Sealed Air Social Media Strategy
Led by Taylor Brown, Brand Manager – In partnership with Sealed Air Corporate Communications + Marketing Communications teams
Following a company-wide reorganization, Sealed Air decentralized its marketing structure—shifting ownership to regional teams around the world. While this empowered local markets, it led to inconsistencies in tone, visual direction, and posting strategy. A unified social approach was needed to restore brand alignment and ensure global consistency.
Objective
To develop a global Social Media Strategy and Playbook that:
Established a unified voice, look, and cadence across all platforms and regions
Clarified audience segmentation and content objectives
Improved engagement, analytics, and team alignment
Equipped regional teams with actionable tools to activate the strategy locally
My Role
Strategic leadership – defined project goals and ensured alignment with global and cross-functional teams.
Agency collaboration – managed partnership with Morrison to conduct a full social media audit.
Strategic storytelling – crafted a clear and cohesive strategy that targeted key audiences and aligned with brand pillars and content goals.
Launch enablement – developed internal tools and templates for rollout.
Deliverables
Comprehensive Social Media Playbook with content pillars, visual examples, and best practices
Global posting cadence and frequency guidelines
Audience personas and social media segmentation strategy
Tone and voice guidance for consistent messaging
Social media templates and creative standards
Impact
The new Social Media Playbook unified Sealed Air’s global presence across all channels—strengthening brand recognition and engagement. Teams now have a shared framework to create on-brand, audience-relevant content while maintaining flexibility to localize.
The initiative resulted in measurable improvements in:
Content consistency across all business units
Engagement rate and follower growth
Constant collaboration between corporate and regional marketing team
