  • Transformed brand social media strategy in one year resulting in +246% video views on Instagram, +390% link clicks on LinkedIn, +30% follower growth on TikTok, and more

  • Owned influencer marketing programs resulting in 32M views, 18.3M engagements, and 3X+ earned media value in 12 months

  • Managed a $1.2M+ social media budget

  • Crafted & executed partnership collaborations with brands like Disney, Verizon, National Geographic, Best Buy, Target, Topo Designs, Realtree, SOSA, and more resulting in additional placements on partner channels, additional influencer campaigns and expanded co-branded content

  • Managed and trained a team of four social media professionals 

Amyris

Senior Social Media & Content Marketing Manager, 09/2022 – 11/2023

  • Owned strategy, content calendars, and execution for organic social channels (TikTok, Facebook, Instagram, YouTube, Pinterest) or Stripes by Naomi Watts & MenoLabs resulting in over 23M video views, 23M impressions, 12%+ engagement rates, and 150K+ follower growth in less than one year

  • Executed daily graphic design, photo, and video content creation for all social channels

  • Planned & executed quarterly social-first photoshoots along with event content capture

  • Managed a $300K+ social media budget across brands

  • Managed, trained, and implemented a path of growth for direct report (Social Media Manager)

Maesa – New York, NY

Social Media Manager, 08/2020 – 09/2022

  • Owned strategy, content calendars, and execution of organic social channels (TikTok, Facebook, Instagram, Twitter, YouTube, Pinterest) and owned paid social strategies for FLOWER Beauty by Drew Barrymore, Being Frenshe by Ashley Tisdale, Hey Humans by Jada Pinkett Smith, Believe Beauty, and Root to End

  • Managed a $1.2M social media budget across brands

  • Managed, trained, and implemented a path of growth for direct report (Social Media Coordinator)

  • Ran strategy sessions with celebrity founders to educate on best practices, upcoming content calendars, trends, and business needs

  • Deepened relationships with retailers at CVS, Target, Dollar General, and more to increase social placements on vendor owned channels

Coty – New York, NY

Senior Digital Content Strategist, 05/2017 to 03/2020

  • Hired via Beamly (Coty’s former in-house digital marketing agency) to provide best-in-class digital strategies and content for Coty’s US Consumer Beauty Division (COVERGIRL, Rimmel London, Sally Hansen, and Clairol)

  • Built best-in-class strategies across paid social media, programmatic media, organic social media, email marketing, brand website, and e-retail partner executions using brand KPIs, historic campaign performance data, consumer insights, industry trends, and sales data

  • Strategized and produced monthly trend-focused photo and video shoots for multiple brands

L’Oréal – New York, NY

SEO Specialist/Digital Copywriter, 07/2016 to 05/2017

  • Hired via Aquent to build and execute editorial and SEO strategies Redken, Pureology, & Mizani

  • Created brand voice and copy guidelines for Redken.com and Pureology.com blogs and wrote campaign and evergreen social toolkits for global markets

  • Participated in launch photoshoots and digital content creation for social media

My Education

Emerson College, Bachelor of Arts in Writing, Literature, and Publishing | 2011 - 2015