Probably This

Probably This is the brainchild of Beau Ciolino and Matt Armato, interiors and lifestyle influencers and bloggers based in New Orleans, Louisiana and in Benton, Tennessee.

I partnered with Beau Ciolino and Matt Armato of Probably This to refine their brand and streamline the systems behind their growing lifestyle platform. Together we developed internal processes and editorial calendars to manage daily content production for Instagram and TikTok and long-term campaigns, while also consulting on the future direction of the blog and business.

I pitched and implemented new revenue streams including affiliate marketing, product lines, a podcast, and short-term rentals that expanded the brand beyond its digital presence. I also sourced props, vetted and hired photographers and produced monthly content shoots in Tennessee, providing creative direction, production and styling in keeping with the brand’s distinctive aesthetic sensibility.

On the partnership side, I worked with Beau and Matt’s management team at DBA to ensure seamless collaborations with brands like Rejuvenation, Home Goods, Seventh 'Generation and Sherwin Williams, overseeing content delivery and analytics reporting.

Two men are preparing food on a table outdoors, with candles and flowers, during the evening. One man wears a wide-brimmed hat and denim jacket, and the other is dressed in a white T-shirt, surrounded by string lights and trees with autumn foliage.
Person taking a slice of pepperoni and basil pizza from a baking dish.
A smiling man in a white tank top and a straw hat holding a tray of hot dogs, condiments, and sausages outdoors in a backyard with greenery and a barn-like building in the background.
A collage of various photos depicting friends and couples celebrating outdoors and indoors, participating in Halloween, pumpkin picking, house gatherings, and other social activities.
A person with dark hair tied back, sitting inside and looking out a window at two people outside on a patio, leaning in for a kiss, with greenery and trees in the background.
A woman wearing a wide-brimmed hat and sunglasses is standing outdoors in a wooded area, looking at a clipboard with papers attached, using pruning shears to cut or adjust something on the clipboard.
Two men are in a lush outdoor garden with brick steps and greenery. One man is standing on the steps, holding a watermelon bowl and a garden hose, smiling at the camera. The other man is sitting on the steps, holding a wedge of watermelon, with a pla
Two men at an outdoor gathering, one pouring a drink into a glass held by the other, with a campfire in the background.
Two people preparing apple cocktails outdoors, one person squeezing juice into a glass with apple slices on top.
Two men sitting outdoors among pumpkins, embracing each other affectionately with autumnal foliage in the background.
A table set for a meal with various dishes, including stuffed vegetables, roasted potatoes, a pie, bread rolls, and pumpkins for decoration.

Brand strategy | Newsletters & email marketing | Blogging for SEO | Brand naming | Creative content development | Platform strategy | Pinterest for SEO | Influencer marketing | Affiliate marketing | Product & merch development | Brand activations & collaborations | Photoshoot production & styling | Creative direction | Internal systems & templates | Diversifying revenue streams | Growth opportunity | Leadership & hiring | Writing contracts | Diversifying revenue streams

Implemented internal systems and editorial calendars to manage daily content creation and production flow

Social media feed planning

Consulted on future direction of the Probably This blog and brand

Pitched and implemented additional income streams including affiliate marketing, product lines, podcast and short-term rentals

Vetted and hired photographers for content shoots

Sourced props, produced, creative directed monthly content shoots in Tennessee

Worked closely with brand partners like Rejuvenation, Home Goods, Seventh Generation and Sherwin Williams and management team at DBA to ensure on-time delivery of branded content and analytic reports

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