SAMANTHA FAY
Los Angeles,CA
Summary
Sammi is a strategic brand strategist with a passion for data-driven business growth and media strategy across fashion, beauty, wellness, and lifestyle sectors. She brings a technical approach to brand storytelling and campaign performance, aligning strategy with business objectives and audience behavior. Skilled in cross-functional collaboration, Sammi excels at identifying creative yet analytical ways to drive business in both agency-adjacent and in-house settings.
Overview
4
4
years of professional experience
Work History
Sales & Merchandising Strategist
Max Studio
Los Angeles, USA
05.2024 - 05.2025
- Company Overview: Fashion & Accessories
- Developed strategic creative briefs for B2B partners (stockists), aligning messaging, media assets, and business goals to account needs.
- Acted as primary point-of-contact for B2B partners to coordinate campaigns, seasonal collaborations, and brand-aligned product launches.
- Partnered cross-functionally with photography, digital, and product teams to execute brand-aligned content across DTC and B2B platforms.
- Conducted market research and data analysis to shape brand storytelling, inform campaign direction, and support performance optimization.
- Tracked campaign performance and KPIs across digital touchpoints to support continual brand growth.
- Presented performance insights to senior leadership and external partners to refine business objectives.
Marketing & Brand Strategy Specialist → Global Sales & Branding Lead
SUBSURFACE
Los Angeles, USA
10.2022 - Current
- Company Overview: Fashion & Accessories
- Developed end-to-end campaign strategy for DTC initiatives, including concept development, asset execution, and performance tracking.
- Wrote creative briefs and brand positioning decks to support partnerships and influencer collaborations.
- Managed relationships with stockists and tailored brand materials to better fit client strategy and feedback.
- Developed sell-in and brand assets (line sheets, lookbooks, and brand decks) rooted in consumer behavior to support new partnerships.
- Supported new business development efforts through pitch decks, strategic insights, brand collateral, and creative storytelling.
Digital Merchandising & Growth Marketing Assistant → Customer Strategy & Monetization Assistant
goop
Los Angeles, USA
09.2023 - 05.2024
- Company Overview: Skincare, Beauty, Wellness & Lifestyle
- Executed data-driven campaign strategies for skincare, beauty, and fashion launches by aligning creative direction, brand messaging, and audience insights across channels (DTC, Amazon, etc).
- Played a key role in the launch of sub-brand 'good.clean.goop' by informing merchandising strategy, KPI tracking, and cross-platform campaign execution.
- Monitored target audience behavior with A/B testing and Looker dashboards to enhance campaign messaging, optimize creative strategy, and improve overall engagement.
- Applied Google Analytics insights to guide brand storytelling and layout hierarchy in advertising.
- Collaborated cross-functionally with brand, editorial, UX, and lifecycle teams to ensure project alignment and consistent communication.
Wholesale Associate (Temp)
Cult Gaia
Los Angeles, USA
06.2023 - 09.2023
- Company Overview: Fashion & Accessories
- Created digital line sheets and sales aids for luxury retail partners.
- Contributed to brand positioning and presentation for international B2B accounts.
Marketing & Sales Associate
EB Denim
Los Angeles, USA
09.2021 - 08.2022
- Company Overview: Fashion
- Assisted in seasonal campaign development and trend research to support brand storytelling and creative marketing direction.
Education
Bachelor of Science - Business Admin, Entrepreneurship & Marketing
University of Southern California - Marshall School of Business
Los Angeles, CABachelor of Science - Business Administration & French Language Studies
American University of Paris
Paris, FRSkills
- Campaign Strategy
- Brand Storytelling
- Creative Brief Development
- Audience Insights
- Performance Marketing
- A/B Testing
- Conversion Optimization
- Google Analytics
- Looker
- Market & Consumer Research
- Campaign Management
- Strategic Planning
- Cross-functional Team Leadership
- Client Relationship Management
- Project Management
- Fashion Industry
- Beauty & Skincare Industry
- Strategic Thinking
- Problem Solving
Languages
- English (Native)
- French (Professional Proficiency)
Websites
Timeline
Sales & Merchandising Strategist
Max Studio
05.2024 - 05.2025
Digital Merchandising & Growth Marketing Assistant → Customer Strategy & Monetization Assistant
goop
09.2023 - 05.2024
Wholesale Associate (Temp)
Cult Gaia
06.2023 - 09.2023
Marketing & Brand Strategy Specialist → Global Sales & Branding Lead
SUBSURFACE
10.2022 - Current
Marketing & Sales Associate
EB Denim
09.2021 - 08.2022
Bachelor of Science - Business Admin, Entrepreneurship & Marketing
University of Southern California - Marshall School of Business
Bachelor of Science - Business Administration & French Language Studies
American University of Paris
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