Teleflora

TRANSFORMING TELEFLORA’S SOCIAL MEDIA

When I joined Teleflora, the brand's social content leaned safe and traditional. Under my leadership, I shifted to trend-driven, made-for-social content that showcased a more playful, authentic brand voice:

  • Embraced Social Trends: Leveraged TikTok and Instagram Reels to keep Teleflora culturally relevant.

  • Authentic Storytelling: Highlighted user-generated content and behind-the-scenes moments.

  • Youth Engagement: Expanded reach to younger audiences while maintaining brand integrity.

  • Platform Expansion: Launched Teleflora’s TikTok from scratch, growing a new, engaged following.

This strategy elevated engagement, broadened reach, and positioned Teleflora as a relatable, vibrant brand.

SOCIAL MEDIA LEADERSHIP

As Director of Marketing at Teleflora, I drove social media growth and content innovation across platforms, including Instagram and TikTok:

  • Instagram Growth: Enhanced brand storytelling and engagement with curated image and video content, elevating brand presence and follower growth.

  • TikTok Launch: Spearheaded the development of Teleflora’s TikTok presence from the ground up, including concept creation, content capture, editing, and paid promotion establishing the brand's voice and engaging a new audience.

  • Creative Direction: Led creative direction for organic social media assets, overseeing styling, photography, and video production to maintain brand consistency.

  • Strategic Content Planning: Developed and executed a robust social media strategy, ensuring alignment with brand objectives and maximizing cross-platform impact.

DYNAMIC SOCIAL CONTENT FUELED FOLLOWER GROWTH

  • Grew Instagram: Under my leadership, Teleflora's Instagram followers increased from approximately 60,700 in early 2021 to 64,095 by January 2025, marking a growth of 5.6% in a notoriously challenging category with limited loyalty.

  • Built brand presence on TikTok:

    • Spearheaded the launch of Teleflora's TikTok channel, growing its follower base from zero to 1,300 by early 2024. This initiative expanded the brand's reach to a younger demographic and diversified its digital marketing channels.

Instagram

TikTok

MARKETING ASSETS: LIFESTYLE PHOTOGRAPHY

MARKETING ASSETS: SOCIAL MEDIA CONTENT

SOCIAL FIRST, TREND-BASED CONTENT

Crafted content specifically designed for trending formats and themes on each platform

SEASONAL TRANSITIONS

Created content that leveraged timely social trends, using smooth transition editing techniques to maintain viewer engagement.

DANCING DELIVERY MAN SERIES

Developed dedicated content series that delivered on Teleflora's floral delivery service while tapping into nostalgic themes resonating with core audiences. This series became the highest-engaging organic social content in Teleflora’s history.