Joanna Santos Lopes is a student at Full Sail University pursuing a Bachelor's degree in Entertainment Business. She works as a freelance makeup artist and social media manager for several clients. The document outlines her background, skills, goals, and strategy for building her personal brand as a makeup artist and influencer through social media engagement and digital marketing.

1. PERSONAL BRAND EXPLORATION
Joanna Santos Lopes
Project & Portfolio I: Week 3
August 25th, 2019

2. Joanna Santos Lopes was born and raised in Lake Mary,
Florida and graduated from Lake Mary High School. At Lake
Mary, Joanna was the Head Photographer for the
Chrysomallus Yearbook and was credited for her photography
on Today.com. Joanna is also a self-taught makeup artist, she
runs an Instagram and Twitter solely dedicated to her makeup.
At Full Sail University, Joanna is pursuing a Bachelor of
Science in Entertainment Business and is expected to graduate
in the Fall of 2020. She is a cofounder of Meeraki, a production
studio run by five Full Sail students; she runs all the social
media platforms of Meeraki. Joanna is also Wafellow's personal
assistant and camerawoman and assists with running social
media for him as well. After graduation, Joanna plans to move to
Los Angeles and pursue a career as a makeup artist on social
media, hoping to live out the influencer dream.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Makeup Artist
• Social Media Manager
• Brand Manager
Girl Next Door Archetype:
Working to create a more inclusive
beauty community to bring people
together through their love of makeup,
creative artistry, and strong friendships.
Digital Marketing for Professional Rodeo Organizations

4. • DEMOGRAPHICS: 80% Female,
25-45 years old, Predominately
White, College Educated, Located on
the west coast of the United States.
• PSYCHOGRAPHICS: Enjoys
creativity and artistry through makeup,
using the face as a canvas for works of
art.
• IDEAL AUDIENCE MEMBERS:
Jeffree Star - Founder & CEO of
Jeffree Star Cosmetics & Claudia
“Norvina” Soare - President of
Anastasia Beverly Hills
Recruiters for the brands JSC, ABH, & Instagram
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Move to Los Angeles, California
‣Work as a freelance makeup artist in Los Angeles,
and shadowing film makeup artists in my spare time.
Mid Term: (2025)
• Support myself through my artistry
‣Use my artistry to grow my online presence and get
to a point where my artistry can support me
financially in LA.
Long Term: (2040)
• Live the influencer life
‣Use my artistry to bring joy to my audience every
day; go to events, meet fans, and live doing what I
love.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Manual Dexterity 95%
Arm-Hand Steadiness 85%
Speaking 70%
Active Listening 80%
SOFTHARD
Thinking Creatively 75%
Updating & Using Relevant Knowledge 65%
Communicating with Supervisors, Peers, or Subordinates 70%
Organizing, Planning, and Prioritizing Work 80%
SOFTHARD

7. I use my passion for social media and makeup
artistry to assist in the marketing of myself and
others, while also working as a freelance makeup
artist and being a full-time student.
PROMISE

8. CREDENTIALS
Work Experience:
• Social Media Manager - Wafellow 2019-Present
• Co-Founder of Meeraki - 2019-Present
• Freelance Makeup Artist - 2017-Present
Education:
• Entertainment Business, B.S., Full Sail University (Exp. 2020)
Leadership Roles:
• Head Photographer - Chrysomallus 2017-2018

9. COMPETITION
Haley Carlisle
Industry Experience:
• Student at Full Sail University
Education:
• Current student enrolled in Computer Animation, B.S. at Full
Sail University
Leadership Experience:
• No listed leadership experience
Skills and Proficiencies:
• Photography
• Animation
• Dance
Joanna Santos Lopes
Overall Online Presence:
• 200+ Instagram followers, no known Twitter, banner image
not yet customized, professional headshot, lack of details
throughout profile, inactive on social media, URL not yet
customized
• Grade: 35 out of 100
Industry Experience:
• Student at Full Sail University
Education:
• Current student enrolled in Entertainment Business, B.S. at
Full Sail University
Leadership Experience:
• Head Photographer for Chrysomallus 2017-2018
Skills and Proficiencies:
• Social Media
• Makeup Artistry
• Photography
Overall Online Presence:
• 800+ Instagram followers, 500+ Twitter followers, banner
image customized, professional headshot, active daily on
personal social media accounts, URL not yet customized
• Grade: 70 out of 100

