Portfolio
Brand and social work by Sam: the campaigns, the numbers, and the thinking behind them.
Dear reader
I’m a brand strategist and manager. I’ve spent the last two years telling digital-first brand stories across beauty, wellness, retail and lifestyle: LEGO, Amazon Fresh, Ample and Embassy Residency at Schbang, and more than twenty dermatology and skincare brands before that. Today I’m an Account Manager at Dentsu Creative in Bengaluru.
My work sits where strategy, storytelling and execution meet: brand stories that perform, and the client relationships and teams that keep them going.
- 2+years
- 25+brands
- 20+derm brands
- 3Schbang clients
Schbang · Brand solutions
LEGO Certified Stores: Valentine’s Week ’26
Turned LEGO stores in Bangalore, Gurgaon and Chennai into the city’s sweetest date spot. Minifig romances and stop-motion teasers online, a Red Brick / Green Brick dating game and custom minifig stations in store, and an episodic Playdate series with creators. I ran @lego.mybrickhouse end to end and made the case for a 48-hour organic window over blanket boosting.
- 26.5Mreach
- 16.1Mviews
- +23.5Kfollowers
- 7.49%influencer ER
Schbang · Brand & social strategy
Ample Technologies: product-led to people-led
Owned Instagram and LinkedIn, and rebuilt the page around people: a Rapid Fire leadership series with the CEO and CBO, plus CSR and milestone stories. The CSR beach clean-up carousel became the page’s best organic post.
- 8×followers gained, month on month
- 12.83%top organic ER
- 2×interactions
Spec work · Brand management
Zepto: Mithai Morcha
A third chapter for Zepto’s Diwali mithai IP, for the week after Diwali: the old mithai rivals call a truce and take to the streets to protest being forgotten. A 14-slide strategy, from insight to a 5-phase rollout, 360° activations, a mockumentary, an in-app Mithai Pledge and a ₹1 Cr budget split.
- 14slides
- 5phases
- ₹1 Crbudget plan
Maximise Media · Brand & marketing
20+ dermatology and skincare brands
Dermatech, Pachouli Wellness, Hana Aesthetics and more: digital marketing across paid and organic, from strategy to reporting. I was the clients’ main contact, turning briefs into campaigns, and wrote copy, long-form video, social posts and ads for Meta, Google and Instagram.
- 20+brands
- 95%client retention
- +30%social engagement
HealthKart · Social & content
Bright Life Care
Content audits, engagement strategy and audience insight, plus consumer queries and ORM across channels, so what people actually asked shaped what we posted.
- +30%digital engagement
Freeskout · Influencer management
Earth Rhythm and Aakash Institute
Creator campaigns for a clean-beauty brand and an edtech brand, from shortlisting and outreach to briefs, approvals and the final report. I also hand-picked and onboarded a curated cohort of creators, with its own brief and vetting criteria.
- 15creators onboarded
University of Leeds · MSc research
How Indian beauty buying changed after the pandemic
Surveys plus secondary research. Three findings: trust in influencer-led beauty recommendations has worn thin, sustainability is now an everyday habit more than a claim, and people buy online but still check testers and shades in store.
Things I’ve made and been in
On camera
- LEGO: What’s in my bag?
- Valentine’s Day vox pop
- Diwali sale curiosity
Short videos I shot
- LEGO employee’s favourite build
- A LEGO fan and his collection
- Confidential tips: the Ample team
- Ample employees’ appreciation
Long videos I shot
- RF microneedling: a dermat’s take
- Deep dive: anti-ageing
- All about GFC for hair growth
- Minoxidil or PRP: which wins?
What I do
Brand & strategy
- Beauty & wellness brand strategy
- Campaign planning
- Content strategy & calendars
- Consumer & category insight
Influencers & community
- Influencer management
- Creator vetting & briefs
- ORM & consumer queries
- Community engagement
Social & content
- Social media management
- Copywriting & ideas
- Reels & short-form
- On-camera & simple shoots
Clients & numbers
- Client servicing
- Cross-team coordination
- Social insights & reports
- Google Analytics, Meta & Google Ads
Say hello
Open to conversations about brand strategy, social and agency life. The quickest way to reach me is LinkedIn or email. Or read what I write when I’m not working, on the Writing page.