Nice to *greet* you.

I’m Michelle M. Silva, a social media & influencer marketing leader with 15+ years of experience driving results for top beauty/wellness brands & retailers.

I’ve led best-in-class teams, strategy and campaigns, from celebrity partnerships to large-scale brand moments, always balancing creative thinking with data-backed decisions.

Alongside my in-house experience, I run Rather Sochelle, my consulting studio for brands that want thoughtful, digital-first marketing strategy, influencer and partnership amplification.

Proudly fluent in everything from strategy decks to comment sections, leading campaigns that connect with people and move the numbers.

Skills & Expertise:

    • Full-funnel social media strategy

    • Platform-specific growth strategy (Instagram, TikTok, YouTube)

    • Content calendar architecture

    • Brand voice & storytelling development

    • Creative direction for short-form video

    • Community-building frameworks

    • Organic + paid integration strategy

    • Influencer program development (always-on + campaign-based)

    • Creator sourcing & vetting frameworks

    • Tiered influencer strategy (macro/mid/micro)

    • Brief development & performance KPIs

    • Whitelisting & paid amplification

    • Usage rights negotiation & licensing

    • Affiliate & performance-based creator programs

    • UGC strategy & scaling

    • KPI development & performance benchmarking

    • Social reporting & insights storytelling

    • Engagement rate & conversion optimization

    • ROAS & revenue attribution (where applicable)

    • A/B testing & creative optimization

    • Creator performance analysis

    • Forecasting & budget reallocation

    • Cross-functional campaign leadership

    • Agency & freelancer management

    • Executive-level reporting

    • Stakeholder alignment

    • Go-to-market collaboration

    • Launch planning & execution

    • Brand partnership management

Creative

✳︎

Strategic

✳︎

Analytical

✳︎

Expertise

✳︎

Creative ✳︎ Strategic ✳︎ Analytical ✳︎ Expertise ✳︎

In-House Brand Experience

  • Her experience in working with budgets large and small allows her to ideate in all circumstances to drive results and come up with engaging content and direction.

    –Dermstore Team Member

  • Michelle is a joy to work with and even more of a privilege to report to. She genuinely cares for her team and is highly knowledgable, nimble and resourceful in the social space.

    —Dermstore Team Member

  • Her ideas, innovative and her attention to detail, superb. She continuously goes above and beyond of what is asked of her. She brings a wealth of knowledge to her position, both in strategy and analytical comprehension.

    –John Paul Mitchell Systems Colleague

  • Michelle is an exceptional, talented, and creative social media and marketing expert who thinks outside the box. As the Social Media Manager, she worked extremely closely with multiple departments and always with a smile.

    –Dermalogica Colleague

  • She leads her team by equipping them with the skills they need to succeed and imparts confidence by allowing them to have ownership and pride in what they do. Both a mentor and a leader, Michelle is definitely a someone you want to have on your team.

    –John Paul Mitchell Systems Colleague

  • Michelle's enthusiasm and passion for her work is contagious. In addition, she is one to happily lend a hand. A great team player as well as a leader, Michelle would be an asset to any company.

    –Dermalogica Colleague

  • She is optimistic, organized and hands down has the best presentation skills both in deck creating and her ability to vocally present to a wider team.

    –Dermstore Team Member

Rather Sochelle is an independent social and influencer marketing consultancy built on experience — and point of view.

The name itself is a nod to that perspective: a blend of “social” + “Michelle,” representing a philosophy shaped by years spent inside brands, leading campaigns, building creator ecosystems, and navigating the evolving digital landscape.

Rather Sochelle applies seasoned insight to build thoughtful, scalable systems. Whether supporting early-stage brands or established teams, the focus remains the same: strategy first, structure second, performance always.

Because social works best when it’s guided by experience — not guesswork.

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