Gain some insight into my personal brand.

1. Personal Brand Exploration
Kalyn McMillan
Project & Portfolio I: Week 3
May 24, 2019

2. With a deep passion for the beauty industry, has worked in
sales as a makeup artist, lash extension technician and
skincare specialist for the last five years. This job has taught
her to specialize in communicating with and forming
connections to customers in order to close sales and reach
goals. Along with educating customers, she uniquely involves
aspects of storytelling to be able to appeal to their wants and
needs, which is another passion of hers. Kalyn takes pride in
being able to creatively integrate storytelling into her work,
as it allows people to think about things differently when
making decisions. Ultimately, Kalyn just loves to help and
network with people- whether it’s making them look and feel
beautiful, listening to their stories and discovering their
identity, or integrating stories into her work to form
emotional connections.
Identity

3. Profession
Potential Job Titles:
• Search Marketing Strategist
• Marketing Manager
• Online Merchant Management
Magician Archetype - integrating
storytelling into successful
marketing campaigns that fulfill
customers’ emotions and desires to
inspire them to develop new ways
of thinking and even improve their
lives.
Digital Marketing for High-End Beauty Brands

4. • DEMOGRAPHICS: Mostly Female,
35-45 years old, Predominately
White, Married, College Educated,
Located in America and Europe
• PSYCHOGRAPHICS: Passion for
beauty and skincare, avid
networkers, like to keep up with
trends, results-driven, enjoy high
quality products and services
• IDEAL AUDIENCE MEMBERS:
Benjamin Simpson, Senior VP of
Marketing at Babor
• Leigh Garrison, VP of Digital
Marketing & Consumer Analytics at
Estee Lauder
Recruiters & Hiring Managers at Babor Cosmetics & Estee Lauder
Target Audience

5. Goals
Short Term: (Immediately After Graduation, 2021)
• Entry-level digital marketing job at Estee Lauder
‣ Establish communication and connect with
recruiters or hiring managers at Estee Lauder
via e-mail by December 31, 2020.
Mid Term: (2026)
• Create and execute successful online marketing
campaigns for the launch of new beauty products and
for promotional material for Babor or Estee Lauder.
‣ Expand social media interaction by 20% by
December 2026.
Long Term: (2041)
• Develop and run a successful online beauty boutique.
‣ Establish 2 business partnerships, save $50,000
and have a solid product lineup ready to launch
by December 31, 2041.

6. Skills Analysis
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 70%
Adobe Creative Suite 50%
Time Management 65%
Professional Writing 75%
SOFTHARD
CRM Software 10%
Data Management Software 10%
Professional Writing 75%
Speaking 60%
SOFTHARD

7. I help increase social media presence and
generate revenue by creating and executing
successful digital marketing campaigns for
beauty brands.
Promise

8. Credentials
Work Experience:
• 5 years in beauty sales at Mario Tricoci
Education:
• Esthetics License, Cosmetology and Spa
Academy
• Digital Marketing BS, Full Sail University (2021 Graduation)
Awards:
• Course Director Award in Storytelling at
FSU

9. Competition
Jose G
Industry Experience:
• Over 6 years working in social media
marketing, helping businesses
generate leads, clients and increase
revenue
Education:
• Communication and Media Studies, B.A.
Noteworthy Experience:
• Worked for State of Illinois to create an SEO
framework that outranked the competition with the
Illinois Student Assistance Commission
Skills and Proficiencies:
• Marketing - 84 endorsements
• Social Media - 83 endorsements
• Online Advertising - 73 endorsements
Kalyn McMillan
Overall Online Presence:
• 500+ connections, banner image not customized,
somewhat blurry headshot, doesn’t have full last name
on profile, lots of endorsements and detail about
experience and skills,
• Grade: Good, 80 out of 100
Industry Experience:
• 5 years beauty sales experience
Education:
• Current student enrolled in Digital Marketing B.S. at
Full Sail University
Skills and Proficiencies:
• Microsoft Excel - 1 endorsement
• Microsoft Word - 1 endorsement
• PowerPoint - 1 endorsement
Overall Online Presence:
• 9 connections, unprofessional headshot, banner not
customized, not enough detailed information other
than work experience
• Grade: Average, 30 out of 100
Awards:
• Course Director Award in Storytelling Course at FSU

10. Brand Position
Finding and defining what makes you, you by
discovering your inner beauty, ideas and
aspirations.
KALYN MCMILLAN

