Herman Miller.
Herman Miller is a global premium furniture brand focused on design, ergonomics, quality, and sustainability.
What was my role?
As Herman Miller’s Senior Social Media Specialist, I collaborated closely with cross-functional teams to develop and execute content strategies across Instagram, Facebook, X, LinkedIn, Pinterest, and YouTube.
My focus areas included retail initiatives, public events, product launches, and overall brand awareness, encompassing brand culture, history, and corporate social responsibility.
Additionally, I coordinated global social media strategies and content creation with international counterparts, ensuring consistency and alignment across the brand’s worldwide presence.
Retail Marketing.
Challenge:
As Social Media Lead for Herman Miller’s retail business, I was tasked with driving direct online sales through the company’s website. The primary audience consisted of individuals furnishing home or office spaces, and the goal was to create campaigns that effectively promoted products and sales throughout the year.
My Strategic Approach:
I collaborated closely with the retail marketing team to develop targeted social media campaigns across platforms, ensuring messaging, visuals, and timing aligned with seasonal promotions and product launches. When the pandemic shifted consumer priorities, I helped lead the strategic pivot to focus on work-from-home solutions, adjusting content and campaigns to meet evolving needs.
Results:
This pivot resulted in 300% year-over-year growth within the first three months, demonstrating the impact of a timely, audience-focused social media strategy on direct sales and brand engagement.
Campaign Highlight: Holiday 2019
Event Marketing.
Before the pandemic, Herman Miller regularly hosted events at its flagship store in New York City. I collaborated remotely with the New York team to develop and execute social media campaigns that promoted these events and drove in-store traffic.
In addition to flagship events, I served as Social Media Lead for the company’s largest annual industry events, including Palm Springs Modernism Week, Milan Design Week, and Chicago NeoCon. In this role, I partnered with cross-functional teams to develop social media strategies, plan content calendars, support content creation, and manage the execution of posts across all Herman Miller channels..
Campaign Highlight: Modernism Week
Company History.
As a company with a 100+-year history, Herman Miller’s archives are a vital asset for building brand awareness and loyalty. I collaborated closely with the archives team to incorporate historic content into every social media campaign, using the brand’s rich legacy to foster audience trust—both in the company and the quality of its products.
Campaign Highlight: Alexander Girard
Corporate Social Responsibility.
The area of the business I was most passionate about was corporate social responsibility (CSR). I led social media campaigns focused on Pride, Sustainability, Inclusiveness, and Diversity, developing content that reflected the company’s values and resonated with diverse audiences.
Through my involvement in Herman Miller’s employee volunteer and extracurricular groups, I gained broader perspectives that informed an ongoing, inclusive messaging strategy across our social channels. Leading these campaigns also provided valuable experience in influencer collaborations and strategic brand partnerships, further amplifying the reach and impact of our CSR initiatives.
Campaign Highlight: Lichen NYC
Product Launches.
Creating social media campaigns for a product launch allowed me to demonstrate the strategic value of social media within broader marketing initiatives. I collaborated closely with product launch leads and product managers to integrate social media into the planning process from the outset, including budgets for paid advertising and platform-optimized content.
Through these efforts, I successfully supported multiple product launches, driving direct web traffic and measurable sales while ensuring social media played a central role in each launch’s overall success.