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Aaryn O'Quinn
(she/her)
Strategy, Insights, and Analysis
About Me
I am a digital marketing expert with 10+ years of experience working in marketing strategy and operations, audience development and insights, social media, creative analysis, and digital analytics for major brands like Netflix, Paramount (fmr. Viacom Digital Studios), Disney, Universal Music Group, and Live Nation Entertainment.
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Curate Red
Portfolio Navigation
Launching Brands on New Platforms
Social Media Reporting & Insights
Product Marketing
Campaign
Launching brands on new platforms.
Netflix on TikTok
Key architect In Netflix's approach to entering TikTok as brand. Helped Identify key regions and titles to launch onto platform and gave strategic guidance via a framework for future Netflix branded social profiles.
Netflix Film on YouTube
Helped strategize Netflix's Film launch on to YouTube, breaking away film focused editorial content from Netflix's main YouTube page after Identifying a unique audience engaging.
Netflix is a Joke on YouTube
Identified opportunity to segment and grow an audience on a new channel by highlighting unique audience and outsized performance of comedy videos on Netflix's main YouTube. Partnered with brand lead In the development of "Dressing Funny."
AwesomenessTV on Instagram
As Instagram began to optimize their platform for longer video formats using IGTV, there was a clear opportunity to program our long-form scripted content
Social Media Reporting & Insights
- Validated social media's impact on the organizational goals of Netflix and Paramount Digital Studios (fmr. Viacom Digital Studios).
- Developed data-driven strategies for audience & platforms.
- Designed dashboards and reporting for social metrics.
- Established KPIs and benchmarks and forecasted organic growth.
- Educated marketers & creatives on best practices, algorithm updates, and top-performing content.
Programming, Publishing & Distribution Strategies
Editorial Formats on YouTube
Advocated for platform first editorial formats to drive organic growth and engagement on Netflix YouTube.
Audience First Approach
Championed audience-first distribution approach to better engage niche audiences with editorial content they care about.
Gen Z Programming
Used data driven Insights to program beauty 7 fashion, DIY, comedy, and scripted formats for AwesomenessTV's YouTube channel.
Product Marketing
data.ai Launch Pad User Scripts
Wrote video scripts for user tutorials located within data.ai's Launch Pad. Tutorial videos presented industry and user persona specific problems and solutions for users who had activated a free premium trial. The tuturorial videos helped new users realize the value of the product more quickly during the free trial period and encourage premium subscriptions.
Product Announcements
Refined and refreshed GTM messaging for data.ai's proprietary mobile app taxonomy tool leveraging the product's blog and monthly newsletter to premium users.
Campaign Strategy & Execution
full campaign
Pro Black Club was a 2020 Civic Engagement and Mutual Aid campaign aiming to educate, empower, and give back to the black community during times of civic and politcal unrest.
Vote Pro Black: Education & Awareness
Pro Black Club distributed 500+ voter guides and garnered tens of thousands of impressions on shareable guides and infographics about the ballot, registration, the 2020 census voting safely during a pandemic, and supporting local polls. We also shared stories from the community.
Pro Black Joy: Wellness Intitiative
In partnership with Altagracia Alvarado, Pro Black Club shared wellness practices, provided guided journals and meditations to their social audience, and promoted black joy as an act of revolution during civic unrest.
Buy Black with Melanin Market LA
In partnership with Nothin But Blk Flea (fmr. Melanin Market Los Angeles) Pro Black Club had a monthly activation and used its instagram promote the market via organic content and paid media.
Merch for Mutual Aid & Awareness
Pro Black Club sold "Vote Pro Black" yard signs, t-shirts, and tote bags and donated proceeds toward tech enablement for black and brown students navigating distanced learning.