Building a Brand from Zero: Full-Funnel Instagram Marketing Strategy

Launching a Business Through Strategy, Content, and Results

Building my business from the ground up demanded more than just a good idea—it required a disciplined, data-informed marketing strategy and relentless creative execution. With zero followers and no brand recognition, I led every aspect of the Instagram growth plan—from content production to campaign optimization.

Role Overview:

• Directed and produced all video content, from concept to editing

• Developed and executed Instagram ad campaigns and organic growth strategy

• Built consistent, engaging brand storytelling through Reels, captions, Stories, and posts

• Analyzed performance data to refine strategy and maximize reach and conversion

Key Achievements:

• Grew Instagram from 0 to 1,100+ followers in 6 months — 100% organically

• Surpassed 10,000 monthly profile views, indicating strong audience discovery

• Achieved an 8.2% engagement rate, well above industry benchmarks

• Generated 50,000+ Reel views, with multiple videos reaching viral traction

• Boosted website clicks by 220% (Q2 vs Q1) through improved CTA strategy

• Maintained 70%+ story view retention with consistent tone and interactive formats

• Built a scalable content calendar system, enabling 3x weekly posting without burnout

The Impact:
This project demonstrates my ability to build a brand from scratch, execute a high-performing content strategy, and drive meaningful results through agile, insight-led marketing—without a team or external support.

Marketing That Connects, Content That Performs

Performance-driven digital marketer with a track record of leading content strategy, social media growth, and brand development across fitness, retail, and event industries.

At Club Pilates, I led campaigns that doubled Instagram profile views to 100K+/month and surpassed membership sales targets through high-performing Reels and strategic promotions.

In 2023, I launched TampaTotsPlayland, a children's event rental business that generated $20K+ in first-year revenue through entirely organic content and digital engagement.

Previously, I elevated the digital presence of Plato’s Closet by leading content creation, increasing profile views by over 1,000%, and driving in-store traffic through trend-focused storytelling.

I bring together creativity, strategic insight, and a data-informed mindset to grow brands through high-impact digital marketing.

Performance Snapshot: Viral Reach on a Niche Local Account

These Instagram insights demonstrate the power of strategic content, even on a small platform. With just 1,100 followers, the account achieved outsized engagement and reach through purposefully designed short-form video content:

• Post 1: 12,000 views | 52 likes | 31 shares | 19 saves

• Post 2: 15,000 views | 82 likes | 30 shares | 16 saves
  (Comments were intentionally turned off to maintain brand tone and consistency.)

Together, the two posts generated nearly 27,000 views, 60+ shares, and 35+ saves, signaling strong audience resonance and viral behavior—particularly within a targeted local niche: Tampa-area parents planning children’s events.

What Drove These Results:

• Deep understanding of the local audience’s needs and digital behavior

• Trend-aware content production timed for maximum discoverability

• Retention-focused short-form video editing

• Platform-native strategy: captions, cover images, trending sounds, and timing

• Consistent, high-impact visual branding and storytelling

Why It Matters:
This performance illustrates that even with a modest following, precise strategy and compelling content can drive viral results—building brand awareness, encouraging shares, and directly supporting business goals like inquiries and bookings.

Scaling Digital Engagement for Club Pilates: From Local Studio to Community Wellness Hub

As the social media marketer for Club Pilates, I led the transformation of the studio’s Instagram into a high-performing marketing channel—driving over 100,000 profile views per month and expanding the brand’s digital presence beyond the local community.

Through a mix of strategic content planning, short-form video production, and member-driven storytelling, I positioned Club Pilates as both an aspirational wellness brand and a welcoming neighborhood destination.

Key Contributions & Achievements:

• Produced and directed all Instagram content, including Reels, Stories, and feed posts tailored to our wellness-focused audience

• Developed a strategic content calendar balancing promotion, education, and community features

• Created Reels that organically reached 100K+ views, with several going semi-viral and attracting new clientele

• Increased follower count by 3% month-over-month, sustaining steady engagement growth

• Collaborated with members to highlight authentic client journeys, increasing brand relatability and trust

• Achieved high story view rates and sticker interactions through interactive, behind-the-scenes content

• Leveraged trending sounds, seasonal themes, and strategic hashtags to maximize discoverability

• Refined the brand’s tone to reflect inclusivity, energy, and a commitment to holistic wellness

The Impact:
This campaign turned Instagram into a scalable engine for brand awareness and customer acquisition. By pairing compelling content with data-informed strategy, I not only increased digital engagement, but also helped drive studio visibility, foot traffic, and new member inquiries.

Revitalizing a Resale Brand: Instagram Growth & Digital Rebranding for Plato’s Closet

As the sole content creator and Instagram manager for Plato’s Closet (2019–2020), I led the store’s digital rebranding during a pivotal period of transformation. With full creative control, I turned a low-traffic page into a vibrant, trend-aligned platform that resonated with Gen Z and Millennial shoppers—driving both digital engagement and in-store visits.

Key Responsibilities & Achievements:

• Owned the entire Instagram strategy, from content planning and production to scheduling and audience engagement

• Increased monthly profile views from under 500 to 2,000–6,000, boosting visibility by up to 12x

• Achieved 7–10% engagement rates, far exceeding retail industry benchmarks

• Produced 100% of visual content in-house—styling, modeling, directing, and editing Reels and Stories

• Launched weekly campaign features like “Outfit Drops” and “Staff Picks” to encourage return visits and community connection

• Created branded Story Highlights to establish a curated, editorial-style presence

• Leveraged trends, audio, and seasonal fashion cycles to produce shareable, on-brand Reels

• Conducted weekly performance reviews to adjust post timing, format, and caption strategy for maximum engagement

• Contributed to a notable increase in foot traffic, confirmed through customer mentions and in-store survey feedback referencing Instagram

The Impact:
This rebranding initiative helped evolve Plato’s Closet from a basic resale account into a dynamic, fashion-forward digital presence. By aligning with youth style trends and focusing on visual storytelling, I strengthened brand perception, deepened community ties, and directly supported in-store traffic and sales.