Isobel Cowell

Head of Social @Kurogo | Creating Thought Leaders Through Personal Branding | Founder of Dear Future Marketer | LinkedIn Top Voice: Next Gen

Building engaged communities in-house at fashion and beauty brands.

Hi, I'm Isobel, Social Media Manager at Tropic Skincare.

At 21, I joined a personal branding start-up as 1 of 3 full-time employees. 6 months in, we'd grown to 8 and I was quickly promoted to Head of Social, growing our clients brands whilst managing my incredible team of content writers and account managers.

But as much as I loved start-up life, fashion and beauty was my calling.

I joined a growing luxury fashion reseller as Social Media Lead, leading the strategy and content for an audience of over 2 million on TikTok, and 600K on Instagram, averaging 1 million views on TikTok weekly. I also assisted in the launch of the #1 TikTok Live Shop in the UK, hosting and moderating shows weekly.

I now work at a growing luxury beauty brand, leading the strategy on all social platforms, working amongst an incredible brand team of 25 to bring the brand vision to life.

So follow along for all things career growth, and fashion and beauty marketing insights.

Founder

An Instagram page teaching you how to grow your personal brands and LinkedIn accounts

Oi Studios Co.

✓ Created and executed marketing campaigns and social media content that facilitated the expansion of the brands to the US, European and Australian market, driving 5,000,000 organic impressions on Instagram and 10,000,000 unique monthly viewers on Pinterest.
✓ Successfully built a community of over 100,000 followers on Instagram and Facebook.
✓ Elevated online relationships and brand experience with customers and influencers by constructing a highly engaged social community for the brand through content creation and community management.


Notable brands I worked with: 

PINKCOLADA
An Australia swimwear label with 161,000+ followers on Instagram. In a month of working together, I successfully increased their engagement and website traffic by 98% across Facebook, Instagram and Pinterest.


AKTIVAAL
A luxe fitness label from Adelaide, Australia with over 23,000 followers on social media. I helped increase their following and engagement by 23% within three months along with a viral post that gathered over 1,000 likes and reached over 7,000 accounts in a span of 48 hours after publishing.


FITCOVER AUSTRALIA
The leading Australian brand for active cosmetics with 100,000 followers on Instagram reached out to me wanting assistance for their organic marketing and content on social media.


DOWN TO EARTH BEAUTY and SUI BEAUTY
These new skincare brands aim to change what taking care of your skin means and advocates for a greener, safer beauty routine. The brands reached out to me to help establish a solid marketing strategy before their launch. 

Starting completely from scratch, I helped their brands set the stage up for success and stand out on social media through the strategy put in place and content created. Now, the brands have over 10,000 engaged followers and a strong online community in just under a year of working together.

Head of Social Media and Content

Careless Music

Careless Music is an independent record label in the Philippines who’s committed to creating progressive content through a platform that allows artists to fully invest in their craft.

Social Media Manager

VANI-T

VANI-T is an award-winning, luxury natural tanning and makeup company and an international success story, founded on a heart-centered vision and the purest natural ingredients in the world. Each product is meticulously created with you in mind, often taking 50+ attempts to achieve the perfect formula.

Established in 2004, the company and its products have been developed through innovation and an unwavering commitment to purity, luxury and quality. VANI-T is now available in over 15,000 stockists worldwide in more than 15 countries and used by over 14 million beauties.

What I Do: 

✓ Develop marketing strategy and campaigns to facilitate the expansion to the US market.
✓ Create content for social media to use on the brand's accounts. 
✓ Responsible for managing and handling communication on social media in both directions. 
✓ Setting and implementing social media and communication campaigns to align with marketing strategies.
✓ Providing engaging text, image and video content for social media accounts.
✓ Responding to comments and customer queries in a timely manner.
✓ Coordinate with Marketing, PR and Communications teams to ensure brand consistency.
✓ Liaise with Development and Sales departments to stay updated on new products and feature.
✓ Build relationships with customers, potential customers, industry professionals and journalists

Community Manager and Content Producer

Zee Lifestyle Publications Inc.

As an Assistant Editor, I pitched, produced and wrote feature stories for the print and digital space of the magazine and oversee and manage the online community we've built. 

Some of my notable works:

'TRENDS: A Monthly Column'

A monthly column of the latest trends and inspiration produced, sourced and written by me. Each month features a different collection and theme that reflects to the magazine's concept of the month.

'LEADING WOMEN' on Zee Lifestyle's 20th Anniversary Issue

To celebrate the 20 beautiful years of Zee Lifestyle as the ultimate source of lifestyle news in Cebu, we handpicked 12 strong and stylish women of Cebu from every age group. These women show us that independently building one's strength of character and living one's passion knows no age. From the beginning, Zee has always been empowering women, providing the Cebuanas a platform to express their beauty and confidence, share their passions, engage in economic and political participation which yields to viewing women with equality and respect that we deserve.

'PROFILES' for May 2017 Issue

In a six-page spread, I covered individuals who inspire in their passion for their craft, creating spaces and products that can somehow feel like an extension of themselves.

'PIE CALAYAN' for Zee Lifestyle's The Beauty Issue

In the midst of a hidden oasis in Cebu, Dr. Pie Calayan talks about the beginning of the clinic she started with her husband Manny, how she balances her time between work and family, and why she believes beauty is more than skin deep.

'BURNING MAN'

We talked to Filipino Furniture Designer, Franz Ignacio, on his unique and durable furniture pieces by literally playing with fire.

'CUSINE ENTERTAINING'

A four-page feature story on Cebu's most decadent and newest restaurants.

Assistant Managing Editor

DYRC Radyo Cebu 648 kHz

Gather news stories from valid sources in Cebu and writing a news story that is broadcast daily. Occasionally, we are sent into interviews and to later produce a news story in the local dialect, Bisaya.

Radio News Reporter

MyTV Channel Philippines

- Wrote scripts and pitched ideas for documentaries and other segments of the shows.
- Produced voice-overs for segments of the channel. 
- Assisted camera-crew with the ingress and digress, as well as an off-cam interviewer.

TV and Advertising Associate

📍Currently servicing clients in the US, Australia, France and the Philippines. 

Career Highlights: 
- Generated 5,237,108 organic impressions on Instagram within one month of working with a client
- Grew over 4,100,000 unique monthly viewers on Pinterest 
- Built an engaged of community to over 100,000 followers on Instagram and Facebook in 6 months 
- Generated an average of 5-7% engagement rate across clients on Instagram and Facebook
- Launched a promotional campaign on Instagram that sold out in just 3 days
- 286% increase in CTR through Instagram and Facebook 
- 317% increase in CLV through Instagram and Pinterest 

To date, Katrina’s clients include Careless Music, Vani-T Australia, and Fitcover, among many more brands featured in the likes of Vogue, Forbes, InStyle, New York Times, and Conde Nast Traveller. 

👉 www.katrinalabra.com

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Isobel Cowell

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