Social Media Marketing Manager
I joined Banana Republic in 2020 and quickly assessed ways to simplify workflows. I set up the tool Airtable, which established a transparent system for internal and cross functional partners to refer to as all eyes were on Social.
I managed a talented Associate Social Media Manager and a Community Manager. We had a 24/7 always on cadence since our audience constantly viewed our Brand for our Voice.
We had resources to work with multiple agencies and influencers each month. I would brief in roughly 30-50 pieces of content each month to support our initiatives on and off our handles. We worked closely with our Paid team to boost top performing UGC and Creative.
I launched Banana Republic’s TikTok account which focused on styling and product videos.
Social Reach and Engagement aided our many campaigns, new releases, and brand/cultural moments.
Company
Banana Republic
Employment
Jun 2020 - Sept 2021
BR Standard was a new line that’s packed with effortless, elevated essentials designed to make getting dressed a simple pleasure for men and women. My team would support leading into the launch, during with sustain posts, and afterwards with community posts. We worked closely with Paid and PR teams as well as our influencer agencies to continue to make a lasting impression.
Banana Republic’s True Hues capsule is an inclusive range of nude necessities proudly designed for every skin tone.
As part of Banana Republic’s ongoing efforts to support emerging designers and highlight creatives worldwide, we worked with up and coming designer, Prep Curry. His capsule collection, created in collaboration with Harlem’s Fashion Row, celebrated African American design and helped the collection sell out within days of launch.
After the passing of Justice Ruth Bader Ginsburg Banana Republic announced that it would re-release its "Dissent Collar," in limited quantities renamed as the "Notorious Necklace." 100% of the purchase price ($98) through Dec. 31, 2020 will go to the International Center for Research on Women (ICRW).
Banana Republic went back to its roots with its new brand identity near the end of my time with the company. Glad to see their success continue!
“We hired Tien because we wanted an arena expert, someone who has platform fluency so that the brand could expand across multiple social mediums. Within a few months of joining, Tien successfully launched us on TikTok and also integrated the social pillar onto AirTable (relational DB, allowing us to to better sync with site and email messaging).
These are not easy feats in a large, matrix organization with multiple stakeholders that request/require constant social media education. Tien is adept at managing upwards, across, and to his team.
Within a culture where his predecessors complained of posting after hours, “being on” on the weekend, etc. I enormously appreciated that Tien stayed ahead of the trending conversations on social. On a medium where we actively have to manage downside risk, I could rely on Tien to move quickly and when we needed. With social, timing and platform is everything, and he understands the importance of both.
Tien got to cultivate his leadership and process skills too. He quickly and astutely cut out unnecessary steps and manual intervention in our content calendar planning process, this ensured fewer human mistakes on a high scrutiny channel. I consider Tien a “renaissance” marketer, able to jump in on a multitude of fronts to ensure seamless execution.
Lastly he’s also just a cool person and a good human. I’ll never be able to snowboard as well as him, and definitely won’t be able to blaze down a mountain at 60+ mph with a 360 degree camera in hand too. Social is one of the roles you need to live and breathe, and you can check out how he does so on IG. He’s humble so I’ll brag for him - he’s a creator to boot!”
- Jennifer Hong, Head of Brand Comms, Marketing
