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BETH DJALAI
PROJECT TYPE
Social Strategy
Role / Contribution
Social Strategy Lead: Directed content planning and posting cadence through a structured 30-day calendar
Content Creation: Produced high-performing short-form video content, including outfit lookbooks and daily style reels
Community Management: Fostered engagement through daily comment replies and DMs, nurturing loyal audience relationships
Growth Optimization: Identified content formats most likely to go viral and designed posts for maximum shareability
Process
Introduced a consistent content calendar to drive daily engagement
Focused on outfit lookbook reels, known for high share rates and trending potential
Collaborated directly with Beth to retain brand authenticity while expanding appeal
Leveraged TikTok alongside Instagram to increase brand reach across age groups
Actively engaged the community to create a two-way conversation and build loyalty
Results
Achieved 250K Instagram followers in 8 months—nearly doubling the original audience
Produced over 30 short-form videos that consistently reached 100K+ views
One TikTok outfit reel went viral with 1.5 million views, introducing the brand to a new audience
Received praise from followers for showcasing age diversity in fashion
Beth reported significantly increased engagement and stronger direct interaction from the community
PROJECT TYPE
Content Creation
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As Social Media Director for Style at a Certain Age, a lifestyle and fashion brand led by Beth Djalali and focused on women over 50, I developed and executed a growth-driven Instagram strategy to break through a long-standing plateau at 130K followers. The campaign maintained the brand’s core identity while broadening its appeal to younger audiences—successfully building a more diverse, intergenerational following.
