HI, I’M KASSALA  HOLDSCLAW

(Which is pronounced Kah-Sah-Lah) ABOUT

Selects
OTHER HALF BREWING  
Head of Content & Social Currently lead content and social strategy for Other Half Brewing, ensuring cohesive storytelling across locations and platforms to elevate brand presence and strengthen community.

The approach prioritized narrative momentum over one-off moments — turning releases, events, and taproom activity into an ongoing story rather than isolated announcements.

Notable Campaign — 11th Anniversary: Led cross-functional collaboration with internal teams and partner breweries to launch 1–2 new beers daily over three weeks, alongside exclusive online shipping cases.Notable Results:
  • 130.9% overall reach growth year-over-year
  • 1M+ Instagram views (+107%) and 23.4K+ interactions (+107%)
  • 653K+ Facebook views (+1257%) and 2.3K+ interactions (+757%)

This quality-driven, multichannel campaign boosted engagement, e-commerce sales, and brand loyalty.
JULIET  WINE
Head of Content and SocialI built the brand’s voice and content strategy from the ground up, shaping a cohesive digital presence across social, email, and web. Through organic storytelling and community-led engagement, I grew the brand’s audience and established consistent momentum across platforms. I led integrated campaigns and managed creator partnerships to support brand awareness, traffic, and conversion, while overseeing content planning, copywriting, creative direction, and performance analysis.Notable Results:
  • Achieved +2,500% Instagram audience growth organically
  • Drove +20% increase in brand awareness through integrated social and email
  • Increased site traffic by +15% via performance-led content strategy
  • Led creator and influencer campaigns, resulting in +26% conversion lift
  • Expanded audience reach by +30% through community and partnerships
CARAWAY MOTHER’S DAY CASE STUDY
Content & Production StrategyFor Caraway’s Mother’s Day campaign, I developed and led a creative strategy that showcased products in authentic kitchen settings through photography and GIFs. I managed production timelines for smooth execution and curated user-generated content to enhance relatability and deepen audience connection. This approach aimed to boost brand awareness, engage consumers personally, and drive sales during the special occasion.
LAVAZZA ORGANIC COLD PRE LAUNCH
Influencer strategy and managementTo build brand awareness for Lavazza’s Ready-to-Drink Organic Cold Brew, developed and executed a TikTok-first influencer campaign anchored by the hashtag #sipintoorganic. Activating 30 creators across five content genres over eight weeks, with an initial launch phase designed to accelerate early momentum.

Within the first 16 days, just 10 creators generated significant traction, contributing to strong early performance that surpassed campaign benchmarks.
Notable Results:
  • 4.5M+ video views
  • 50K+ engagements
  • 3.4M reach
  • 20.4M hashtag views, exceeding 
    campaign goals
KIN EUPHORICS PAID SOCIAL
Paid media asset development, copy writingDeveloped content direction, and paid 
media assets for Kin Euphoric’s Dry January campaign, positioning the brand as a premium non-alcoholic option through performance-driven creative optimized for paid social.
ABOUT

Brand-first social media strategist inspired by shifting spaces and the communities that form within them. At the intersection of art, culture, and design, I build social worlds rooted in story, connection, and longevity. With 6+ years of experience, I lead content and creator strategies that prioritize community-building and cultural resonance across lifestyle, beauty, beverage, and retail.



 
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