Donna Antonijevic
Brand, Community, Content Marketing
As part of Grove’s Brand Marketing team, I led organic social and content strategy, collaborating closely with Influencer Marketing and Creative to reposition Grove as a leader in the sustainable household CPG space. Managing a Community & Social Media Team of 8, I developed a customer-centric content strategy, complete with consumer personas, messaging frameworks, and a style guide, as well as evergreen editorial calendars. In addition to this, I helped plan and execute integrated content marketing campaigns to launch new products, site features, and marketing channels. I established a community experience team to engage and support customers across social media, integrating customer service CRM into social media platforms, building a customer surprise and delight program, and a members-only private forum. My focus was to promote healthy home habits by providing accessible resources and expert advice through infographics, memes, how-to videos, and aspirational content across TikTok, YouTube, Instagram, Pinterest, Facebook, Facebook Groups, email, blog, and exceptional customer experience.
Content Examples:
January Calendar of Healthy Habits (Instagram)
Grove Spring Cleaning Checklist
COVID Cleaning Tips (Instagram)
Love Languages Letterboard (Instagram)