buybuy BABY
- Responsibilities:
- Content Strategy, Social, Marketing, Creative Direction, Brand Building.
- Client:
- buybuy BABY
- Mediums:
- Video, Photo, Digital Media.
Educational Series: "Let's Talk..."
I joined the buybuy BABY team to rethink the role of short-form social content, creating an educational series designed to answer the everyday questions of new and expecting parents. I developed the “Let’s Talk…” series around practical topics including travel systems, play yards, bath time, diaper bags, and car seats, partnering with experts and relevant brands to make the content both informative and approachable.
The strategy shifted social from simply showcasing products to creating a resource parents could return to for advice, education, and inspiration. It also gave us a stronger way to listen to the community and use audience interests to inform the content we created.
In-Store & Events
I developed content that brought buybuy BABY’s brick-and-mortar experience to life, highlighting one of the brand’s key differentiators: the ability to find everything needed for parenthood in one place, with access to knowledgeable in-store experts.
Alongside retail-focused content, I supported partnerships, events, and the launch of ever&ever, creating social content that connected these initiatives back to the larger brand story. From shopping guides and product education to event recaps and in-store experiences, the goal was to show parents not just what buybuy BABY sold, but how the brand could support them throughout their parenting journey.
