Social Media Strategist
Devon advises TSG partner companies on social, video, and influencer strategy. She also helps our brands launch new social initiatives, from building teams and processes to leading in-house activation teams.
Prior to TSG, she focused on launching and scaling growth businesses and products, using existing and emerging technologies to build relationships with customers. Most recently she transformed the social business at Sephora, developing content programs to drive demand and pioneering processes that enabled innovation and agility while meeting the brand’s accelerating needs for content at scale.
Her agency, consulting, and brand-side experience includes: Basis (acquired by Intel), Electronic Arts, Jamba Juice, American Express, United Airlines, Infiniti Europe, Tesco, IKEA, Cisco, Symantec, and award-winning start-ups. She graduated from Northwestern University with a double major in Communication Studies and Political Science and in her free time earned a certificate in the performance of Shakespeare from the Royal Academy of Dramatic Arts in London, UK.
What have you learned from working with entrepreneurs?
What I love about working with entrepreneurs in fast-paced high-growth companies is their proclivity and ability to test and learn which is absolutely critical in the digital space. The best entrepreneurs have a strong sense of what their brand is – and what it is not – and are able to focus their team’s efforts accordingly. But most importantly, they find meaning in what they do. When they connect their team and business partners to their mission, it is truly powerful.
What’s the one piece of advice you would give to an entrepreneur who is trying to take their business to the next level?
In the social space, focus on your unique differentiator and don’t try to copy what everyone else is doing. Find ways to innovate and scale in social – and don’t forget the basics, like creating true two-way conversations with your customers.
What brings you the most joy in your job?
The free and open exchange of ideas and true collaboration. It’s gratifying to see our portfolio companies put a recommended strategy into place, and see immediate results.
What was the first job you had?
I had various jobs and internships throughout high school and university, but my first “real” job was Product Manager for a direct mail catalog. I appreciated the founders’ ability to find a market niche and their unwavering focus on the customer, which was a key driver of their growth. Listening to customers to understand their needs enabled me to develop new, growth-driving product lines. I was fortunate to be able to travel to Taiwan and Hong Kong at a young age and see a different side of the business (and world).
What attracted you to TSG?
It’s a privilege to be working amongst such a talented group of “A players” who are not only the best at what they do, but genuinely nice people.