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The Objective:
To support IGK’s key retailer, SalonCentric, and reinforce our commitment to educating professional hairstylists, I partnered closely with our Trade Marketing team to lead the production of 25+ educational product videos. Each video was strategically developed to spotlight an individual SKU, emphasizing key benefits, product USPs, and usage education tailored to the needs of salon professionals. This initiative not only amplified retailer support but also strengthened brand positioning within the professional channel by delivering content that directly served our core audience.

My Role: End-to-End Video Production Lead
I managed the entire video production process for 25+ educational videos from concept through delivery, ensuring alignment with brand and trade marketing objectives. Key responsibilities included:
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Pre-Production: Led project planning, briefed cross-functional teams, managed timelines, sourced talent, and developed detailed storyboards for each SKU.
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Scriptwriting: Wrote all scripts to reflect brand voice, highlight key product benefits, and educate professional stylists.
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On-Set Direction: Directed talent and oversaw production to ensure high-quality, on-brand content capture.
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Post-Production: Delivered clear, actionable feedback to editors; guided on-screen copy and graphic treatments; coordinated asset finalization and media file delivery for retailer use.
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