About Me...

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Hello there! I'm Katherine, a seasoned marketing strategist with over a decade of experience in the beauty industry. My journey in the dynamic world of marketing has been fueled by a passion for creative storytelling and a knack for navigating the digital landscape.

I grew up in a household that fostered my love for design with a background deeply rooted in creativity. My father's years in the printing industry and my grandfather's photography expertise exposed me to the visual arts early on.

As one of the first families in the neighborhood to own a Macintosh computer, I found myself immersed in the digital realm, experimenting with Adobe Photoshop and coding my Myspace page during middle school. This early exposure made me software-savvy and laid the foundation for my future in the digital marketing arena.

Throughout my professional journey, I've honed my skills as a results-driven marketing strategist. Over the past decade, I've leveraged consumer insights, analytics, and competitive intelligence to orchestrate successful digital campaigns in the beauty industry. My expertise extends across various domains, including graphic design, copywriting, video editing (both short and long-form), social media management, and running influencer campaigns. I thrive in project management and excel in cross-team collaboration, always prioritizing superb customer experiences online.

Driven by a passion for creative business marketing, I made the strategic decision to transition to freelancing. This shift allows me to focus on dynamic storytelling through digital platforms, a pursuit that truly ignites my creativity. One of my proudest achievements includes growing Instagram and TikTok channels to over 60k followers, generating millions of views, and fostering engaging conversations around brands.

I am not just a marketer; I am a storyteller, a digital enthusiast, and a dedicated professional committed to staying ahead of emerging trends. Join me on this exciting journey of crafting compelling narratives and making a lasting impact in the ever-evolving world of digital marketing.

Born Beauty-Obsessed

My journey into the world of beauty began at a young age, inspired by my great-grandmother who owned a salon in Buffalo, NY. I followed in her footsteps as I obtained my cosmetology license in 2010, spending over a decade working behind the chair and honing my craft.

As my love for beauty evolved, so did my interest in the digital storytelling and marketing that underpins successful businesses. To further explore this passion,
I pursued a Bachelor's degree with a focus on Marketing.

After graduating from Roosevelt University, I embarked on an exciting chapter with a leading publication for hairdressers, behindthechair.com.
This role opened my eyes to the vast capabilities of digital and print marketing.
From collaborating with influencers to devising social media marketing strategies, executing product sampling initiatives, and contributing to a print magazine,
I immersed myself in the multifaceted world of marketing.

The experience fueled my passion for creative content, and I found myself captivated by the endless possibilities that digital platforms offered.
With over 10 years of hands-on experience in the beauty industry and a solid academic foundation in marketing, I bring a unique blend of artistry and strategic thinking to the table. My journey from behind the salon chair to the vibrant realm of digital marketing has equipped me with a diverse skill set and a deep understanding of what it takes to make a brand shine in today's dynamic landscape.

Join me as I continue to blend the artistry of beauty with the precision of marketing, creating compelling narratives that resonate with audiences and elevate brands to new heights.

Job History

Jan 2026 - Feb 2026

Katherine Carey Creative

Client: Schwarzkopf Professional

Contributed to the development of the IGORA Grey Coverage professional education booklet in partnership with Schwarzkopf Professional and celebrity colorist Tracey Cunningham.
Ensured technical accuracy, brand alignment, and clear stylist-focused product education for professional haircolor application.

Sep 2024 - Present

Katherine Carey Creative

Client: Logan Parlor & Hair Has No Gender

Lead integrated digital marketing, education and content strategies including curriculum building, email and SMS deployment, social and influencer strategies and website management to boost class and service bookings.
Design and manage in-salon education programs, preparing tailored PowerPoint presentations and instructional materials for live workshops and certification programs.
Conduct ongoing feedback loops with salon owners, educators, and stylists to identify fi eld training needs and refi ne curriculum messaging.
Co-present professional education classes through Hair Has No Gender’s SalonCentric partnership.
Coordinate influencer relationships and community marketing activations, enhancing audience reach and campaign traction.
Analyze campaign performance and customer engagement data to develop monthly strategic recommendations that improve campaign effectiveness and audience growth.

