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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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