Luiza de Ross Portfolio
Marketing · Brand · Campaigns — Sydney

Luiza
de Ross.

Turning brands into stories people remember.

See the workGet in touch
Luiza working on a laptop on a Sydney ferry
Based in Sydney
Marketing · Brand · Campaigns
Luiza smiling on the harbour in Sydney
About me

Hi, I'm Luiza.

I'm Brazilian, based in Sydney, and I love the moment a brand stops being a logo and becomes something people remember.

NowSocial Media Coordinator at Her Kind Club, and Marketing at Nail Concrete, named Best Press-On Nails in Australia by Prevention, 2026.

That's what I work on: the campaigns, emails, partnerships and events that make it happen. I like doing the research first, finding the real customer problem and then building ideas around it, whether that's an ad, a flow of emails, a photoshoot or organising an event.

Before marketing, I spent more than five years working closely with families. It taught me to communicate clearly, stay organised under pressure and build trust quickly, which turns out to be most of what good marketing needs.

Based in
Sydney, Australia
From
Brazil
Languages
English, Portuguese
Client-facing
5+ years

Experience & education

Aug 2026 – now
Social Media Coordinator, Her Kind ClubSocial media
Sep 2026 – now
Marketing Intern, Nail ConcretePaid social, email marketing, content, partnerships and events
2026
Content project, Allo LashEvent photography and short-form video, Beauty Expo Australia
2024 – 2027
Bachelor of Business (Marketing)Kaplan Business School, Sydney
2022 – now
Childcare, private familiesClient relationships, organisation, reliability
Skills & certificates

What I bring to the team.

Paid social
  • Meta Ads
  • Competitor research (Ad Library)
  • Audience & angle mapping
  • Creative testing
Copywriting
  • Hooks & headlines
  • Ad primary text
  • Email copy
  • Creator briefs
Email & CRM
  • Klaviyo flows
  • Email design in Figma
  • Deliverability basics
  • A/B test planning
Social & content
  • Content pillars & calendars
  • Photography & shot lists
  • Short-form video (CapCut)
  • Canva & Figma design
Influencer & partnerships
  • Creator outreach
  • Partnership proposals
  • Negotiation
  • Gifting & giveaways
Events
  • Event concepts
  • Invitations & event email
  • On-the-day content
  • Partner coordination
CertificateFacebook AdsDaily Mentor · 2026
CertificateAdvertising CreativeDaily Mentor · 2026
CertificateEmail & SMS MarketingDaily Mentor · 2026
DegreeBachelor of Business (Marketing)Kaplan Business School · 2027
Tools
Meta Ads ManagerKlaviyoShopifyFigmaCanvaNotionCapCutClaude (AI)InstagramTikTok
Results

The work, in numbers.

Nail Concrete Instagram, 27 Sep – 26 Oct 2026: the 30 days fully managed by me. Campaign numbers from my work at the brand in 2026.

46,743
views on Instagram in 30 days
9,448
accounts reached, more than 4× the 2,214 followers
72%
of views came from people who don't follow the brand
51
feed posts in 8 weeks, 44% of the brand's entire feed
15+
collab posts with UGC creators and partner brands
3,082
interactions, 1,094 profile visits and 105 link taps in 30 days
143
ad creatives produced for the first paid social campaign
34
emails designed for the lifecycle flows
81
guests RSVP'd to the Sip, Style & Mani pop-up
Video work

Made to stop the scroll.

Short-form videos I created and edited for Nail Concrete's Instagram: trends, product proof and Sydney lifestyle. Tap any video to watch it with sound.

Reels drove 76% of the account's views and 84% of its interactions in my first 30 days.

Selected work

Case studies.

01 · Social media · Nail Concrete

Social media: content that teaches, sells and looks like the brand

Content pillars, a grid strategy and carousels that answer the questions customers actually ask, shot with my own photography.