Jan 2024 - Sep 2025

Katherine Carey Creative

Client: AQUA & AquaLyna Hair Extensions

Spearheaded product positioning and launched digital marketing campaigns to promote premium hair extension lines alongside corresponding virtual and in-person educational training programs.
Structured and executed automated lifecycle marketing campaigns via email and SMS in Klaviyo to scale customer retention and education sign-ups.
Analyzed campaign performance and customer engagement to refi ne marketing strategy.
Built campaign-specific landing pages and implemented Shopify-based apps to manage promotions and tailored collection launches.
Managed campaign timelines, creative assets, and cross-functional coordination using Asana and Figma implementing GANTT timelines to ensure accurate execution, team collaboration and on-time campaign launches.

Sep 2022 - Dec 2023

Sam Villa -

Director of Digital Marketing & Social Media

Designed and implemented comprehensive virtual education programs, strategizing, building, and forecasting the annual brand livestream education calendar.
Managed a network of 30+ professional educator influencers and 500+ affiliates; carefully matched specialized talent to corresponding educational calendar livestream spots and oversaw contract execution.
Authored high-converting educational copy, writing compelling class titles and curriculum descriptions designed to drive student and salon pro registration for higher livestream attendance.
Led go-to-market digital strategies supporting new product launches and national education initiatives.
Partnered cross-functionally with product, sales, and creative teams to align messaging and execute cohesive educational campaigns supporting key product launches.
Managed a $200K+ budget and built analytics dashboards tracking KPIs across livestream participation, educator performance, and consumer engagement.
Built optimized landing pages and digital conversion funnels to promote specialized in-person educational classes, successfully capturing leads and generating sign-ups.
Supported management of the brand’s Amazon Seller Central account, developing product listing copy and coordinating product imagery to ensure accurate, brand-aligned PDP content.

Jan 2021 - Aug 2022

Sam Villa -

Digital Marketing & Social Media Coordinator

Directed, produced, and managed copywriting for 157 social livestreams generating 550K views, educating salon professionals on Sam Villa hair tool utilization and product styling knowledge.
Coordinated monthly video shoots with brand founder, Sam Villa, engineering shot lists and training scripts focused on maximizing stylist tool techniques and retail sell-through.
Led a team of 3 video editors to produce high-quality, high-impact instructional digital media assets.
Collaborated with our external social agency on Instagram content mapping and media buying after aligning on upcoming monthly promotions and initiatives.
Worked closely with influencers to produce UGC for TikTok Spark Ads and Meta ads, amplifying sales performance and social reach.
Wrote monthly analytics reports for the executive team, summarizing TikTok performance, social media activity, and follower growth of 30 ambassadors.
Launched and led Sam Villa’s TikTok presence from inception, developing content strategy, editing viral videos and managing community engagement, ultimately growing the audience to over 60K followers in 2 years.

Oct 2018 - Dec 2020

Beauty Changes Lives -

Scholarship & Marketing Coordinator

Managed scholarship programs overseeing agreements, marketing strategies, web promotion, and judge coordination, allocating over $1M in funds for beauty school students and licensed professionals annually.
Presented program performance, student application trends, and marketing KPIs directly to corporate donors and the Board of Directors.
Drove digital lead generation, increasing qualified student applicant leads by +242% YoY.
Built a 40-influencer ambassador team and managed social media channels, growing the Instagram audience by +200% YoY (3K to 20K).
Created video and graphic design elements for organization's social media channels and ambassador team.

Mar 2018 - Oct 2018

Behindthechair.com -

Content Creation Coordinator

Orchestrated virtual education delivery on the brand’s LMS platform (BTC University), managing student registration, platform content mapping, and structured brand educational modules.
Co-crafted comprehensive beauty class curriculums, authoring compelling class titles and descriptions, and directed live educational studio broadcasts.
Facilitated live interactive Q&A sessions during broadcasts between virtual attendees and presenting platform artists to maximize community engagement and viewer retention.
Collaborated with premier beauty manufacturers to position new product lines across digital, print, and experiential touchpoints, utilizing infl uencer platforms for content activations.
Supervised a team of 5 editors to author, review, and maintain strict technical accuracy for articles on hair color formulas, cutting techniques, and industry trends.

Feb 2016 - Feb 2018

Behindthechair.com -

Advertising Account Associate

Expanded digital campaigns for 30+ professional beauty brands, including campaign reporting and analytics.
Guided the creative department in designing successful digital marketing assets to support client advertising campaigns.
Strategized with the editorial team on developing digital press features, print advertorials, and on-location social media event coverage for clients.
Outlined invoicing schedule with the accounting department for all client advertising contracts.
Compiled client reports summarizing digital campaign performance, including social media insights and email campaign metrics.

