Essilor
Advertising
Part of my role at Essilor was managing advertising opportunities for Essilor's products, including Transistions, Crizal, Xperio UV, and Eyezen and for public relations campaigns like #DifferenceMakers and Myopia Matters. These products and these campaigns all have different purposes, so their placements in trade publications and digital media sources are strategic and catered toward specific subsets of the eyecare professional audience.
In this role I transitioned from being the ad designer, to managing the creation of them. This experience helped me lean more into my copy writing and copy editing skills, as I worked to create ad concepts to align with the brand. In addition, in this role, I gained more project management experience by working with brand teams, advertising agencies, and publication editors to execute these finished products. See examples of advertisements and advertorials below.
Content Management
The other side of my role with Essilor was to support social strategy by managing the editorial calendar--brainstorming, writing copy, and making creative to align with the articles and advertisements being published in trade publications. The calendar above was created using Sprinklr, which helped me keep track of post analytics and metrics. I spent a majority of my time in this tool tracking metrics and adjusting strategy to keep content fresh and catered to our B2B audience. Outside of this tool, I also lead community management for all of the social channels, including Facebook, Instagram, LinkedIn, and Twitter.
Because Essilor is a giant within the eyecare industry, there can be a mistrust of the company, so to combat that, I created places for eyecare professionals to discuss what's going on in the industry and how Essilor fits into that discussion. In addition, I crafted stories out of these discussions for the Essilor of America blog and aligned my content writing with the broader social strategy, which ties back to the editorial calendar, creating a synergy between all social and blog content.
