Social Media Manager
I ran my family's daycare Instagram for four years, posting twice daily and reaching about 10,000 people a week.
content · community · growth
Portfolio · 2026
Management & Marketing Student
Former rhythmic gymnast turned marketer, building trust between beauty and wellness brands and the people who love them.
A little sneak peek into
my life
my life
Hi, I'm Monique!
I'm a management and marketing student at Holy Family University, graduating in 2028. I was a professional rhythmic gymnast for most of my life, which is where my love for beauty and wellness comes from.
I got into marketing through my family's daycare, growing up around a small business and seeing how much trust and connection matter.
Now I'm focused on where I can bring that passion to a beauty or wellness brand.
Professional rhythmic gymnast
Kids' yoga instructor
Fluent in Russian
Dean's List
10K
People reached
every week
every week
2×
Posts a day,
plus Stories
plus Stories
4yrs
Running a brand's
Instagram end to end
Instagram end to end
3.75
GPA,
Dean's List
Dean's List
Three things I'm made of
What I Do
Beauty + Wellness Lover
My experience in rhythmic gymnastics and leading a kids' yoga program sparked my interest in confidence, wellness, and the brands behind them.
confidence · self-care · brand
Consumer Researcher
I study how brands connect with shoppers online, from my TikTok Shop research to my La Mer vs. Lancôme analysis.
insights · analytics · social commerce
Experience
Where trust and connection became my craft
Four years inside a small business taught me what brand loyalty really looks like: showing up every day, answering every message, and earning a family's trust.
MAR 2022 – AUG 2026
Social Media Manager (Instagram)
Enchanted Child Development Center · Philadelphia, PA
- Managed the center's Instagram end to end, posting twice daily plus Stories and reaching approximately 10,000 people per week.
- Created content to keep parents informed and attract new families, including updates, announcements, and event highlights.
- Engaged daily with the local parent community through comments and messages, building trust and strengthening the center's online presence.
MAR 2022 – PRESENT
Daycare Worker
Enchanted Child Development Center · Philadelphia, PA
- Support daily classroom operations for up to 50 children alongside a team of four teachers, caring for both typically developing and special needs children.
- Process tuition payments and daily transactions, keeping the business's financial records accurate and organized.
- Serve as a primary point of contact between staff and families, building and maintaining parent trust.
- Independently plan and lead a recurring kids' yoga wellness program as a volunteer instructor.
- Provide independent babysitting services, coordinating schedules and care plans directly with client families.
Projects
Selected Work
Class presentation · Fall 2025 · #TikTokMadeMeBuyIt
TikTok Shop: generating profit with every view
TikTok Shop launched in the U.S. in September 2023 and turned TikTok from a content platform into a place to shop. Viewers can buy the product they see in a video, linked right in the post, without ever leaving the app.
For my management and marketing coursework I broke down how the shop works, how fast it is growing, how it stacks up against Amazon and Instagram Shopping, and what it means for the future of marketing. Then I presented it to my class.
Social commerceMarket researchCompetitive analysisCreator economyPresentation
TikTok ShopMarketing Analysis
HFU · Fall 2025
HFU · Fall 2025
U.S. launchSep 2023
U.S. sales, Q4 2024$4.4B
YoY transactions+200%
ByteDance rev. 2024~$110B
Creator commission20–30%
Product catalog15M+
Avg. order value$30–50
Core shoppersGen Z + Millennial
InsightContent sells
thank you for shopping ♡
How it works
Three ways TikTok turns a scroll into a sale
Shoppable videos
The product is linked inside the video, so a viewer can buy it the moment they want it.
Live shopping events
Creators sell in real time, and they earn 20 to 30% affiliate commissions on what they move.
The Shop tab
A storefront built into the app, with more than 15 million products a tap away.
The big idea
A shorter path from wanting to buying
Traditional
- See an ad
- Search for it
- Visit the site
- Compare
- Check out
TikTok Shop
- Watch a video
- Tap the product
- Buy in the app
Fewer steps means less friction, which is exactly where TikTok Shop finds its growth.
The competition
Up against Amazon and Instagram Shopping
Traditional retail and advertising keep content and the checkout apart. TikTok Shop folds them together, and its fast sales growth points to a wider shift toward shopping that feels like entertainment: instant, engaging, and convenient.
Where it's heading
The future of content-commerce
- Entertainment-driven shopping becomes the norm.
- Influencers act as direct sales channels, not just awareness.
- AI personalization makes buying feel seamless and almost invisible.
- Shorter customer journeys lead to higher conversion rates.
Meet customers on the platforms they already love, take the friction out of buying, and growth follows.
Brand social analysis · October 2026
La MervsLancôme
How two luxury beauty brands use social media, measured with the metrics available from public sources.
Estée Lauder Companies
L'Oréal
Instagram followersLancôme figure is a third-party estimate
La MerMetricLancôme
~1.2%Median Reel views of about 14.9K across the 8 latest Reels, as a share of followers
Engagement
1.8–2.1%Estimated engagement rate, rated "average" for similar accounts [1]
~10 commentsPer post, estimated. The account hides its like counts.
Avg. likes & comments
2.0–2.2K likesAnd 77–96 comments per post, estimated [1]
4× engagementUK Pinterest sampling campaign beat its benchmark, and doubled website reviews [2]
Standout result
+17% shareMarket share gain after shifting to social search in China, per a brand case study [3]
Key takeaways
01
Lancôme: big reach, average engagement
A very large direct audience. The opportunity is turning that reach into saves, shares, and comments.
02
La Mer: experiences over follower count
Its results come from influencers, immersive retail, and always-on content, so it should be judged campaign by campaign.
03
Shared playbook: search and creators
Both invest in social search and creators in China. That approach could be tested with younger U.S. shoppers.
Sources
- HypeAuditor: Lancôme Official Instagram analysis
- Pinterest Business: La Mer explores the beauty of full-funnel solutions
- WARC: Lancôme uses search across the whole chain of communication
- Glossy: Lancôme is making moves to become every bride's go-to glam
- Luxury Daily: Traackr's State of Influence in Skincare, H1 2018
- The Drum: La Mer's Wonder Express holiday activation in China
- Helios & Partners: La Mer, building always-on social power in travel retail
Education & Skills
The Toolkit
Holy Family University · Philadelphia, PA
B.A. in Management / Marketing
Expected graduation: May 2028Honors: Dean's List
3.75 out of 4.0Consistent Dean's List honors while working at the center and running its Instagram.
Relevant coursework
Principles of MarketingConsumer BehaviorDigital MarketingMarketing ResearchBusiness StatisticsPrinciples of Management
Skills
What I bring
Analytics & software
Google AnalyticsGA4 certified
ExcelData & reporting
SQLQuerying data
Microsoft OfficeWord, PowerPoint
CanvaDesign & content
AI tools
ChatGPTDrafting & ideation
ClaudeWriting & research
GeminiBrainstorming
PerplexitySourced research
Marketing
Consumer engagementConsumer insightsMarketing analyticsSocial mediaContent planningSocial commerce
Languages
English · nativeRussian · fluent
Certifications
Google Analytics (GA4)Certification
Foundations of Digital Marketing and E-commerceGoogle, via Coursera · 2026
Let's connect
Let's work together
I'm looking for summer marketing internships with beauty and wellness brands. I'd love to hear from you.
moniquekestel@gmail.com
