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 Creation

Educational content

I created content for TikTok and Instagram/Facebook reels that showcased various use cases of the customer’s product.
I got very creative as far as what could be done with the product, developing recipes to be shared on the social media accounts myself.
- Types of recipes/content I developed and shared were:
  - Drink recipes like tea lattes & ice tea recipes
  - Body scrubs, face masks, and other beauty related recipes
  - All natural syrups using the herbal blends to be paired with the teas.
Additionally, I produced educational content aimed at helping women understand their bodies and how herbal remedies can support body awareness and wellness such as fitness challenges, phases of the menstrual cycle and how herbal blends can help, etc.

Partnership Content

I identified local businesses in the health, wellness, and beauty sectors and conducted outreach to initiate a partnership giveaway.

Both companies contributed items from their product selections to the giveaways, and we jointly promoted them through collaborative Instagram posts and individual posts on each brand’s page, ensuring mutual exposure.

I created 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.