Rachel Chen
Q What do you do?
“I am a creative digital strategist that specializes in go-to-market strategy — ”
from brand value proposition research to brand-world-creation to content & social media strategy to launch & post-launch growth strategy.
I've helped both content creators and brands such as Refinery29 and Vice, grow their consumer base by reaching and appealing to new and existing audiences. I specialize in enhancing brand value proposition and storytelling in B2C, tech, digital, and start-ups. I'm passionate about leveraging insights to create brands that drive deep emotional connections with their target market.
Q What steps did you take to get to where you are now?
Lots and lots of experiments! I've always had an entrepreneurship view in all my experiences - finding joy in experimenting and learning along the way.
Q How do you stand out in your field?
My unique method of combining data-driven insights with creative storytelling. This allowed me to invent tailored brand engagement methods that create new worlds of brand success. Because of this unique method, I like to say I'm a creative scientist :) It's truly the mix of data-driven insights & creativity.
My effective brand engagement methods are evident in growth data – converting clicks into loyal consumers that drive the brand’s engagement and revenue. For example managing 11 sub-brands for Refinery29, each with its own audience profile and content strategy requirements. Key accomplishments include driving revenue growth of 700% Y/Y and directing successful new video series (e.g., "Sweet Digs", "Hair Me Out") which has driven over a 1,100% increase in views. The unique take of mixing data-driven insights to guide creative storytelling has been the key to the growth strategies I've implemented.
Q What are you working on right now?
An interior design mobile game!
Q What’s your style?
Retro-futurism - I love bringing the mix of the past with where we can imagine heading into the future. A project that I didn't personally work on but love is somewheregood.com, they did an amazing job.
Q Out of all your slashies, which one do you wish you could do more often?
I want to focus on world-creating more specifically for brands that want to bring communities together.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Copywriting - there's so much power in words and I would hire someone that can translate my vision into the right words.
Q What do you wish you could have told yourself, when, and why?
There's no such thing as perfection, so just have fun in the process of creating and learning.
Q If you could talk to an expert to gain more insight on something, what would it be about?
3D & motion art is what I'm very interested in learning more about!
Q What kind of opportunities/projects are you looking for?
Community building and advisory work for brands.
Q Describe your ideal job/client/collaboration.
I love businesses that are trying to connect communities, share cultural stories and spread good (good in creativity, positivity, and joy). Those are the type of collaboration that speaks to me, a sense of entrepreneurship to help shape their brand in telling their story visually and strategically.
Q How should someone approach you about working together?
I'm not actively looking for work but would love to hear about fun collaborations, so let me know what the business is about & what you need help with.
Q Who is a creative you admire?
@annika.izora, @punodostres, @jezzchung, @k8sabz, KaitiYoo
Q Oh! and… how do you stay creative?
Follow where curiosity goes and be with nature more.
This member profile was originally published in April 2022.