Kalia White Smith

Recent DCU graduate with a passion for brand architecture and performance marketing, actively seeking opportunities. My academic and project portfolio demonstrates a rare ability to balance the macro brand identity with the micro performance metrics. I led my team on an 80:20 Google Ads project, leveraging data to refine audience targeting, and collaborated with Woods & Partners on a live consultancy brief, delivering strategic frameworks that addressed real market gaps.

I am ready to bring fresh thinking, digital fluency, and a results oriented mindset to a forward thinking team.

Beauty Expert - Victoria Beckham Beauty - Dublin

(2026-09)

Content Creator + Video Editor - Kalia - Dublin

(2022-10)

Professional Makeup Artist and Hairstylist with hands on beauty campaign experience across brands including KVD and Urban Decay. Self taught short form content creator using CapCut, Adobe Premiere Pro, InShot, and TikTok Creator tools. Comfortable filming daily on iPhone and creating fast paced, reactive, trend led content for Instagram Reels and TikTok.

Expert in viral hooks, transitions, storytelling, influencer style editing, and luxury aesthetics. Skilled at behind the scenes capture on professional sets, product launch support, founder led moment documentation, and content library management. Experienced in product education, high profile client work, and campaign collaboration.

Highly organised, proactive, energetic, and comfortable working in fast paced creative environments. Strong creative eye, team collaboration skills, and ability to keep brand identity front and centre while setting trends rather than following them.

Professional Hair & Make Up Artist - Kalia White - San Diego, CA

(2011-02)

Executed targeted marketing strategies to expand client base and drive high engagement, resulting in a 38% average monthly increase in net profits through client referrals and repeat business. Built long-term client relationships by delivering exceptional, personalized service and adapting to diverse client needs, contributing to a strong community presence and brand loyalty. Collaborated with high-profile brands including KVD Beauty, Good American, and Urban Decay, Mowalola to name a few bringing unique creative expertise to brand aligned projects.

Served as lead hair and makeup artist for a variety of projects in celebrity, e-commerce, commercial, film, and television, delivering impactful looks tailored to each medium. Assisted top industry professionals in high-stakes environments, gaining advanced skills and insights into best practices for editorial, celebrity, and high-production settings.

• Adhered to all COVID-19 safety protocols, ensuring client health and well-being as a top priority.
• Collaborated with diverse populations, including individuals with special needs, to deliver a personalized and exceptional customer experience.
• Played a key role in growing a new barber shop into a highly regarded community establishment.
• Converted high volumes of new clients into loyal, repeat customers, generating significant referrals.
• Contributed to a 38% average monthly increase in net profits through strategic marketing initiatives.
• Promoted product sales, further enhancing overall profitability.

Digital Marketing & SEO Consultanty Practicum - Woods & Partners Limited - Dublin

(2026-02 - 2026-08)

Collaborated with a team of five to create a marketing strategy from the ground up, relaunching and reinventing the brand's current image and identity. Worked closely with clients to understand their vision and target audience, delivering strategic frameworks that balanced creative vision with performance driven outcomes. Presented findings and recommendations to stakeholders with data backed insights.Worked with clients to understand business goals and develop tailored marketing recommendations.

Built a complete marketing strategy with content calendar, brand book, provided recommendations that would result in aquiring more clients by 25%.

Grammy Awards 2023, 2024, 2025, - Los Angeles, CA

(2025-02 - 2026-05)

Provided professional hair and make up services to the Executives of the awards show

56th & 57th NAACP Image Awards 2024, 2025 - NAACP - Los Angeles, CA

(2025-02 - 2026-05)

Provided services for attendees, VIP, and Executives of the awards.

80:20 Google Ads Campaign Project (2025) - 80:20 Educating & Acting for a Better World - County Dublin, Ireland

(2025-10 - 2026-04)

As project lead and main point of contact with the client, I worked with a team of four in conducting a digital audit of a live Google Ads account. We analysed performance across keywords, ad groups, campaigns, and audience segments to pinpoint exactly where value was concentrated. We identified the keywords and ad groups driving the vast majority of conversions.