10. COMPETITION
Marianthy Troupos Mendez
Industry Experience:
• 15+ years of experience in television and
event production
Education:
• Communications Media, B.S. at Indiana University of
Pennsylvania
• Entertainment Business, M.A. at Full Sail University
Noteworthy Experience:
• Entrepreneurship - Small business owner of Omarvelous
Productions LLC
• Technical Director - ESPN
Skills and Proficiencies:
• Video
• Television
• Camera
Joanna Santos Lopes
Overall Online Presence:
• 500+ connections, banner image customized, amateur
headshot, detailed profile summaries, two recommendations,
notable volunteer work, URL customized
• Grade: 85 out of 100
Industry Experience:
• Student at Full Sail University
Education:
• Current student enrolled in Entertainment Business, B.S. at
Full Sail University
Leadership Experience:
• Head Photographer for Chrysomallus 2017-2018
Skills and Proficiencies:
• Social Media
• Makeup Artistry
• Photography
Overall Online Presence:
• 800+ Instagram followers, 500+ Twitter followers, banner
image customized, professional headshot, active daily on
personal social media accounts
• Grade: Average, 70 out of 100

11. BRAND POSITION
Creating beautiful art, audience engagement, and a
lifelong relationship by doing makeup and promotion
online and being not only a partner, but a friend.
JOANNA “CAKEFACEQUEENJO” SANTOS LOPES
Joanna goes by the name
CakeFaceQueenJo as an online
name associated with her makeup.
Someone who is a “cake face” likes
to wear make up a lot.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• BeautyCon 2020
‣ Summer 2020 | Los Angeles, CA
• VidCon 2020
‣ Summer 2020 | Anaheim, CA
• Playlist Live 2020
‣ February 28-March 1 | Kissimmee, FL
Digital Marketing
• Primary Content: Posts about makeup and my personal photography,
as well as things relating to the production studio, Meeraki
• Primary Tools: Instagram & Twitter - promote my art and the
products/brands I use by tagging them on Instagram & Twitter
• Website: Full Sail digital portfolio site to showcase school work; use
blog to keep people up to date with my latest looks and projects

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 5 yrs of
experience in social media marketing.
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2020
Technical Skills
• Marketing Ethics - Lynda.com, Aug. 2019
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Learning Personal Branding- Lynda.com, Aug. 2019
• Communication Foundations- Lynda.com, Apr. 2019

14. Joanna Santos Lopes
You know how there are these big influencers
with assistants who post on all their social
medias? Well, what I do is I help my boss film
videos for his YouTube channel but I’m also taking pictures
and videos behind the scenes and posting to his social media to not only
get more personable with his audience, but to grow his audience as well.
I’ve worked with him for the past 8 months and he’s over doubled his
number of YouTube subscribers and his engagement on Instagram has
drastically increased.
“

15. REFERENCES
• About Anastasia Beverly Hills. Retrieved from
https://www.anastasiabeverlyhills.com/about-
us.html
• About. Retrieved from https://
jeffreestarcosmetics.com/pages/about-us
• Carlisle, H. (2019) Haley Carlisle LinkedIn
Profile. Retrieved from https://
www.linkedin.com/in/haley-
carlisle-71205918a/
• Santos Lopes, J. (2019) Joanna Santos Lopes
LinkedIn Profile. Retrieved from https://
www.linkedin.com/in/joanna-santos-
lopes-769661184/
• Summary Report for: 39-5091.00 - Makeup
Artists, Theatrical and Performance. Retrieved
from https://www.onetonline.org/link/
summary/39-5091.00
• Troupos Mendez, M. Marianthy Troupos
Mendez LinkedIn Profile. Retrieved from
https://www.linkedin.com/in/marianthy-
troupos