Meet Rae Crescas

Tell us a bit about yourself:

I’ve landed as the Senior Manager of Social Media at La Mer after a few years working on the agency side and brand side of Speedo USA’s Olympic campaign. I’ve been at La Mer for about two years now, focusing on leading our global organic social strategy, campaign activations and creator network.

What do you love about working in social? 

I’m most inspired by the ongoing opportunity to understand a brand’s community, what motivates them, and how to deepen the brand and community connection through community management. Learning a consumer and understanding their evolution as the social space changes drives me the most. 

How do you stay on top of social trends? 

Community Management and engagement are everything. Read through your comments, scroll through your brand’s FYP and evaluate the cultural conversation you are existing within. More often than not, a high-reaching cultural moment that results in a sad, happy, mad or any other type of reaction will find its way to the ‘social-verse’ as a type of trend. IE (Succession's 'capacious bag' viral TikTok sound).

How does your team use metrics like Entertainment Score or Effectiveness Rate to communicate internally?

At a Dash Hudson roundtable, I learned that Entertainment Scores can largely be linked to conversion rate. I like to look at Entertainment Scores specifically for product benefit-focused videos to understand the effectiveness of the piece.