AAA Distributor · Nationwide kitchen & bath distributor
Social media specialist · Nov 2023 to Jul 2024
Everyone above me kept getting fired, and nobody knew the login.
The why
Navigating the chaos of an acquisition and the growing pains of a new in-house team, these wins still landed.
Architectural Digest Feature
The industry's most respected publication
Awarded Best of Philly
in the home improvement category
Led a Remote Creative Team
8 contractors across editing, design, and voice
The full story
AAA Distributor sells kitchen, bath, doors, and flooring products nationwide. I joined right as the company ended an agency contract to build its marketing function in-house, and ran organic social across six platforms while directing a remote team of 8 contractors: editors, designers, and voice actors.
The problem
The company fired two managers above me within my first several months, right as it shifted from an outsourced agency to an in-house team. In the middle of that transition, nobody could confirm the business actually had working access to its own social accounts, which set off a monthslong recovery process. The asset library held almost nothing to work with either: flat product shots, no brand guidelines, and no system to find what existed.
The idea
Access and infrastructure had to come first. No content strategy mattered if the business couldn't post to its own accounts or find its own images. The plan was to keep the brand visible everywhere still available, rebuild the asset library from nothing, and lay the groundwork for a real storytelling push once the accounts came back.
The execution
Getting the locked accounts back took months of waiting on platform verification. In the meantime, I kept posting everywhere I still had access and worked on the deeper problem: there was barely any usable content on hand. Most of what existed was flat product photography, a cabinet door with no room around it, no styling, no story. I coordinated with an overseas design team across a real language and time zone gap to turn that photography into lifestyle imagery, and worked directly with vendors for source material when our own library fell short.
I also set up Sprout Social from scratch and integrated a vendor's Hootsuite content feed, which let me cross-post across two platforms and multiply the material available to use. At the same time, I supported each of the company's four branches individually. For a new Atlanta location, I launched its Google Business profile from scratch and directed designers on copy and creative for its local print and billboard campaign.
The content
Creative directions for each content piece.
Spring brand awareness video
16:9 or 9:16
The campaign that moved the brand from sales posts to storytelling. Match the frame to the export you have.
Video embed
16:9 or 9:16 export
Directed remotely with a contractor team of editors, designers, and voice actors.
Best of Philly voting campaign
The campaign that asked the community to vote for the Philadelphia showroom.
Video embed
We asked, they voted, we won.
Architectural Digest feature
A screenshot of the feature, linked to the original article.
Image frame
Submitted on deadline after tracking down the right internal expert to answer the journalist.
The results
The showroom won Best of Philly. The brand landed in Architectural Digest. And three departments stopped waiting on each other for assets, which nobody puts on a trophy but everybody feels.
Strategy built to evolve. ✦
Ember Beckary · Social Media Strategist