Internships

Jun 2015 - Jan 2016

Premier Beauty Supply -

Marketing Intern

Supported sales promotions, marketing collateral development, and product knowledge communication for both Inside and Outside Sales teams.
Partnered with the Marketing Department to produce bi-monthly sales catalogs, coordinate events, and manage targeted direct mail campaigns for Outside Sales.
Oversaw social media strategy and execution, analyzing post performance through benchmarking to optimize engagement.
Assisted in planning and coordination of the Chicago Style Show at the Park West and W Hotel, welcoming over 400 participants.

Oct 2014 - Jan 2015

StyleSeat -

Marketing/PR Intern

Supported the Midwest launch campaign by coordinating locally focused Chicago events and engaging prospects and customers through targeted phone and email outreach.
Assisted in planning and executing a high-profile launch event at Y-Bar with 200 attendees.
Collaborated on a corporate braid bar activation at Coyote Logistics (80 participants).
Helped organize and facilitate a public promotional event at Shervan Salon, attracting 100 participants.

Salon Experience

Sep 2016 - Apr 2018

The Bird's Nest Salon - Hair Stylist

Nov 2014 - Aug 2016

Salon 117 & Essence Day Spa - Hair Stylist

Jan 2014 - Sep 2014

Salon Apprentice at Salon Blue

Nov 2012 - Nov 2013

Hair Stylist at Hair Cuttery

Dec 2010 - Nov 2012

Hair Stylist at Great Clips

Sep 2008 - Sep 2010

Shampoo Technician at Salon 117 & Essence Day Spa

Education

2013-2016

Roosevelt University, Chicago IL

Bachelor of Science (BS) in Business Administration, Marketing

2010-2013

College of DuPage, Glen Ellyn IL

Associates of General Studies & Associates of Applied Science in Cosmetology

2008-2010

Technology Center of DuPage, Addison IL

Illinois State Cosmetology License

Technical Skills/Programs

Adobe Premiere Pro, Asana, Attentive, Brevo, Canva, Chat GPT, Claude, Click Up, Figma, Gemini, Google Analytics, Influenster, Hubspot, Klaviyo, Later.com, Mailchimp, Meta Ads Manager, Microsoft Office Suite, Refersion Affi liate Marketing, Shopify, Sprout Social, SmartSheet, Submittable, TikTok Ads Manager, Type Form, Thought Industries, WordPress.

Testimonials

"Working with Katherine was a great experience from start to finish. She brought a ton of care to the project and went the extra mile by doing research to strategically add relevant content. Her cosmetology experience was also super valuable because she was able to curate the content so that it would speak to my target audience (hairdressers). She also worked fast and helped me meet some demanding deadlines. Highly recommend!"

- Madison Jackman,

Brand Manager, IGORA & COLOR ESSENTIALS | Schwarzkopf Professional

Hair Professional North America

About Me...

Born Beauty-Obsessed

Job History

Contributed to the development of the IGORA Grey Coverage professional education booklet in partnership with Schwarzkopf Professional and celebrity colorist Tracey Cunningham.

Ensured technical accuracy, brand alignment, and clear stylist-focused product education for professional haircolor application.

​​

Lead integrated digital marketing, education and content strategies including curriculum building, email and SMS deployment, social and influencer strategies and website management to boost class and service bookings.

Design and manage in-salon education programs, preparing tailored PowerPoint presentations and instructional materials for live workshops and certification programs.

Conduct ongoing feedback loops with salon owners, educators, and stylists to identify fi eld training needs and refi ne curriculum messaging.

Co-present professional education classes through Hair Has No Gender’s SalonCentric partnership.

Coordinate influencer relationships and community marketing activations, enhancing audience reach and campaign traction.

Analyze campaign performance and customer engagement data to develop monthly strategic recommendations that improve campaign effectiveness and audience growth.

​Spearheaded product positioning and launched digital marketing campaigns to promote premium hair extension lines alongside corresponding virtual and in-person educational training programs.

Structured and executed automated lifecycle marketing campaigns via email and SMS in Klaviyo to scale customer retention and education sign-ups.

Analyzed campaign performance and customer engagement to refi ne marketing strategy.

Built campaign-specific landing pages and implemented Shopify-based apps to manage promotions and tailored collection launches.

Managed campaign timelines, creative assets, and cross-functional coordination using Asana and Figma implementing GANTT timelines to ensure accurate execution, team collaboration and on-time campaign launches.

Designed and implemented comprehensive virtual education programs, strategizing, building, and forecasting the annual brand livestream education calendar.

