In 2024 and 2025 I worked with Comet, a Berlin-based tech start-up building micro-stores and commerce tools for influencer collaborations, as a strategic advisor and researcher.

My work for Comet directly focused on helping them understand the influencer marketing landscape from the brand side: how influencer teams actually work, what they care about (engagement and consideration rather than direct sales), how marketing planning processes function across different teams, and how to communicate their product's value to influencer stakeholders in a way that would resonate. I also tested their product and provided feedback on features and functionality.

For their prestige client NARS (Shiseido) I conducted an extensive competitive deep dive into how luxury beauty brands position themselves on social media and work with creators, analyzing Charlotte Tilbury, Pat McGrath, Bobbi Brown and MAC across influencer tiers, content categories and use cases. The research covered everything from how these brands use celebrities, makeup artists, lifestyle creators and fashion influencers differently, to how makeup is talked about across social platforms more broadly, spanning products, trends, occasions, techniques, self care and pop culture. The goal was to develop a strategic framework for translating NARS's prestige positioning effectively to TikTok and creator partnerships.