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Annie Gabillet

Content Creator & Strategist

Can work in or around Paris

  • 48.8546
  • 2.34771
Propose a project The project will begin once you accept Annie's quote.
Propose a project The project will begin once you accept Annie's quote.

Location and workplace preferences

Paris, France
Can work onsite in your office in
  • around Paris and 50km


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Skills (13)

Annie in a few words

If you want creativity and data to inform your brand’s growth strategy, I’m your person!

As an early editorial leader at PopSugar, I drove impressive growth via SEO and worked closely with the video studio and social media teams. Today, I leverage that experience to help grow brands I believe in. Most recently, I worked with Babylist to launch their TikTok account, going from 100 to 150,000 followers and 3.5 million likes in 4 months.

In my 15 year career, I have worked with innovative brands, like Summersalt, Cora, and Cleo, focusing on content-driven revenue, brand voice, and building out strategic content functions. I regularly call on my passion for both analytics and storytelling to uncover opportunities for growth in audience and influence.


Babylist TikTok Strategy


Consultant  - As a freelancer

July 2021 - January 2022 (6 months)

I worked with Babylist to create a foundational TikTok video strategy. In 4 months, my consulting partner and I helped take the account from 100 followers to 150,000 followers and 3.5 million likes.

What We Did

  • Tested video strategies including curation, giveaways, original content, and partnerships via TikTok
  • Defined how the brand voice extends to TikTok and created content pillars
  • Went on a fact finding mission, learning more about the audience and platform
  • Measured and experimented
  • Created a job description and facilitated hiring a full-time TikTok editor

What Success Looked Like

  • TikTok rose to 150K followers and 3.5M video likes during 2H of 2021
  • Created new channel to connect with consumers
  • Increased brand awareness with target consumer audience
  • Identified emotional touch points
  • Helped hire full-time TikTok expert to lead future growth and innovation

This video strategy set Babylist up for sustained success on TikTok, which has been covered in a Digiday article titled: ‘Our plan is to spend a lot more’: Inside online baby registry Babylist’s TikTok strategy.

Babylist is the leader in online baby registries and e-commerce.

Summersalt Content Marketing

Fashion & Cosmetics

Consultant  - As a freelancer

January 2019 - January 2020 (1 year1 year)

I created and sourced strategic editorial travel content for Summersalt, a leading D2C swimwear and clothing brand.

What I Did

  • Grew organic audience and increased brand awareness of Summersalt as an authority in the travel space
  • Established and managed the style guide, freelancer program, and editorial calendar
  • Ensured that each story was search engine optimized, had a promotion plan, and led to sales conversion
  • Experimented and measured success over the year-long consulting project, providing insights to use across the brand's marketing function

Freelance Writer

Press & Media

Writer  - As a freelancer

January 2017 - Today (5 years5 years and 6 months)

I write reported features on lifestyle topics, including parenting, travel, home decor, and fashion and beauty. All pieces are optimized to reach a wide audience on search and/or social media.

With over 10 years working as a lifestyle journalist and editor at PopSugar, my original writing now appears in various outlets. Here are some of my favorite articles.

  • Why Your Kid Wants to Cuddle With Her Toothbrush // New York Times

  • 10 Places to Visit If You Love Paris // PopSugar

  • Best French Clean Beauty Products // HiP Paris

  • The Pros and Cons of IUI, the Cheaper, Low-Tech Alternative to IVF // Blood + Milk

PopSugar Editorial Director

Press & Media


December 2007 - January 2016 (8 years8 years and 1 month)

External recommendations

Check out Annie's recommendations