Consumer Marketing Portfolio

Content & campaigns
that move people.

15 years building consumer marketing programs across publishing, higher education, and culture — from launch campaigns that hit a million impressions to donor programs that fund championships. The work changes. The discipline doesn't.

33.7%Engagement rate
(vs. 2–5% standard)
1M+Impressions per
campaign cycle
$2M+Revenue attributed
to content strategy
Disciplines

Also seeking B2B SaaS roles? See my product marketing and content strategy portfolio at brittney-mmutle.pages.dev.

01

Campaign Case Studies

Book Launch · 2023 · Sourcebooks / Casablanca

The Witch's Way to Wealth

Jessie DaSilva · Consumer Launch Campaign

Jessie DaSilva, dubbed the "Millennial Money Witch" by Forbes, came to Casablanca with a bold premise: witchcraft as a framework for financial freedom. The audience — Millennials and Gen Z rejecting Boomer money advice — required both cultural fluency and conversion-driven execution.

As lead marketer, I developed the full campaign strategy: a tiered pre-order incentive program targeting 750 preorders, a promotional copy framework that led with audience identity, and visual assets designed for the book's irreverent, maximalist brand. The affirmation deck was a custom merchandise concept — physical cards featuring the book's core principles — used to drive pre-order momentum across social and email.

Marketing Strategy Campaign Copy Order Incentive Social Assets Influencer Outreach Paid Social Amazon Ads
750Preorder goal set
40+Annual launches managed simultaneously
Full-stackStrategy through creative execution
Sample Campaign Copy
Pre-Order Incentive Hook — Oct. 2023

Something magical just happened to your wallet! Receive a FREE deck of affirmation cards when you purchase your copy of THE WITCH'S WAY TO WEALTH before 12/20/23! Just in time for the holiday season, give the gift of money manifestation AND a bonus card deck this year. Fill out this form in our bio to claim your cards.


Promotional Launch Copy — Oct. 2023

Witchcraft meets budgeting in this unique and intuitive approach to money, from the internet phenomenon Jessie DaSilva dubbed the "Millennial Money Witch" by Forbes. Making Money just got Magical... Manifestation, crystals, deities, divination, energy waves, meditation — these magical practices are not only good for your mental health, but they are also good for your wallet! As Millennials and Gen Z's struggle to maintain financial stability, they frequently look to Baby Boomer advice that doesn't even apply to the current financial climate. Finding new ways to deal with money is long overdue. A little bit of magic may be the answer! From Jessie DaSilva, the intuitive mindset coach dubbed the "Millennial Money Witch" by Forbes, comes new witchy and intuitive practices to help manifest real financial freedom. Using her three principles of magic, DaSilva combines business savvy techniques with real witchy practices to give a much-needed how-to-guide to making money!

Campaign Assets
Full marketing plan: media & publicity, digital advertising, author platform, retail strategyStrategic Document
Pre-order incentive copy — hook, audience positioning, author credential, tiered CTACampaign Copy
Affirmation deck order incentive — wide banner + square social graphicVisual Assets
Influencer mailing + Spark Ads UGC strategy on TikTokInfluencer Strategy

"Something magical just happened to your wallet! Receive a FREE deck of affirmation cards when you purchase your copy before 12/20/23!"

— Campaign hook copy, Oct. 2023
Book Launch · 2023 · Sourcebooks

Goodbye, Perfect

Homaira Kabir · Sustained Launch Content Program

Goodbye, Perfect — a women's self-development book about releasing perfectionism and living authentically — required a social content strategy that matched the book's emotional register: warm, thoughtful, and community-inviting rather than promotional.

I designed and executed a sustained content cadence built around the book's core concepts using a consistent branded visual template, rotating between quote-led graphics, engagement-first captions, and conversion-oriented pre-order copy. The campaign layered community activation (hashtag strategy, share prompts) with direct sales mechanics — tiered pre-order bonuses up to $1,150 in value.

Social Content Series Caption Copy Pre-order Mechanics Community Strategy Brand Voice Visual Templates
6+Branded social assets produced
3-tierPre-order incentive program
$1,150Top-tier bonus value positioned
Sample Campaign Copy
Community Engagement Caption

What will having more confidence mean to you? It looks different for everyone, but what is at stake for you as you build your confidence? How will you feel when you've gained that extra boost? These are some of the questions you'll need to answer for yourself as you read Goodbye, Perfect. Feel free to suggest this book as your latest book club pick or as a potential personal development course at your place of work.


