Toby Lowenfels

Over the past year, I had the pleasure of working as the Director of Digital Marketing for Wittlebee, a children’s clothing startup. I continued to hone my social media skills and was able to learn quite a bit about customer acquisition.

Because it was a startup, I was doing about ten jobs at once. This included: Copy writing, email marketing, public relations, branding, content strategy, video producing, and event planning. Just to name a few. 

One of the highlights of my job was using paid and organic marketing to build a robust community of moms—during my time at Wittlebee, I helped increase the Facebook audience from 200 to 45,000 fans—who were eager to engage in a wide range of contests, customer surveys, and email promotions.

For the purposes of both brand building and anonymity, I created a character named “Lucy” to act as the community manager. Through Lucy, I was able to use social media in creative ways to build a narrative around the clothing company and relate to the customers as peers. 

Although we relied heavily on user generated content—parents love sharing pictures of their kids wearing cute clothes, surprise, surprise!—I also employed a team of bloggers. We hired two stay-at-home moms to write activity-driven posts that worked with our brand. 

I was grateful for my trusty old English degree since copy writing was a large component of the job. Every single page of the site and all of the packaging, ads, and social media posts needed to be free of all typos and written in such a way that they appealed to both parents and kids. 

Perhaps the greatest lesson of all was the work I contributed to our weekly newsletters and email promotions. I learned a ton about email marketing and the necessary role it plays in e-commerce. It really is a science. 

Finally, it was a truly valuable experience to work at a startup for a full year. I learned a lot about business, working with a small team, and the importance of being nimble. 

Below are some samples of my work from the past year. 

Here’s a social good campaign to push customers who had signed up but hadn’t yet joined Wittlebee. We saw some traction with this, but not nearly as much as when we offered new members a $25 Sephora gift card. 

This is a co-marketing effort, which proved to be very successful in building subs. It included a cross promotion with Education.com across all social media channels and email lists. 

Here are some examples of successful newsletters, which feature exclusive interviews, new items, and partnerships.

It was also helpful to highlight new brands to pique members’ interest in the product. 

Here’s an album of “Lucy’s Picks,” the character I created to manage the Facebook community.

And, finally, here’s a link to all of the blog posts I wrote during my time at Wittlebee.

You can also see examples of my copy writing skills all throughout the Wittlebee web site, packaging material, and branding.