HEY, I'M
CAITLIN.
How did i get here?
Between 2017 and 2019, I juggled multiple roles, embodying the entrepreneurial spirit alongside my academic pursuits. While delving into hospitality, I nurtured a passion project - a designer dress hire business. Leveraging my eye for style and business, I transformed this side endeavor into a profitable venture.
My approach was strategic; I opted for a digital-first strategy, exclusively utilizing third-party platforms to showcase my curated collection. Fueling growth through Instagram marketing and leveraging the power of word-of-mouth referrals and traditional influencers, I crafted an online presence that resonated with fashion enthusiasts.
Working in the hospitality sector provided invaluable lessons, honing my ability to sell, master time management, and effectively engage with a diverse range of customers. These experiences equipped me with the skills to navigate various professional landscapes with confidence.
2019
While completing my Business degree at university, I applied and was accepted an junior strategist internship at Chain Social, Australia's leading digital marketing agency. Blending academic pursuits with practical experience. Balancing full-time studies, a part-time internship, and a hospitality job was a masterclass in efficiency and patience. It gave me the opportunity to integrate theoretical knowledge with practical application, fostering a dynamic environment for experimentation and learning
During this internship, I was trained in Meta ads, email marketing (Klaviyo and Mailchimp) and SMS marketing. All while cooking up marketing campaigns for brands like Target, Bondi Sands, Bangn Body, and JSHealth Vitamins after completing this internship I was offered a full time role as an account coordinator.
2020
Transitioning into the role of Paid Media Buyer, my responsibilities evolved to encompass the strategic planning and execution of paid advertising campaigns. This required management of budgets and the development of holistic marketing strategies tailored to the unique requirements of each client.
Simultaneously, I spearheaded the creation of activity calendars to ensure the seamless implementation of our marketing initiatives. In this role, I continuously strategized methods to optimize campaign performance, focusing on reducing CPA, maximizing ROAS, and expanding our customer base while allocating resources across all platforms.
Notably, I was responsible for creating high-impact paid campaigns for prominent Australian brands such as JSHealth, Bangn Body, GEM and Within this role I was most passionate about the development and implementation of effective email automations, from conceptualization through design and copy briefing, to enhance customer retention and foster enduring relationships, thereby augmenting customer lifetime value (LTV). I believe my love for email marketing was due to the creative side of briefing the graphic designers.
Throughout this journey, I fostered seamless collaboration with teams within Chain Social to drive optimal outcomes for our clients.
2021
As the Sister to Chain Social at Penny Social (now Chain Social UGC) I led a team of marketing specialists and oversaw daily operations. Our focus was on turning authentic, user-generated content into high-performing digital assets for clients. I ensured smooth account management, fostering growth and open communication. My role balanced business growth with overall management, engaging both external clients and internal stakeholders effectively.
Through my contributions in this role, Penny Social achieved significant milestones, notably becoming the first female-led UGC agency in Australia. Additionally, during my time here, I was nominated for a Women in Media award from B&T, reflecting our team's dedication and impact in the industry.
I'm proud to mention that our efforts resulted in remarkable revenue growth, surpassing 100% month-on-month for the entirety of our first year. This achievement underscores our team's commitment to driving tangible results and delivering value to our clients.
2022
After dedicating nearly three years to my role at Chain, I made the choice to transition into freelance marketing strategy following my relocation from Australia to the USA. This transition was motivated by my desire for greater flexibility in geographical mobility and a thirst for more challenging projects.
During my time as a freelance marketing strategist, I had the privilege of collaborating with brands such as L'Oreal, Redken, Decuba, Axel Arigato, Booby Tape, Tony Bianco, and many others. My primary focus was on driving their growth across various platforms, with a particular emphasis on harnessing the power of TikTok. Throughout this journey, I crafted campaigns, provided detailed briefs, and scripted engaging TikTok content for each brand.
Combining my passion for organic marketing with my experience in paid advertising, I gained a comprehensive understanding of the marketing ecosystem. Motivated by a relentless pursuit of results, I specialized in developing strategic content ideas tailored to the nuances of each platform.
Central to my approach was ensuring that every client received personalised, platform-specific concepts aimed at fostering community engagement and sustainable growth. I place great importance on pushing boundaries to captivate new audiences who value authenticity and meaningful connections with their favorite brands or personal accounts.
2023
Which brings us to 2024 and the present day, I am currently employed at Kiki Club, an invite only start up based in NYC. Connection lies at the heart of our endeavors. As the Head of Growth at Kiki Club in New York City, my mission is to lead the expansion of our exclusive subletting and social club through crafted acquisition strategies. With a keen focus on scaling the business, my role heavily emphasizes activities at the top of the funnel, encompassing sales initiatives and holistic marketing campaigns which include email marketing, social media marketing and executing an effective word of mouth/ referral program in order to attract new users.
In my pursuit of professional growth and challenges, I am actively seeking new opportunities within the dynamic realm of marketing.