Managed a network of 30+ professional educator influencers and 500+ affiliates; carefully matched specialized talent to corresponding educational calendar livestream spots and oversaw contract execution.

Authored high-converting educational copy, writing compelling class titles and curriculum descriptions designed to drive student and salon pro registration for higher livestream attendance.

Led go-to-market digital strategies supporting new product launches and national education initiatives.

Partnered cross-functionally with product, sales, and creative teams to align messaging and execute cohesive educational campaigns supporting key product launches.

Managed a $200K+ budget and built analytics dashboards tracking KPIs across livestream participation, educator performance, and consumer engagement.

Built optimized landing pages and digital conversion funnels to promote specialized in-person educational classes, successfully capturing leads and generating sign-ups.

Supported management of the brand’s Amazon Seller Central account, developing product listing copy and coordinating product imagery to ensure accurate, brand-aligned PDP content.

Directed, produced, and managed copywriting for 157 social livestreams generating 550K views, educating salon professionals on Sam Villa hair tool utilization and product styling knowledge.

Coordinated monthly video shoots with brand founder, Sam Villa, engineering shot lists and training scripts focused on maximizing stylist tool techniques and retail sell-through.

Led a team of 3 video editors to produce high-quality, high-impact instructional digital media assets.

Collaborated with our external social agency on Instagram content mapping and media buying after aligning on upcoming monthly promotions and initiatives.

Worked closely with influencers to produce UGC for TikTok Spark Ads and Meta ads, amplifying sales performance and social reach.

Wrote monthly analytics reports for the executive team, summarizing TikTok performance, social media activity, and follower growth of 30 ambassadors.

Launched and led Sam Villa’s TikTok presence from inception, developing content strategy, editing viral videos and managing community engagement, ultimately growing the audience to over 60K followers in 2 years.

Managed scholarship programs overseeing agreements, marketing strategies, web promotion, and judge coordination, allocating over $1M in funds for beauty school students and licensed professionals annually.

Presented program performance, student application trends, and marketing KPIs directly to corporate donors and the Board of Directors.

Drove digital lead generation, increasing qualified student applicant leads by +242% YoY.

Built a 40-influencer ambassador team and managed social media channels, growing the Instagram audience by +200% YoY (3K to 20K).

Created video and graphic design elements for organization's social media channels and ambassador team.

Orchestrated virtual education delivery on the brand’s LMS platform (BTC University), managing student registration, platform content mapping, and structured brand educational modules.

Co-crafted comprehensive beauty class curriculums, authoring compelling class titles and descriptions, and directed live educational studio broadcasts.

Facilitated live interactive Q&A sessions during broadcasts between virtual attendees and presenting platform artists to maximize community engagement and viewer retention.

Collaborated with premier beauty manufacturers to position new product lines across digital, print, and experiential touchpoints, utilizing infl uencer platforms for content activations.

Supervised a team of 5 editors to author, review, and maintain strict technical accuracy for articles on hair color formulas, cutting techniques, and industry trends.

Expanded digital campaigns for 30+ professional beauty brands, including campaign reporting and analytics.

Guided the creative department in designing successful digital marketing assets to support client advertising campaigns.

Strategized with the editorial team on developing digital press features, print advertorials, and on-location social media event coverage for clients.

Outlined invoicing schedule with the accounting department for all client advertising contracts.

Compiled client reports summarizing digital campaign performance, including social media insights and email campaign metrics.

Internships

Supported sales promotions, marketing collateral development, and product knowledge communication for both Inside and Outside Sales teams.

Partnered with the Marketing Department to produce bi-monthly sales catalogs, coordinate events, and manage targeted direct mail campaigns for Outside Sales.

Oversaw social media strategy and execution, analyzing post performance through benchmarking to optimize engagement.

Assisted in planning and coordination of the Chicago Style Show at the Park West and W Hotel, welcoming over 400 participants.

Supported the Midwest launch campaign by coordinating locally focused Chicago events and engaging prospects and customers through targeted phone and email outreach.

Assisted in planning and executing a high-profile launch event at Y-Bar with 200 attendees.

Collaborated on a corporate braid bar activation at Coyote Logistics (80 participants).

Helped organize and facilitate a public promotional event at Shervan Salon, attracting 100 participants.

Salon Experience

Education

Technical Skills/Programs

Testimonials

Spearheaded product positioning and launched digital marketing campaigns to promote premium hair extension lines alongside corresponding virtual and in-person educational training programs.