Brand
Nail Concrete
Year
2026
Platform
Instagram
Deliverables
Carousels, stories, shoots

Instagram content & growth · Nail Concrete

  • Published around 51 feed posts in 8 weeks, about 6 a week, 44% of the brand's entire feed
  • Reached 9,448 accounts in 30 days, more than 4× the follower count, with 72% of views from non-followers
  • Shifted the mix to Reels, which drove 76% of views and 84% of interactions
  • Built content pillars and a grid rhythm, with a hook every fourth post
  • Planned 4 brand photoshoots with full shot lists, including a shoot with Gin Lane, a well-known Sydney restaurant
46.7Kviews in 30 days
02 · Influencer & UGC · Nail Concrete

Influencer & UGC: real creators, real hands, real places

Finding creators and partner brands, briefing them so filming is easy, and turning their clips into ads and content.

Brand
Nail Concrete
Year
2026
Channels
Instagram DMs, Trybe, email
Deliverables
Outreach, briefs, UGC edits

Creator & brand partnerships · Nail Concrete

  • Led outreach to creators and Australian lifestyle brands through Instagram DMs, Trybe and email
  • Published 15+ collab posts with UGC creators and partner brands, including Hunt & Muse
  • Four creator Reels reached 9,805 accounts and 14.5K views, 64–91% from non-followers
  • Wrote creator briefs that made filming easy and turned everyday customers into UGC for ads
  • Closed partnerships with Naluu (joint giveaway) and BR Jewelry ($600 in gifted jewellery for the shoot)
  • Designed an interactive web proposal and a PDF deck to pitch partners
650shares on one creator Reel
FindCreatorseveryday women who match the customer: mums, students, beach girls
PitchDMspersonal outreach on Instagram and Trybe
Brief3 clipsa simple shot list anyone can film on their phone
ShipSetsproduct, sizing guide and a personal note
EditAdsclips cut into short-form ads with hooks and on-screen text
Creator collab Reels · Instagram insights, Oct 2026Tap a Reel to hear it.
Melinda Mosca · @_melindalee
8,965
views, 91% from people who didn't follow the brand
4 creator Reels14.5K views · 9,805 reached
MelindaPOV: you punch people for a job but you also love nails
Views
8,965
Reached
6,144
Non-followers
91%
Likes
149
AngelicaComing in clutch before my event
Shares
650
Views
1,325
Non-followers
84%
Interactions
758
AshCan these press-ons survive 7 days in the life of a busy nurse?
Views
2,335
Reached
1,632
Non-followers
64%
Interactions
65
EmilyMy 10 minute mum glow up hack
Views
1,937
Reached
1,414
Non-followers
88%
Interactions
56
Brand partnerships
Naluu
Beach towels for the shoot and a joint giveaway
Closed
BR Jewelry
$600 in gifted jewellery for the shoot
Closed
Brand event partners
Private yacht, catering, cake, cookies and décor, all in-kind
Closed
3 more Australian brands
Lifestyle, food and wellness
In progress
03 · Copywriting & paid social · Nail Concrete

Copywriting: one customer problem, one hook, one ad

For the brand's first Meta campaign I wrote every hook, headline and primary text, starting from the objections real customers have.

Brand
Nail Concrete
Year
2026
Platform
Meta (Instagram, Facebook)
Deliverables
Hooks, headlines, ad copy

Paid social copy & creative · Meta Ads

  • Analysed 40 competitor ads running 30+ days in the Meta Ad Library to find what works
  • Wrote problem-first hooks, headlines and primary text across 6 concepts and 3 hooks each
  • Produced 143 static and video ads in 9:16 and 4:5, using my own photography
  • Narrowed them to a 70-ad launch shortlist through a structured review with the founder
143ads written & produced
Hooks · tap a card to read the full ad copyStatic ads built from my own photography. Drag or use the arrows.
Research40competitor ads running 30+ days, each pattern noted
Strategy6 × 3problem-first concepts, each tested with 3 hooks
Targeting6 / 5audiences and emotional angles mapped to every concept
Production143static and video ads in 9:16 and 4:5
Shortlist70approved after a structured team review
04 · Email · Nail Concrete

Email: building the brand's first automated journey

A growing customer list, no automated emails, and messages landing in spam.

Brand
Nail Concrete
Year
2026
Platform
Klaviyo, Figma
Deliverables
Email design, copy, automation

Lifecycle email system · Klaviyo

  • Designed 34 emails in Figma from the founder's lifecycle brief
  • Built a lean system of 17 automated emails across welcome, browse, cart, checkout and post-purchase
  • Helped set up the brand's own sending domain to move emails out of spam
  • Designed and sent the campaign email for the brand's pop-up event
17automated emails · 5 flows
7Welcome
2Browse abandon
2Cart abandon
3Checkout abandon
3Post-purchase

The lean flow system: 17 emails across 5 automated flows, sized by number of emails.

