The Power of Social Media with Liv Schreiber
On February 8th, MCMP kicked off the first-ever Virtual Winter 2022 Summit with its first speaker, Liv Schreiber. Liv is the Director of Content Strategy and Co-Founder of Brand Caffeine, as well as an accomplished brand marketer in the fashion and lifestyle industries. Liv gave MCMP members a well rounded overview of her career, as well as countless pieces of valuable advice. For her Bachelors degree, Liv attended the University of Wisconsin-Madison, where she studied at the School of Journalism. After college, Liv obtained a Certificate in Fashion Industry Essentials from Parsons School of Design in New York and earned a Certificate in the Business of Beauty course from FIT.
Currently, Liv specializes in personal branding, running social strategy, paid ads and creative direction for many brands, including: celebs, top brokers in NYC, Nordstrom-based brands, major social media figures in business, and innovative startup brands such as Revolve, Spanx, Amanda Uprichard, and Denny’s Childrenswear. Her success stems from her never-faltering entrepreneurial and positive spirit, which she has maintained ever since began selling bracelets at just five years old. However, she was not always certain which path she wanted to take for her career. After she finished her time at Wisconsin, Liv thought the real estate industry was the career she wished to pursue. However, after receiving her license and trying two jobs in the real estate world, she quickly realized that fashion and marketing were her true callings, and proceeded to quit her job.
After taking this leap, Liv worked tirelessly on pitching herself to those who were established within the fashion world. It didn’t take long for others to recognize her passion, as she quickly went to work as a stylist for the billionaire entrepreneurs Jesse Itzler and Sara Blakely. She helped market and create Spanx Activewear, and soon after switched roles to help Stephanie Gottlieb launch the best-selling bracelet in the history of her company. While Liv couldn’t have excelled more in her position, she ultimately got fired for monetary reasons. This may have seemed like a major obstacle at the time, but it quickly led to the launch of Liv’s current company, Brand Caffeine, only a day later.
Brand Caffeine is a digital growth partner located in New York City for select fashion, health and beauty brands. The company, which Liv started with her twin brother, works to scale digital awareness with the end goal of maximizing return on investments. Brand Caffeine offers content creation, social media management, and paid advertising. The team currently consists of around ten people, and is rapidly growing. Liv was able to utilize the knowledge she gained from her past positions to create the company, which is truly authentic to herself and her values. This genuine mindset is what has drawn over 100,000 people to follow Liv on Instagram and Tiktok. In the past month alone, Liv has gained over 40,000 followers and counting. Most importantly, Liv wakes up every day and is truly excited to get to work on Brand Caffeine, styling and influencing the way she has always wanted to.
To close out her presentation, Liv offered listeners her best advice. Notably, she encouraged her audience to follow their own curiosities and to not be afraid to pitch themselves to others. After all, confident pitching to established members of the fashion industry is what helped Liv earn her big break. She also emphasized the importance of using social media as a networking and business tool, as opposed to a mechanism for inflating FOMO, or “Fear of Missing Out.” Reaching out to companies via Instagram Direct Message is an underutilized tool that Liv recommends taking advantage of, as it is a quick and easy way to get in touch with potential brands and influencers online. As parting thoughts, Liv told the audience the following: never underestimate the power of social media, do not forget to listen to yourself instead of others, and spread joy as often as possible.
——February 2022. by Spencyr Aronson
