Led the strategy and execution of an evergreen influencer program designed to build branded awareness, reinforce category leadership and position ByHeart with clarity, credibility and personality while driving long-term conversion.

The program was intentionally positioned as always-on, creating a consistent brand presence and a scalable library of high-quality creator content that could be leveraged across paid, owned and earned channels. We began primarily on Instagram Stories for tracking and testing purposes before expanding to Reels and TikTok.

I curated creator selection with an emphasis on diversity, authentic voice and alignment with high brand standards for video quality and storytelling. I led the end-to-end briefing process for each creator, tailoring briefs for audiences and niches to optimize performance.

All of this was executed while navigating the regulatory, legal and medical review process to ensure every influencer asset was accurate, compliant and in line with the ByHeart brand.