The Babysitter: My Summers with a Serial Killer

Marketing strategy and brand identity for a true crime memoir and it’s author.

In partnership with Simon & Schuster, I developed and executed a marketing strategy for the launch of The Babysitter: My Summers with a Serial Killer by Liza Rodman and Jennifer Jordan. My primary focus for the launch was building Liza Rodman’s digital presence from the ground up. This included crafting a cohesive brand identity, defining tone and visuals, and implementing social media and email campaigns to engage audiences and drive book sales.

I was hired by Liza Rodman to lead the marketing launch of her true crime memoir, The Babysitter: My Summers with a Serial Killer, which details her childhood relationship with a trusted babysitter who she later discovered was a notorious serial killer in Massachusetts.

In addition to managing marketing and advertising on Liza’s personal channels, I collaborated with publishers Simon & Schuster to design and execute impactful campaigns that amplified the book's reach. I ensured these efforts were seamlessly integrated into Liza’s communications strategy, creating a cohesive and engaging presence across platforms.

Social Media & Email Marketing

Starting with a nearly non-existent digital footprint, I created and executed content calendars, developed visuals, wrote posts, and tracked analytics across Twitter, Facebook, and Instagram. Over the course of the campaign, engagement grew steadily.

Two major creative projects emerged from my partnership with Simon & Schuster: The Babysitter book trailer and the book club kit (below). For the trailer, I created a detailed demo video that outlined the visual style, pacing, and nostalgic tone, evoking the 1960s Cape Cod setting of the story. For the book club kit, I developed a comprehensive outline and provided all the copy, ensuring it resonated with readers. Simon & Schuster brought these concepts to life, using my creative direction as the foundation for the final materials.

Book Tour & Media Circuit

A key pillar of the marketing campaign for The Babysitter was a dynamic book tour and press outreach strategy. While Simon & Schuster secured these press opportunities, I played a pivotal role in amplifying their impact. I tracked each media feature and shared it strategically across Liza’s growing social media platforms, driving engagement and expanding the reach of every article, podcast, and interview. This integrated approach ensured that every touchpoint resonated with the audience and contributed to the book's success.

Building Liza’s Brand Identity

To establish Liza’s online presence as a professional author, I created a cohesive brand identity that spanned both in-person and digital touchpoints. This included designing a custom logo, letterhead, and business cards, along with polished email templates to streamline communication. For social media and email marketing campaigns, I crafted copy in Liza’s voice—authentic to her personality yet curated to resonate with her audience. This approach ensured her brand felt genuine and engaging across all platforms.