Purpose Brands
Sr. Digital Content Producer
10/2021 - Present
As Senior Digital Content Producer, I lead the creation, management, and optimization of Waxing the City’s digital content to strengthen brand presence, engage audiences, and drive meaningful results. My role blends strategic planning with creative execution, ensuring every piece of social content, email, and blog post aligns with both business goals and brand voice.
By leveraging data-driven insights and cross-functional collaboration, I develop content that educates, inspires, and converts—whether it’s an engaging social media narrative, compelling email campaign, or high-ranking blog post.
Waxing the City is part of Purpose Brands, a global wellness powerhouse that includes Anytime Fitness, OrangeTheory Fitness, Basecamp Fitness/SUMHIIT Fitness, The Bar Method, Stronger U Nutrition, Healthy Contributions, and Provision Security. Serving over 6 million members worldwide across 7,000+ locations in 50 countries, Purpose Brands is dedicated to empowering people through fitness, health, and wellness.
Within this dynamic portfolio, my work helps elevate Waxing the City’s voice, positioning it as a trusted leader in self-care and expert waxing.
Explore my work below to see how strategic content, creative storytelling, and performance-driven optimization come together to make an impact.
Organic Social Case Study 1: Platform-Specific Wins
Challenge
Waxing the City’s organic social engagement was plateauing. While our content was visually appealing, it wasn’t optimized for platform-specific behaviors, meaning posts weren’t reaching their full potential.
Strategy
I developed a tailored content approach for each platform:
📲 Instagram: Focused on Reels-first content with educational, behind-the-scenes, and relatable waxing moments
📲 TikTok: Shifted toward trend-driven content, leveraging viral sounds, ASMR waxing moments, and humorous takes on common hair removal myths
📲 Facebook: Prioritized community engagement, using interactive polls, client testimonials, and localized content
Results
✅ +45% increase in Instagram engagement within 90 days after prioritizing Reels
✅ TikTok followers grew by 30% after incorporating trending sounds and relatable content
✅ Facebook post reach grew by 20%, with engagement rates improving through interactive content
💡 Takeaway: Understanding platform nuances was key. A “one-size-fits-all” strategy doesn’t work—customizing content for each audience does.
Organic Social Case Study 2: Influencer Campaigns
Challenge
Waxing the City wanted to increase brand visibility among Gen Z and Millennials while reinforcing our position as the go-to destination for expert waxing. Traditional paid ads weren’t resonating as strongly as word-of-mouth recommendations.
Strategy
I identified and partnered with micro-influencers (10k–50k followers) and nano-influencers (under 10k) who were already fans of professional waxing. The approach included:
📲 UGC-style Reels & TikToks showcasing real waxing experiences
📲 A mix of before-and-after results, service reviews, and “first-time waxer” reactions
Results
✅ 1.2M+ total views across influencer content
✅ 20% increase in first-time bookings attributed to influencer referrals
✅ Influencer-led Instagram videos received 3x higher engagement than standard brand posts
💡 Takeaway: Authenticity wins. Micro-influencers with genuine enthusiasm drove more engagement than high-follower influencers.
Featured Blogs &
Email Copywriting
A Smooth Journey to “I Do”: Your Pre-Wedding Waxing Timeline
📍 My Role: Content strategy & writing
📈 Impact: Positioned as a go-to resource for bridal self-care
🔍 Highlight: A highly shareable, lead-generating piece for wedding season
Brazilian vs. Bikini Wax: How to Know Which One is Right for You
📍 My Role: Content review & brand voice refinement
📈 Impact: Increased organic search visibility for “Brazilian vs. bikini wax” keywords
🖋 Highlight: Maintained a conversational yet informative tone to ease customer hesitation about intimate waxing
The Complete Guide to Post-Wax Pampering
📍 My Role: Blog writing & SEO optimization
📈 Impact: Increased organic search traffic by 8%
🔍 Highlight: Educated consumers on long-term waxing benefits while maintaining a fun, engaging tone
1.14% CTR | SL: Fact or Fiction: Does waxing reduce hair growth?
48.7% Open Rate | SL: Club 🍊 Exclusive: Sneak Peek!
56% Open Rate | SL: So smooth you've got some to share?!
52.8% Open Rate / 9.34% CTR | SL: 🍊Club Orange Member Exclusive…
![51.1% Open Rate / 1.77% CTR | SL: 🗳️ [FirstName], we need your vote...](https://images.squarespace-cdn.com/content/v1/5fc06db4084698658e5bdfb6/ffbe8cf5-ab45-46bd-ab9b-f8e07c3ac3ee/Screenshot+2025-03-19+at+8.10.58%E2%80%AFPM.png)
51.1% Open Rate / 1.77% CTR | SL: 🗳️ [FirstName], we need your vote...
44.12% Open Rate | SL: 🍋 You voted, we "scent" the results!