Abby Hathorn

Class of 2018

Spend five minutes with Abby Hathorn and you will find yourself completely captivated by the world of sunscreen. “There’s a lot more to sunscreen than people realize…and more than even I realized before I took this job!”

Abby is the Social Media Influencer Specialist for Crown Laboratories, and works primarily with Blue Lizard Australian Sunscreen and PanOxyl. “I work hands-on with influencers on social media and bloggers to create campaigns focused around a specific brand or product. I build and manage these campaigns by strategically recruiting professional bloggers and content writers with traits and engagement statistics that match brand standards and consumer profiles. The goal of these campaigns is to enhance Internet and social-media chatter about a specific product (or products) while also generating revenue growth–often from new demographics.”

She also gets to  create the graphic design and content-work associated with influencer campaigns – items like the fliers, personalized coupon templates, package inserts, and informational “E-Packets.” “E-Packets are my unique way of ensuring that  partners and ambassadors have the information and checklists needed to properly execute clearly written content and sharp photos that the consumer brands can promote and re-use in social media posts and inbound marketing promotions.”

Abby isn’t only about marketing and social media: she is intensely well-versed about the product line she’s been hired to promote – and can weave a great description of Blue Lizard’s Australian roots and their commitment to ingredients that won’t do damage to humans or the coral reef.

The Mass Communications graduate is grateful to former profs like Dr. Teresa Keller, Dr. Mark Finney, and Brent Treash and says her breadth of experience in college has given her flexibility for the work she’s doing now. “Because the Mass Communications program isn’t focused on just one skill set, I was able to learn about marketing before I realized that was the world I would be entering. I was very broadcasting/television focused at E&H as a student; however, I was able to change and adapt after college because I had had classes in social media, marketing and graphic design on top of participating in EHCTV, WEHC 90.7, and electronic media courses.”

Now she’s learning literally every facet of the work done by her employer and the elements needed to make their products successful. She is writing, blogging, photographing, emailing, and doing a lot of communicating….talking to customers, talking with other marketing partners, talking to people all over the United States. “Being a Mass Communications graduate, it’s obvious I love, love love to communicate!”

“Overall, this job is teaching me to appreciate every step and every person involved in a company–big or small. From marketing to the lab to the warehouse, every job is important. The marketing staffers recently got recruited to to add neck-tie labels to about 6,000 tubes of sunscreen! Sometimes duty calls: we are a small and growing team, so there has to be willingness to adapt to what’s needed to be done.”

 

Abby is another E&H grad who has completed her college days with self-confidence and a unique set of skills. “Emory & Henry College prepared me in so many ways. I was able to soar outside of the walls of Emory & Henry–which I think is every senior’s deathly fear after being involved in such a close-knit community for years.”

 

Abby Hathorn and a coworker doing photography for Blue Lizard Sunscreen promotions.Abby Hathorn and a coworker doing photography for Blue Lizard Sunscreen promotions.

  • Abby Hathorn, E&H Class of 2018
    Abby Hathorn, E&H Class of 2018

“College prepared me in so many ways. I was able to soar outside of the walls of Emory & Henry…”

– Abby Hathorn, E&H Class of 2018

Major(s):

Mass Communications