RealSelf

RealSelf is the go-to destination to research cosmetic treatments and connect with doctors. Millions of people count on RealSelf to find unbiased information, real patient reviews, before and after photos, treatment costs and ratings, and Verified doctors. From medical-grade skin care, to emerging noninvasive technologies, or highly-considered cosmetic surgeries, the Yelp-like community makes it easy to get the trusted insights you need to make smart, confident beauty decisions.

In less than a year as the Consumer Marketing Project Manager at RealSelf, I got to plan/produce three* traveling pop-up events under the House of Modern Beauty event series, manage the launch of Virtual Consultations, own the relationship between our third-party web dev including all campaign landing page builds and blog optimizations, facilitate the launch of Most Worth It Awards 2020 and our RealSelf Network of Verified doctors, establish a new creative and campaign management process, and roll-out refreshes to our ambassadors program, email program, and brand.

House of Modern Beauty

House of Modern Beauty is a limited-edition pop-up event series that invites guests to explore the world of medical aesthetics through cosmetic treatment demonstrations and experiences, visual installations, and dynamic panel discussions led by media, influencers, and entrepreneurs. This immersive event makes medical aesthetics more accessible while also giving consumers an opportunity to ask questions without commitment or obligation. Guests are invited to discover the world of RealSelf and celebrate the modern beauty movement. The House has traveled to SXSW-Austin, Seattle, and New York.

I managed RealSelf’s largest and most-successful consumer marketing events while keeping other consumer marketing campaigns organized. This included leading/managing the creative ideation/production/delivery for our brand and 10+ sponsor brands, landing page site-build and corresponding marketing promotion, fabrication sourcing, vendor coordination, on-site coordination, run of show, consumer flow, FAQs, and staff training.

Stats:

This event series generated 150M earned media impressions, delivered 1,500 treatments, and created engagement with 300+ doctors.

Purpose:

• Increase brand awareness and affinity with consumers, brands, and doctors

• Generate revenue through brand partnerships

• Encourage consumers to join our community

• Test new monetization opportunities with consumers, brands, and doctors

Personal Skills & Contributions: Led all production elements including promotional marketing and event planning/execution, from setup to strike

Virtual Consultations 

In response to COVID-19, RealSelf expedited the launch of a new virtual consultation feature that allows consumers to easily find and schedule appointments with doctors offering online consultations, making it easy for community members to find, contact and meet with a doctor—all from the privacy of their own home. More than 1,000 doctors are already using the technology. As we adjust to a new normal, RealSelf will continue to test new tools and features that will improve experiences for consumers and doctors far into the future.

I kept the campaign organized, including: creative ideation/production, landing page site build, marketing promotion, and press communications.

Personal Skills & Contributions: Management of asset creation and campaign execution, from planning to launch

RealSelf News

In 2019, the RealSelf blog adopted a newsroom-style editorial approach under Carolyn Hsu’s content leadership, releasing the latest news, trends, and updates in the aesthetics and cosmetic surgery world, from RealSelf beauty writers and industry experts.

I held the team accountable to all blog optimizations, including new feature releases and bug fixes, working across teams (Consumer, Content, Product Marketing, and Engineering) and our third-party web dev vendor to drive traffic and conversion growth.

Personal Skills & Contributions: Project and vendor management 

Most Worth It Awards

The 2020 Most Worth It Ranking is a comprehensive list of the top-rated cosmetic procedures. The ranking reveals the Most Worth It procedures of the year as determined by Worth It Ratings from real patients on RealSelf. The RealSelf Worth It Rating is a proprietary consumer satisfaction score based on reviews from consumers on RealSelf who, after undergoing a treatment, rated it as "Worth It" or "Not Worth It." Of the 600+ aesthetic procedures featured on RealSelf, a total of 15 nonsurgical and 37 surgical procedures earned the Most Worth It designation for 2020.

I kept the campaign organized, including: creative ideation/production, landing page site build, marketing promotion, and press communications.

Personal Skills & Contributions: Management of asset creation and campaign execution, from planning to launch

RealSelf Network of Verified Doctors

RealSelf Verified is a first-of-its-kind program that transforms and modernizes the process of choosing a plastic surgeon or aesthetic provider. RealSelf Verified addresses the most important challenges and concerns as reported by consumers, bringing peace of mind, transparency and convenience to a previously confusing process. Site visitors see the RealSelf Verified badge featured on the profile pages of 600+ doctors and aesthetic providers who applied for and were accepted into the program. The badge indicates that a doctor or aesthetic provider has met eligibility requirements, including: proper medical licensing, high patient satisfaction, responsive service, and a commitment to transparency. 

I managed the consumer launch, including: creative production of site merchandising placements, site-wide updates, and marketing promotion.

Personal Skills & Contributions: Management of asset creation and campaign execution

*What would have been the third event I produced for RealSelf’s House of Modern Beauty, was going to take place at SXSW 2020, but was canceled due to COVID-19 for the health and safety of employees, partners, and guests.