We also isolated the spend that was underperforming or bleeding budget with little return. We restructured the entire campaign architecture to reallocate budget toward high performing segments. We implemented strategic bid adjustments based on audience signals, including location, device, and time of day, to ensure every euro was working harder.

We synthesised all findings into a data backed research paper for stakeholders and our course grade. This covered a before and after budget allocation model, projected efficiency gains, and a roadmap for ongoing optimisation. The roadmap included A/B testing frameworks and a weekly review cadence.

The outcome was a leaner, more efficient campaign structure with improved cost efficiency. We gained a clearer understanding of what truly drives conversions, all while maintaining brand

• Pausing low intent keywords with high spend and low conversion rates.
• Increasing bids and budgets on top converting search terms and audience cohorts.
• Refining match types to reduce wasted spend on irrelevant queries.
• Adjusting dayparting and device bidding to align with conversion patterns.

Oscars 98th Academy Awards 2026 Hair & Make Up - Oscars Academy Awards

(2026-03 - 2026-03)

Freelance Photographer - Kalia Photography - San Diego, CA

(2018-01 - 2026-01)

Photographing models, beauty, fashion, lifestyle

Social Media & Brand Manager - Calm & Kind Soap Co. - San Diego, California, United States

(2020-11 - 2024-11)

• Led marketing and ad campaigns, driving a 25% growth in organic followers over 6 months by crafting content that sparked interest and kept the audience engaged.
• Managed professional photography to create sharp, eye-catching images that improved brand appeal across social media and digital platforms.
• Built strong client relationships through great customer service, often exceeding their expectations with personalized attention to their needs.
• Organized order tracking and money handling by creating clear, easy-to-use Excel spreadsheets, ensuring all orders and sales were properly recorded and tracked.
• Handled packaging and shipping for all online orders, making sure customers received their products quickly and without hassle.
• Kept customers informed about new products and services, helping to build long-term relationships and secure more repeat business.
• Followed up with past customers for feedback, which led to a 20% boost in customer retention and an increase in referrals.
• Used social media to create fresh and interesting content that raised brand visibility and brought in more sales.

Social Media & Marketing - Baby2Baby - Los Angeles, California, United States

(2023-09 - 2024-01)

• Collaborated with the marketing team to develop and execute marketing strategies, with a focus on paid advertising campaigns for the annual gala event.
• Increased event attendance and engagement by 30% compared to the previous year.
• Played a key role in event planning and execution, ensuring the successful distribution of blankets, books, toys, hygiene essentials, and other items to underserved students during the holiday season.
• Coordinated with the Los Angeles Dodgers Foundation (LADF) to amplify the impact of charity initiatives, benefiting more students at the winter event.
• Gained hands-on experience in event management and marketing, while contributing to Baby2Baby's mission of supporting children in need.

Junior Brand Manager - Spirit Airlines - San Diego, CA

(2019-01 - 2023-08)

As a Junior Brand Manager, I supported the evolution and maintenance of Spirit Airlines' brand identity across all guest facing and internal touchpoints. I reviewed creative deliverables for visual and tonal consistency, partnered with cross functional teams to ensure brand alignment, and helped protect brand integrity without slowing down execution.

Key responsibilities Platforms used Adobe Creative Suite (Photoshop, InDesign, Illustrator) Microsoft SharePoint (DAM / documentation) Microsoft Teams & Outlook PowerPoint / Google Slides (brand decks and presentations) Impact Strengthened brand clarity and consistency across channels while protecting proprietary strategies and creative direction.

• Maintained and evolved brand guidelines across digital, print, and environmental assets
• Reviewed and approved creative deliverables to ensure visual and tonal consistency
• Partnered cross-functionally with marketing, creative, and operations teams
• Supported internal brand education and team member advocacy efforts
• Managed brand compliance without disrupting speed or originality of execution

Master's degree - Digital Marketing - Dublin City University (2025-09 - 2026-09)

Bachelor of Business Administration - BBA - Business, Management, Marketing, and Related Support Services - Point Loma Nazarene University (2022-08 - 2024-12)

Marketing, Digital Communication and Media/Multimedia - MiraCosta College (2019 - 2022)