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
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
Campaign Visuals
The Witch's Way to Wealth — affirmation deck order incentive banner

Order incentive banner — social + email

The Witch's Way to Wealth — affirmation deck square social asset

Affirmation deck — square social asset

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
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
Campaign Visuals
Goodbye Perfect — Confidence quote graphic

Confidence — quote series

Goodbye Perfect — Self-Trust quote graphic

Self-Trust — quote series

Goodbye Perfect — Mastery quote graphic

Mastery — quote series

Goodbye Perfect — Patriarchy & Voice quote graphic

Patriarchy & Voice — quote series

Goodbye Perfect — pre-order bonus tiers graphic

Pre-order bonus tiers — conversion asset

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
Campaign Visual
Welcome to Bloom Books — Raven Kennedy author announcement social graphic

Author announcement — Bloom Books social

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
NCC Baseball Mailing Commodore Nation Ad Golf Day Brochure
$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.

Vox · Dec 2015

What it's like being Black at Princeton

A reported, first-person essay examining the racial dynamics of one of the country's most elite institutions — written at a moment when the "I, Too, Am Princeton" movement had put those questions at the center of a national conversation.

Read the piece →
BuzzFeed · Apr 2013

Dating While Black and Orange

Written in response to the viral Susan Patton "marry a Princetonian" letter, this essay unpacked the experience of dating as a Black woman at Princeton — sharp, personal, and widely shared at the height of the cultural moment.

Read the piece →
BuzzFeed · Aug 2013

46 Signs You Went to Princeton

A community-facing listicle capturing the insider experience of Princeton with wit and specificity — the kind of piece that earns shares because it makes readers feel seen. An early exercise in audience-led content for a highly specific community.

Read the piece →