The Loose Leaf Tea

The Loose Leaf Tea is an herbalism company specializing in medicinal herbal tea, coffee, and tincture blends. Over the course of 1.5 years, I served as their full-service marketing partner, managing every aspect of their digital presence.

I developed a unified digital marketing strategy that integrated SEO, social media, email, SMS, and content marketing. My work included building a consistent brand voice, content calendar, and sales cadence that connected their monthly promotions, featured products, and educational content.

Through these efforts, I increased Instagram followers by 178%, expanded reach from 6K to 750K accounts, and boosted email campaign conversions from 6% to 9.5%. Additionally, I increased the website SEO score by 65% and the site sales conversion rate from 1.5% to 4.5%.

- Developed social media strategy for Instagram, TikTok, and Facebook.
- Launched the brand’s TikTok account.
- Created and managed monthly content calendars.
- Produced all content, including graphic design, video shooting and editing, creative direction, and product photoshoots.
- Wrote all captions and optimized content for SEO best practices.
- Scheduled and published all social media content.
- Sourced UGC and Influencer creators and managed relationships
- Developed and implemented an email marketing strategy that included targeting new subscribers and segmenting the email list.
- Consistently sent two emails and one text blast per week.
- During peak periods such as Black Friday or flash sales, frequency increased to four to five emails per week.
- This approach resulted in raising the email marketing conversion rate from 6% to 9.5%.
- Performed an SEO audit of the website and social media pages.
- Developed targeted keywords and wrote blog content incorporating these keywords, resulting in an improved SEO score of the site by 65%
- Created keyword-targeted social media copy to enhance online visibility.

Content Calendar Sample

Example of my internal content calendar structure in Airtable ,I used when planning and strategizing for this client.

Content Creation

Educational content

The company specializes in herbal tea blends designed as herbal medicine. To effectively engage our audience, I developed creative content for TikTok and Instagram/Facebook reels that showcased various uses for the blends. This included presenting festive tea lattes, demonstrating how to create sugar scrubs, and using bulk herbs to make complementary recipes such as syrups to be enjoyed alongside the teas. Additionally, I produced educational content aimed at helping women understand their bodies and how herbal remedies can support body awareness and wellness.

Partnership Content

I identified local businesses in the health, wellness, and beauty sectors and initiated a partnership giveaway. Both companies contributed items from their product selections for the giveaway. We jointly marketed the event through collaborative Instagram posts and individual posts on each brand’s page, ensuring mutual exposure. I took the lead in creating all marketing assets for both brands to maintain a cohesive presentation, wrote the post copy, and managed the announcement and publication of the posts.

UGC Content

I identified and reached out to UGC content creators online, coordinating product exchanges in return for their content. I managed all communications and served as a liaison, streamlining the process for my client. Additionally, I collected the videos from the creators and edited them into polished posts, ready to be published.

Static Posts

I created static posts as well for Instagram and Facebook. The posts involving photos were derived from a team photoshoot that I creative directed with a contracted photographer. Other posts I created via graphic design with tools like Adobe Illustrator and Canva.