True Girl

My Role: Director of Marketing

Industry: Entertainment, Consumer Goods

In the era of social media, Facetune, and hypersexualization, today’s tween girls are facing a mental health crisis. True Girl is a international organization that offers encouraging, interactive products and events that help girls build confidence and celebrate their differences. The company runs the largest touring event for tween girls (over 400,000 have attended), publishes books, podcasts, and online events, and sells a subscription box.

The Challenge:

After 15 years in business, True Girl become critically aware that their branding was not effectively translating to their customers. They were using overcomplicated messaging that was confusing their audience and impeding their growth opportunities. When they hired me to rebrand the organization, produce and promote their next national tour, and engineer new opportunities for brand growth and revenue.

The Solution:

In my time at True Girl, I directed a very talented team of 20+. We rebranded the company to better align with its vision and increase connection with its audience. I optimized marketing initiatives to increase brand visibility and product demand, and ultimately revenue. I produced and marketed a national tour that traveled to 80 cities, and developed and launched a new product line.

The Results:

Completely overhauled the brand resulting in a more compelling brand identity including a new website, messaging, core values, brand design, etc.)
Managed a $250K marketing budget resulting in over $2M in sales.
Pivoted to online revenue streams during the COVID crisis, producing profitable webinars averaging 40K gross profit per online event.
Orchestrated a successful crowdfunding campaign that exceeded its 30k goal.
Spearheaded new product development and launched a successful consumer product which was had a positive ROI within 6 months.
Increased social media follower count by 143%, (from 41k to 100k+).

Rebranding True Girl

I wrote and directed (and provided voiceover—hi!) this brand video that presents the mission of True Girl.

I concepted, styled, and directed a teaser to reveal the theme of our new national tour— here’s a snippet.

Video we created for one of our lectures to help tweens understand that what they see online isn’t always reality.

Producing the True Girl Tour

My first sketch of what the True Girl Stage set should look like. Nothing more apt for a Pajama Party themed show than gathering the whole audience around a TV for a movie night!