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Digital Marketing Management · Case Study
Scaling a founder-led brand into a movement.
Leading digital marketing, brand direction, and community strategy for Girls Trip Society, a fast-growing networking, wellness, and travel community for ambitious women. Across four products, one voice, one movement.
The Brand
More than a networking group, but a destination.
Founded by Devin Wilmott Johnson, Girls Trip Society curates unforgettable escapes that fuse connection, culture, and celebration. From vibrant pop-up events to intentional retreats, global adventures, a launching community app, and The Takeoff Podcast. It's built for every ambitious woman on the move.
Featured in KXAN, ABC27, Urban Magazine, and 8News, the brand is scaling fast. It's not a page. It's a place ambitious women want to belong to.
Where I Came In
The vision was set. The digital foundation had to be built to match it.
Devin had built something people wanted. The audience, the events, and the media coverage were already there. What the brand needed was the digital infrastructure to scale into a full movement across every product.
01
Brand pillars
A clear, consistent voice across events, the app, the podcast, and travel, so every product feels like part of one movement.
02
Content systems
A repeatable digital rhythm to sustain multiple launches at once without any of them getting lost.
03
Community funnels
Structured pathways to turn scrollers into event attendees, attendees into app members, and members into repeat community.
What I Lead
Digital Marketing Manager for a multi-product community brand.
I lead digital marketing across the entire Girls Trip Society ecosystem. Three roles working in concert.
✓
Senior Social Media Strategist . Content strategy, platform direction, and growth across events, the community app, the podcast, and the travel program.
✓
Brand Marketing Director . Brand voice, messaging, and creative direction so every product feels part of one movement.
✓
Community Manager . The day-to-day relationship with the audience, from DMs and comments to app engagement and event follow-through.
✓
Campaign and launch lead . End-to-end campaign and launch leadership across every major initiative the brand releases.
How I Think About It
Community isn't a marketing channel. It's the whole product.
Girls Trip Society isn't a brand that has a community. It is one. That reframes every decision.
01
One voice, four products
Events, the community app, the podcast, and travel all need to feel unmistakably Girls Trip Society. Consistency isn't restrictive. It's what turns four launches into one movement.
02
Every touchpoint invites, not sells
In a founder-led community, people don't buy campaigns. They join movements. Content is built to make women feel seen first, and to invite them into something bigger second.
03
Systems that sustain scale
Multiple products launching simultaneously requires infrastructure. Content calendars, campaign frameworks, community protocols. The goal is a brand that keeps growing without losing its intimacy.
The Scope
Four products. One movement.
Signature Experiences
Campaigns that move the culture.
02
Community App
Leading the pre-launch digital rollout. Building anticipation through tease campaigns, waitlist growth, and pre-launch community strategy. Turning a not-yet-shipped product into one people are asking to be added to.
03
The Takeoff Podcast
Rolling out Season 1 across social, YouTube, and community. Talent lineup announcements, episode marketing, and clip strategy for a podcast built around ambitious women.
04
Now Boarding: Travel
Marketing the travel calendar and 2027 international expansion, including the destination interest campaign inviting the community to help build the calendar.
The Impact
Leading the digital arm of a movement in motion.
0k
Followers grown
across Instagram + TikTok
0%
Engagement rate
monthly average
0
Event campaign leads
Bali · Girls Night Out · Miami
0k
Combined monthly reach
IG + TikTok + YouTube
Brand partnerships led
B. Simone Beauty (Pop the Pitch $10K), and more.
Press coverage led or supported
KXAN, ABC27, Urban Magazine, 8News.
"
. Devin Wilmott Johnson, Founder, Girls Trip Society
How the Community Grows
From scroller to sister.
Stage 01
Discovery
Reels, carousels, and press coverage introduce ambitious women to the Girls Trip Society movement.
›
Stage 02
Invitation
DMs, comment keywords (TRAVEL, COMMUNITY, RESET), and lead magnets turn interest into a real conversation.
›
Stage 03
Experience
An event, a podcast episode, or the app itself gives new members a first taste of the community.
›
Stage 04
Belonging
They stay, as app members, event regulars, and part of the tribe. That's when marketing becomes retention.
The Takeaway
Founder brands don't scale on posts. They scale on infrastructure.
Devin built the vision. My role is to build the digital movement around it. The strategy, the systems, and the community engine that keep Girls Trip Society growing across every product it launches.