Quote Series Caption — Confidence

Confidence is not an item on a to-do list, complete once you've ticked it off. Confidence building and maintenance is the work of a lifetime. To maintain optimal confidence, you must continue on the journey of listening to the needs of your body, mind, and spirit, and honoring those needs through authentic deeds. How will you honor your needs today? Feel free to share this post to your own socials with the hashtag #goodbyeperfectproject! Every share helps spread the word about this book.


Pre-Order Launch Copy

Goodbye, Perfect debuts on April 11, 2023, and we are so excited to share it with you. The best way to support this journey and to get your own copy is to pre-order wherever books are sold. To thank you for your early support, Homaira Kabir will be providing a free 90-minute workshop to all who submit proof of purchase. This workshop will include an exclusive powerful growth tool not found in the book. If you order 5 or more copies, not only will you receive access to the exclusive workshop, but you'll also get a self-care toolkit as well as a reader's guide for you to discuss with your friends, colleagues, team, or book club. For those interested in pre-ordering 10 or more copies, also receive one free membership to the Goodbye Perfect Program, a 20-week transformational journey for women who want to make the most of their "one wild and precious life" (valued at $1,150 USD).

Campaign Assets
6-part branded quote series — Confidence, Self-Trust, Mastery, Intrinsic Goals, Authenticity, Patriarchy & VoiceSocial Graphics
Engagement-first caption copy: question-led, community CTA, share prompts with branded hashtagCaption Copy
Pre-order bonus graphic — three-tier structure (1–4, 5–9, 10+ copies) with workshop and membership incentivesConversion Asset
Long-form promotional copy — full purchase journey from awareness to incentive claimLaunch Copy

"How will you honor your needs today? Feel free to share this post with the hashtag #goodbyeperfectproject!"

— Community activation caption, 2023
Author Acquisition · 2022–23 · Bloom Books

Welcome to Bloom Books

Raven Kennedy · Community Announcement Campaign

When Bloom Books acquired bestselling fantasy romance author Raven Kennedy — one of BookTok's most beloved names — the acquisition announcement was itself a marketing moment. The right framing could turn a business event into a community celebration and immediately signal Bloom's positioning in the romance and fantasy space.

The announcement graphic was designed to feel celebratory and fan-forward rather than corporate: gold and black with a starfield treatment that matched Kennedy's established visual identity, calibrated to land as a community moment first — not a press release.

Community Announcement Author Relations Social Asset Brand Alignment
Campaign Context
Author announcement graphic — gold/black celebratory treatment aligned to Kennedy's existing brandSocial Graphic
Community-first framing: fan celebration, not corporate announcementPositioning Strategy
Part of 40+ annual author launch campaigns managed simultaneouslyProgram Scale

"1M+ impressions per campaign cycle at 33.7% engagement — sustained across 40+ annual launches through strategic lifecycle design."

— Sourcebooks / Bloom Books, 2021–2024
02

Institutional Marketing

High-stakes campaigns for institutions with complex audiences, competing stakeholders, and zero margin for error.

Museum of Science & Industry, Chicago

Black Creativity Gala — 50th Anniversary

Major donor cultivation event marking Black Creativity's half-century at MSI. I led campaign content and communications for the January 2020 Gala — coordinating across sponsors including Allstate, ComEd, NextLevel Health, and United Airlines, producing the event evite and sponsor solicitation materials, and managing high-stakes relationships with C-suite co-chairs and Chicago civic leadership.

Event Campaign Sponsorship Letters Event Collateral Donor Relations
Black Creativity Gala 50th Anniversary evite
Vanderbilt University · National Commodore Club

NCC Athletics & Annual Giving Campaigns

Multi-program campaign execution across Vanderbilt's athletic giving portfolio — NCC Champions' Circle (Baseball), Vandy Golf Day, and broad-base donor acquisition. Produced direct mail brochures, donor solicitation letters, ad creative, and campaign collateral for audiences ranging from casual fans to major gift prospects. Wrote across giving levels from $150 to $10,000+.

Direct Mail Donor Copy Print Collateral Ad Creative
$150–
$10K+
Giving levels written across
3 PDFs Available for download above
University of Chicago

$2M+ Giving Day Campaign

The largest campaign in this portfolio — a 24-hour Giving Day exceeding $2M raised across 26 university units, with 56 segmented email deployments to 125,000 recipients and real-time performance optimization. Exceeded prior year results by 40%+. Also built the University's crowdfunding platform from 0→1, which operated until 2023.

Campaign Strategy Email Segmentation Real-Time Optimization Platform Build
$2M+ Raised in 24 hours
40%+ Over prior year goal
03

Published Writing

Long-form editorial for general consumer audiences — written from the inside out.