Trust is built through relationships. Relationships outperform budgets.
Creative Director · Bellami Hair · 2019–2022At Bellami Hair, I helped build an influencer ecosystem with virtually no paid budget — relying on authentic relationships and product seeding to create creator content that consistently drove sales. It's the clearest proof I have that trust converts better than ad spend.
Already a category leader — but growth meant reaching people paid ads couldn't.
Bellami was already a category leader in hair extensions, but needed to expand beyond traditional extension customers, diversify creator representation, launch new product categories, and build deeper connections with both consumers and professional stylists.
Product launches directed from concept through creator rollout.
Amrezy Hot Tools Collection
Creative direction, product launch strategy, campaign production, influencer partnership execution, and content rollout.
Tokyo Stylez Wig Collection
Campaign strategy, launch creative, influencer partnership execution, and product positioning for a human & synthetic wig line.
Kristen Hancher Collection
Influencer partnership management, campaign creative, and product launch execution.
Silk Seam™ Launch
Product launch strategy, creative direction, educational content, and event activation — including the Silk Seam™ Yacht Experience.
Bellami Masterclass
Creative leadership, content strategy, educational programming, and marketing support for stylist certification.
Zachary Mesquit Ice Blonde Clip-Ins
Creative direction, influencer campaign, product launch, and content production.
Built and managed a diverse network of creators to authentically represent the brand.
200–300 influencers managed · 140+ creators recruited · ongoing UGC and content creation · long-term partnerships · authentic brand advocacy.
Creator content, product photography, and the education that supported it.
Trust compounded into an ecosystem — then it all came together.
See how these lessons became one integrated system at Next Digital Production.