Chelsea Johnson Email & Phone Number

• Manage a diverse portfolio of Tier 1 client accounts across multiple verticals including Entertainment, CPG, Health/Beauty, Pharma, and Automotive. • Manage end-to-end influencer campaigns to achieve brand objectives and meet client guarantees. • Implement whitelisting strategies and utilize paid media channels to enhance brand visibility, strategically allocating budgets to maximize ROI and achieve campaign objectives.• Monitor and report on campaign progress and performance throughout the flight, and develop post-campaign wrap reports with insights/analysis, case studies and third-party reports. • Identify upsell opportunities including proposed ideas for future campaigns and incorporate optimization strategies to drive continued success and revenue growth.

Austin, Texas, United States

• Managed full-funnel influencer campaigns across Anheuser-Busch portfolio. Analyzed results to optimize program across 2,500+ paid and unpaid influencers. (2022 Impressions: Michelob ULTRA 2.1B+, Estrella Jalisco 26M+ and Stella Artois 20M+)• Led Michelob ULTRA Super Bowl LVII celebrity and influencer strategy - top performing campaign across ABInBev portfolio with 350M+ impressions.• Piloted White Glove influencer program to establish and maintain deep relationships with creators. • Onboarded and mentored junior team members. Delivered monthly trainings and tools to ensure our team was set up to successfully deliver on plans.• Identified 360 entertainment opportunities leveraging e-comm integration (Netflix, Hulu, Hello Sunshine, HOORAE).• Developed comprehensive monthly entertainment reports on product placement value ($140M YTD).AWARDS: Recognized as a top performer across the company in 2022

Austin, Texas, United States

Operated within Anheuser-Busch’s in-house agency, draftLine, to develop national and regional integrated influencer campaigns and identify new brand partnership opportunities, driving cultural relevance and portfolio growth.• Oversaw end-to-end influencer programs, from talent sourcing, negotiation and contracting, detailed brief creation, content approval, and comprehensive campaign analytics reporting to cross-functional teams. • Led contract negotiations with influencers and agencies to ensure clear scope of work, alignment on timeline and deliverables while driving cost efficiencies.• Conducted weekly company wide presentations on Gen Z insights, cultural trends, and broader topic deep-dives to help inform marketing strategy.• Developed buzzworthy collaborations including Stella Artois x Chef Roy Choi and Michelob ULTRA x Devereux Golf, while working cross-functionally across marketing, PR, sales, paid media and creative teams.

Designed global influencer, affiliate, and community management playbooks across a diverse CPG brand portfolio, including Dose & Co. Collagen, Monday Haircare, Rascal & Friends, and Nood Pet Food to support launch in the U.S. market. • Launched Dose & Co Collagen in the U.S. in partnership with Khloé Kardashian. Managed gifting program to 3.4K+ influencers and celebrities including the Kardashian family, Charli D’Amelio, Addison Rae, and more, resulting in 2B+ impressions and a 70% post rate.• Tripled Instagram following in less than 6 months through dynamic influencer and UGC content, paid media strategies, crafting buzzworthy brand partnerships and creating an editorial content calendar. • Optimized targeted affiliate influencer programs, driving a 30% increase in affiliate sales performance.• Delivered weekly program reports and consumer trend analysis to the global leadership team, providing valuable insights for strategic decision-making to ensure new market success. • Proactively identified partnership opportunities with events and retailers, collaborating closely with the commercial team to maximize business growth.

Ampjar is an online community platform that empowers brands to connect with new customers. As the Community Partnership Manager, I collaborated closely with the digital marketing and customer success teams to drive our growth and marketing initiatives through strategic brand partnerships, impactful experiential activations, and fostering relationships with influential entrepreneurs.

Austin, Texas

Built and executed localized marketing strategies to drive consumer trial, enhance brand awareness, and boost sales. Responsible for day-to-day operations and logistics in the market, oversaw a team of brand ambassadors, collaborated with sales and distribution teams, executed local sponsorship opportunities, cultivated relationships with influencers and key opinion leaders, and managed a budget of $275K.• Owned the recruiting, hiring, training, and management of a best-in-class team of 13. • Achieved a 74% conversion rate through retail programming and in-store activations with Whole Foods, HEB, Target, Sprouts, etc.• Pioneered the first Texas-based influencer program to drive brand awareness and support product launches within the region, achieving 2.8M+ impressions.• Negotiated ACL Festival partnership and oversaw creative asset design, digital promotion, ticket giveaways, ambassador scheduling, on-site sales, and 20x20 footprint, reaching 450K+ consumers.

