Role: Social Media Lead to Brand Marketing Manager
Scope
End-to-end content strategy, organic and paid social leadership, and creative direction for Regimen Lab across all brand touchpoints, including social, advertisements, and packaging. The work spanned content creation, creator-style experimentation, performance-led iteration, and brand storytelling rooted in science and education.
End-to-end content strategy, organic and paid social leadership, and creative direction for Regimen Lab across all brand touchpoints, including social, advertisements, and packaging. The work spanned content creation, creator-style experimentation, performance-led iteration, and brand storytelling rooted in science and education.
The Challenge
Regimen Lab is a science-first skincare brand with highly technical products and a discerning audience. The challenge was to translate complex R&D, formulation science, and testing processes into accessible, engaging social content — without diluting credibility or oversimplifying the brand’s rigor.
Regimen Lab is a science-first skincare brand with highly technical products and a discerning audience. The challenge was to translate complex R&D, formulation science, and testing processes into accessible, engaging social content — without diluting credibility or oversimplifying the brand’s rigor.
The goal was to grow reach and engagement on TikTok and Instagram while maintaining trust, educational integrity, and visual consistency across the brand’s social presence.
The Approach
I led social strategy and content execution with a platform-first, performance-aware mindset. The approach focused on making science culturally relevant and discoverable, while building repeatable formats that could scale.
I led social strategy and content execution with a platform-first, performance-aware mindset. The approach focused on making science culturally relevant and discoverable, while building repeatable formats that could scale.
Key strategic pillars included:
• Translating complex skincare science into clear, compelling short-form video
• Developing repeatable content series rooted in experimentation, testing, and education
• Leveraging lo-fi, creator-style formats to increase authenticity and platform-native appeal
• Balancing credibility with curiosity to invite conversation and engagement
• Iterating quickly based on organic performance signals and audience response
• Content was designed to feel transparent, informative, and trustworthy, while still performing within TikTok and Instagram’s discovery-driven ecosystems.
• Translating complex skincare science into clear, compelling short-form video
• Developing repeatable content series rooted in experimentation, testing, and education
• Leveraging lo-fi, creator-style formats to increase authenticity and platform-native appeal
• Balancing credibility with curiosity to invite conversation and engagement
• Iterating quickly based on organic performance signals and audience response
• Content was designed to feel transparent, informative, and trustworthy, while still performing within TikTok and Instagram’s discovery-driven ecosystems.
The Work
• Short-form video content for TikTok and Instagram
• Creative briefing and development of educational content series
• Photography and visual content for website and social channels
• Packaging design direction and copy for secondary boxes
• Performance-led iteration informed by audience behaviour and engagement
• Collaboration with internal science, design, and production teams
• Short-form video content for TikTok and Instagram
• Creative briefing and development of educational content series
• Photography and visual content for website and social channels
• Packaging design direction and copy for secondary boxes
• Performance-led iteration informed by audience behaviour and engagement
• Collaboration with internal science, design, and production teams
The Results
TikTok
• 3M views on a single educational video
• 118K likes
• 1.4K comments
Instagram
• 26.4K views on companion content
• Additional videos within the same content series reached:
• 20K views across Instagram and TikTok
• 5K additional views on TikTok
• The content series drove significant organic reach, high engagement, and meaningful audience conversation — reinforcing Regimen Lab’s authority while expanding visibility.
TikTok
• 3M views on a single educational video
• 118K likes
• 1.4K comments
• 26.4K views on companion content
• Additional videos within the same content series reached:
• 20K views across Instagram and TikTok
• 5K additional views on TikTok
• The content series drove significant organic reach, high engagement, and meaningful audience conversation — reinforcing Regimen Lab’s authority while expanding visibility.
Key Takeaway
By grounding social content in real science and presenting it through culturally relevant, platform-native formats, we were able to turn complex education into high-performing content. This case proved that credibility, transparency, and performance can coexist — and that trust-building storytelling can be a powerful growth lever on social.
By grounding social content in real science and presenting it through culturally relevant, platform-native formats, we were able to turn complex education into high-performing content. This case proved that credibility, transparency, and performance can coexist — and that trust-building storytelling can be a powerful growth lever on social.
Photography shot and edited by me for the website.
New packaging design for secondary boxes.
Partnered with the designer to create new branding for all SKU's.
Provided design direction and packaging copy.
Partnered with the designer to create new branding for all SKU's.
Provided design direction and packaging copy.
Viral videos on Regimen Lab's Instagram and TikTok Channel creatively briefed in and produced by me. Filmed by the science team and edited by the designer. These 2 videos are a part of content series developed by myself which are an R&D lipbalm exercise and Recreating Ancient Skincare.
1st video currently at 3 million views, 118k likes, and 1400 comments on TikTok
26.4k views on Instagram
2nd video currently at 20k views on and TikTok and 5k views on TikTok
26.4k views on Instagram
2nd video currently at 20k views on and TikTok and 5k views on TikTok
• Honed in branding standards to create cohesive flow
• Developed strong content strategy to introduce variety content mix and outputs
• Improved overall engagement rate on IG to 1.3% and followers to 17k (all organic)
• Developed a streamlined and tight-knit process to producing video content that performs on IG and TikTok
• Built the TikTok account from scratch to 57k followers in 1 year, avg 18.9k views per video, a 1.5% engagement rate and several viral videos (over 1M views) all organic!
• Developed strong content strategy to introduce variety content mix and outputs
• Improved overall engagement rate on IG to 1.3% and followers to 17k (all organic)
• Developed a streamlined and tight-knit process to producing video content that performs on IG and TikTok
• Built the TikTok account from scratch to 57k followers in 1 year, avg 18.9k views per video, a 1.5% engagement rate and several viral videos (over 1M views) all organic!