Social Media Management Portfolio
By Leelee Johnson
Helping brands grow online with engaging, strategy-driven content.
Meet Leelee Johnson: Your Social Media Strategist
Hi! I’m Leelee, a social media content strategist and visual storyteller passionate about helping beauty and wellness brands build a powerful presence online.
I specialize in creating consistent, value-packed, and aesthetically appealing content that drives engagement, grows brand loyalty, and supports sales goals.
I’ve worked on projects that showcase how I create strategy-first content for growing brands.
Core Content Pillars for Beauty & Skincare
For beauty and skincare brands, I typically focus on five core content pillars that help build trust and keep content fresh and purposeful.
1
Education
Skincare tips, myth-busting, ingredient breakdowns, and product benefits.
2
Testimonials
Showcasing real results, happy client stories, and user-generated content.
3
Behind-the-Scenes
A glimpse into the brand’s process, product creation, and team culture.
4
Promotional
Highlighting new offers, service features, product launches, and exclusive deals.
5
Engagement
Interactive content like Reels, challenges, Q&As, and giveaways to boost community.
Who This Portfolio Is For:
  • Beauty or skincare brands with under 10K followers
  • Ecommerce/ Saas Brands looking to grow their Social Media Presence
  • Founders who need consistent, on-brand content
  • Brands launching new products that need visibility
Content Calendar Sample: Skincare Brand
Here’s a mock 7-day content calendar designed to engage and convert for a skincare brand:
This structured approach ensures consistent, diverse content.
My 3-Step Workflow
My approach to social media management follows a clear, structured process to ensure consistent brand growth:
1. Strategy Session
Deep dive into your brand's unique goals, target audience, and desired tone of voice to build a strong foundation.
2. Content Planning
Develop a tailored content calendar with engaging concepts and outline compelling visual strategies for each platform.
3. Execution & Optimization
Schedule posts, actively monitor performance metrics, and refine strategies for continuous engagement and growth.
Sample Visual Content & Captions
“Think your oily skin doesn’t need a moisturizer? Think again. Here’s why hydration is non-negotiable for ALL skin types 💧 #SkincareTips”
Dynamic Visuals: Engaging Reel
Reels are crucial for capturing attention and demonstrating product benefits effectively. Here’s a mockup showcasing how a product application reel might look, ready for your content.
“Get that radiant glow! Our new serum is packed with hyaluronic acid for intense hydration that lasts all day. Tap to shop and transform your skin! #SkincareRoutine #HydrationBoost”
This type of short-form video content is perfect for product launches, how-to guides, and showcasing textures or application techniques.
Growth Strategy: 1K to 10K Followers in 90 Days
My strategy to significantly grow a skincare brand’s social media presence in 90 days focuses on high-impact, targeted activities:
1
Reels Strategy
3x/week using trending audio and engaging visuals to maximize reach.
2
Educational Carousels
Informative content with clear Calls-to-Action (CTAs) to drive engagement and conversions.
3
Daily Story Engagement
Interactive polls, Q&As, and flash offers to build community and direct response.
4
Micro-Influencer Collaborations
Partnering with niche creators for authentic reach and credibility.
5
Weekly Live Sessions
Product demos and Q&A sessions to foster direct connection and trust.
6
Optimized Content
Strategic hashtag and location-based content to improve discoverability.
30-Day Performance Report
Transparency and data-driven decisions are key. Here’s a sample of what a 30-day report could look like:
42K
Reach
Total unique accounts that saw our content.
+670
New Followers
Growth in audience size over the period.
7.8%
Engagement Rate
Percentage of followers interacting with content.
Best Performing Post: "5 Skincare Mistakes You Didn’t Know" (Reel, 9.2k views)
Stories: +62% replies from polls, indicating high audience interaction.
Tools & Collaboration
My workflow leverages industry-leading tools to deliver efficient and impactful social media management:
  • Canva: For designing stunning graphics and engaging carousels.
  • Meta Business Suite: For seamless content planning and scheduling.
  • CapCut & InShot: For professional and dynamic Reel editing.
  • ChatGPT: For creative caption brainstorming and innovative idea generation.
  • Trello: For organized and collaborative content calendar management.
Let’s Work Together!
I’m excited to support your brand’s growth through intentional, story-driven social media. If you’d like to chat about working together or explore a custom strategy, let’s connect!
📍 Open to remote roles worldwide.
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