Welcome email: you've elevated, has your nail routine?
Welcome · 01
Welcome email: take the Nail Quiz
Welcome · 02
Welcome email: real customer reviews
Welcome · 04
Post-purchase email: get the perfect hold
Post-purchase

Scroll inside each phone to read the full email.

05 · Content creation · Allo Lash

Beauty Expo Australia: event and product content

After meeting the Allo Lash team at Beauty Expo Australia 2026, I created a social-first content project around their lash serum.

Brand
Allo Lash
Year
2026
Platform
Instagram, TikTok
Deliverables
Photography, short-form video

Event & product content · Beauty Expo Australia 2026

  • Captured event, brand environment and close-up product photography at Beauty Expo Australia
  • Shot a styled product set for the serum in natural light: water, timber, foliage and flat lays
  • Created two short-form concepts: a lifestyle routine video and a talking UGC video
  • Edited both with social-first pacing, on-screen text and caption variations in CapCut
2short-form videos for Instagram & TikTok
Expo, video & product photographyDrag or use the arrows. Tap to enlarge.
06 · Events · Nail Concrete

Events: bringing the brand into real places

From the invitation to the night itself: concept, invites, the event email and content on the day.

Brand
Nail Concrete
Year
2026
Formats
Pop-up, brand experiences
Deliverables
Invites, email, event content

Brand events · Sydney

  • Supported the Sip, Style & Mani pop-up night with Hunt & Muse and Nicola Beverley & Co: 10-minute manis, a DJ and a makeup masterclass
  • Built the event emails in Klaviyo: the invite, "meet your glam squad" and day-of reminders
  • The event invite became the account's most-viewed post of the quarter: 4.4K views, 84% from non-followers, 76 shares
  • Managed the attendee list of 81 RSVPs and covered the night for social content
  • Secured in-kind partnerships for an upcoming brand event: a private yacht, catering, cake, cookies and décor, at no cost to the brand
  • Planned the next brand events with partners, including the Flow for Her charity pilates morning
81guests RSVP'd to the pop-up
Timeline
7 Oct 2026Event email sentCampaign email to the brand's list
8 Oct 2026Sip, Style & Mani pop-up nightHunt & Muse, Bondi Road · 81 RSVPs
6 Nov 2026 · PlannedCreator yacht dayA day on a private yacht with UGC creators, with in-kind partners for catering, cake, cookies and décor
22 Nov 2026 · PlannedFlow for HerCharity pilates morning in Double Bay
NCnail_concrete··· 48 likes · 76 sharesnail_concrete Sip, Style & Mani · 8 October · Hunt & Muse, Bondi Road
The invite · swipe
The night · video
NCnail_concrete··· nail_concrete Grab the girls. Sip, Style & Mani · 8 October · Bondi Road
Grab the girls
07 · Social media · Her Kind Club

Community content: belonging between the events

Her Kind Club is a community for Brazilian women building a life in Australia and New Zealand. I create the content that keeps it connected between events.

Brand
Her Kind Club
Year
2026
Platform
Instagram
Deliverables
Carousels, Stories, copy

Social media & community content · Her Kind Club

  • Write and design carousels, Reels and Stories templates, with hooks, captions and CTAs in Portuguese and English
  • Defined 4 content pillars: Belonging, Practical life abroad, Events and Community voices
  • Built "My kind of ___" Stories templates on Instagram's "Add Yours", so members share their own version
  • Created carousels for the book club, the career event and community announcements
4content pillars for the community
Carousel · Hobbies to try this yearWritten in Portuguese for the community. Tap a slide to read it in English.
Carousel · Career event, The Real TalkInvite, speakers, agenda and partners. Tap a slide to read it in English.
Contact

Let's make something people remember.

luiza.cdeross@gmail.com
Email me ↗LinkedIn ↗
LocationSydney, NSW
Looking forMarketing and brand roles
Luiza smiling on a Sydney ferry with the Harbour Bridge behindLuiza photographing a model at a L'Oréal Paris event by Sydney Harbour