11. Networking & Marketing
Industry Events & Organizations
• 2020 B2B Online
‣ April 20-22 Chicago, IL
• Internet Marketing Association
‣ Start with free membership and get involved
• Social Media Bootcamp
‣ August 24, 2019 Chicago, IL
Digital Marketing
• Primary Content: Blog posts about the beauty industry, new
products and trends, interesting marketing strategies and
campaigns, pictures that represent personal brand
• Primary Tools: Facebook to share articles and blog posts,
Instagram to share photos and develop brand identity,
LinkedIn to connect and network with industry peers
• Website: Full Sail digital portfolio site to post school projects
and use for regular blog posting

12. Professional Development
Mentor
• Seeking senior-level digital marketing manager
with at least 15-20 years of experience in the
beauty industry
Formal Education
• Esthetics License from the Cosmetology and Spa
Academy, 2014
• BS in Digital Marketing at Full Sail University,
2018-2021
Technical Skills
• Complete all CRM Courses - Lynda.com Dec. 2019
• SEO For e-Commerce - Lynda.com, June 2019
• Marketing on Instagram - Lynda.com, July 2019
Soft Skills
• Networking - Lynda.com, Jan. 2020
• Writing with Impact- Lynda.com, Oct. 2019
• Writing Formal Business Letters & Emails -
Lynda.com, Feb. 2020

13. Kalyn McMillan
You know how everyone has a story to tell?
Well what I do is discover the inner beauty, or
“why” of people and brands to create a story that their
audience can connect with. This gives them a voice and identity that we
can successfully use to market products and/or services and increase
revenue. In fact, by posting more consistently on my professional
Instagram, I increased my client base by 15% in a month.
“

14. REFERENCES
11-2021.00 - Marketing Managers. (n.d.). Retrieved from https://www.onetonline.org/
link/summary/11-2021.00
13-1199.06 - Online Merchants. (2019). Retrieved from https://www.onetonline.org/
link/summary/13-1199.06
15-1199.10 - Search Marketing Strategists. (n.d.). Retrieved from https://
www.onetonline.org/link/summary/15-1199.10
Alexander, A. (2018, September 07). Marketing on Instagram. Retrieved from
https://www.lynda.com/Instagram-tutorials/Marketing-Instagram/740415-2.html?
srchtrk=index%3a36%0alinktypeid%3a2%0aq%3adigital+marketing%0apage%3a1%0
as%3arelevance%0asa%3atrue%0aproducttypeid%3a2
Benjamin Simpson. (n.d.). Retrieved from https://www.linkedin.com/in/benjamin-
simpson-6b20548/
Courter, G. V. (2016, September 27). Microsoft Dynamics CRM Essential Training.
Retrieved from https://www.lynda.com/Dynamics-CRM-tutorials/Microsoft-
Dynamics-CRM-Essential-Training/504065-2.html?
srchtrk=index%3a2%0alinktypeid%3a2%0aq%3acrm%0apage%3a1%0as%3arelevanc
e%0asa%3atrue%0aproducttypeid%3a2
Digital Marketing. (n.d.). Retrieved from https://imanetwork.org/
H. Steve, (2015, September 23). SEO Ecommerce. Retrieved from https://
www.lynda.com/Google-Analytics-tutorials/SEO-Ecommerce/386884-2.html?
srchtrk=index%3A1%0Alinktypeid%3A2%0Aq%3Aseo%0Apage%3A1%0As%3Arel
evance%0Asa%3Atrue%0Aproducttypeid%3A2
Jose Gonzalez. (n.d.). Retrieved from https://www.linkedin.com/in/josegonzalezseo/
Leigh Garrison. (n.d.). Retrieved from https://www.linkedin.com/in/leighacton/
Simon-Walters, J. (2019, February 26). Networking. Retrieved from https://
www.lynda.com/Business-tutorials/Networking/756287/5037891-4.html
Tgeller. (2017, November 21). Writing Formal Business Letters and Emails. Retrieved
from https://www.lynda.com/Writing-tutorials/Writing-Formal-Business-Letters-
Emails/608988-2.html
Tgeller. (2018, November 08). Writing with Impact. Retrieved from https://
www.lynda.com/Writing-tutorials/Writing-Impact/699321-2.html
The B2B eCommerce & Digital Marketing Conference. (n.d.). Retrieved from https://
b2bmarketing.wbresearch.com/