Louisville, Kentucky

Managed 300 top on premise accounts in Kentucky and Southern Indiana by creating opportunities to raise awareness, increase consumption, and grow sales.• Consistent record of increasing sales at the Kentucky Derby (+29%), Forecastle Festival (+35%), Pride (+27%), and NuLu Festival. (+41%).• Worked with accounts to organize 75+ exclusive events for key opinion leaders, influencers, and industry professionals around product launches or big moments.• Managed targeted digital campaign around March Madness resulting in 750K impressions.• Negotiated and signed annual partnership agreements and VIP contracts within accounts while managing a total budget of $300K. • Conducted monthly work-withs and quarterly business reviews with distribution partners.

Louisville, Kentucky Area

Built a localized business plan to reach 275K+ consumers in territory and managed a team of 15 collegiate ambassadors across 6 universities.• Managed local resource allocation (e.g. budgets, cans, hours, etc.) based on national strategy and Business Unit (BU) KPIs.• Created local partnerships with influencers, brands and businesses to drive awareness within the community.• Analyzed IRI data and collaborated with local On Premise and Off Premise distribution teams to identify opportunities to increase sales through strategic sampling techniques.• Produced collegiate and guerrilla sampling plans for large-scale events such as the Kentucky Derby, Thunder Over Louisville, Forecastle Festival, and Pride.• Organized events and campaigns around product launches and consumption occasions with local influencers reaching over 1.2M+ impressions.

Santa Monica, Ca

Led community management strategies, developed consumer response handling and social guidelines, and effectively managed a team of 3 direct reports.• Successfully redesigned the @RedBullWings social sampling program, resulting in a 181% increase in redemptions versus prior year.• Vetted and identified partnership opportunities, qualifying over 350 event leads monthly for potential activation by marketing teams nationwide.• Created daily engaging and shareable content, while also establishing a comprehensive content marketing and editorial calendar for strategic planning and brand consistency.

Santa Monica, Ca

Orchestrated consumer engagement and response handling across social media, phone, and email, connecting with over 100 customers daily.• Achieved a 32% reduction in consumer response wait time, enhancing the speed and efficiency of customer support when addressing their inquiries.• Partnered closely with regulatory affairs and legal to manage consumer inquiries regarding product compliance.• Supported key initiatives such as new product launches, content releases, merchandise drops, and consumption campaigns, leveraging insights gathered from customer interactions to enhance strategy and execution.

Los Angeles, California

Drove product trial with 1-on-1 consumer interactions and served as a product expert to overcome misconceptions and objections, resulting in heightened brand loyalty and expanded reach to new consumers.• Led a team of 12 collegiate brand ambassadors, managing schedules and inventory to execute a high-impact sampling program in the largest market, reaching over 500K consumers annually.• Built a tailored campus plan to engage students and bring the brand to life at California State University, Los Angeles. Conducted comprehensive surveys resulting in a 15% increase in positive trials and brand awareness on campus.• Crafted sampling strategies for events including Coachella, X Games, Red Bull Flugtag, Los Angeles Marathon, Pride Festival Red Bull Wings For Life World Run and more.

Louisville, Kentucky

Bumble, Bumble BFF, Bumble Bizz are built to provide women with their next empowered and meaningful relationship through every phase of life, whether that’s a friendship during a big life transition, a significant other, or a business connection.As the Community Partnerships Manager, I was responsible for managing grassroots and guerrilla marketing initiatives, identifying and elevating events and cultivating partnerships with local businesses throughout Louisville, KY.

Los Angeles, California, United States

KFPR Social is a Los Angeles based celebrity talent booking and influencer marketing agency founded in 2003 by Kari Feinstein. We amplify brand messages through strategic partnerships between brands, celebrities, and influencers.• Secured premium brand sponsorships for Kari Feinstein Style Lounge during the motion picture award show season, enhancing brand visibility and partnerships.• Efficiently managed and curated contact lists for celebrity clients and their representatives, fostering strong relationships and facilitating effective communication.• Produced event recap decks for brands and clients, showcasing celebrity gifting and media coverage.

Los Angeles, Ca

As a Microsoft Windows U Crew Representative at California State University, Los Angeles, I organized peer-to-peer trials of Microsoft and Windows products through organized on-campus technology presentations.• Conducted 1,200+ pre and post-trial assessments measuring changes in brand preference, favorability, and knowledge.• Positively shifted student perception towards being a recommended brand by 35%.• Hosted technology presentations on campus to groups ranging from 20-200 students.

Los Angeles, Ca

• Monitored classroom efficiency and assisted teachers with educational curriculum for 30 students, ensuring a conducive learning environment.• Facilitated the successful implementation of Individualized Education Plans (IEPs) by providing personalized attention and support to students, addressing their specific learning needs.• Administered comprehensive assessments to monitor student progress and academic advancements in all subjects.

Bachelor’S Degree, Communication And Media Studies

Activities and Societies: Delta Zeta Sorority: President (2014), Vice President of Membership (2013), Vice President of Programs (2012).

Education record

Activities and Societies: South Hills Cheerleading Team, Peer Mentorship Program