marketing work
Brand Awareness PR Gifting Campaign
To raise awareness and generate word-of-mouth buzz for a small plant-based CPG brand, I oversaw the execution of a nationwide influencer PR gifting campaign, designed to drive product trial by placing product in the hands of 30 + mid-sized and large influencers. I identified all target influencers, strategically choosing individuals in key market regions with audiences who would resonate with the product, handled all outreach and communication, worked with designers to create branded boxes and merch, and coordinated delivery of product boxes. The result was 100% free, organic content from several of these influencers, resulting in an overnight 2,000% + spike in web traffic, a 293.04% increase in video views on Tiktok, and an increase in reach of 274.03%, plus a ripple effect of messages, thousands of new followers, and celebrities reaching out inquiring about the product.
Comprehensive Digital Marketing Strategy and Setup
I began working with a brand new, frozen novelty brand about a year prior to its retail launch, to develop its brand voice and tone and establish its digital presence. I created all internal brand kits and guides, conducted market research and competitor analysis, and developed and built out all of the brand’s social media and digital marketing platforms, including setup of all social media platforms, ad accounts, Google business account, website, and all marketing campaigns. In this long-term project, I wrote all web copy, created brand kits, and guided the brand’s identity and market placement from initial brainstorming stages to on shelves at major national retailers like Sprouts.
CPG Brand PR Campaign to Gain Earned Media
As director of marketing, I owned all PR outreach and strategy for two ice cream brands working with a limited budget, who had been underwhelmed and unhappy with past PR agencies they’d worked with. With limited time and resources, I developed numerous pitch angles based upon seasonality and storytelling pillars, sent them to members of the press, and secured earned media placements in VegNews, Buzzfeed, Pop Sugar, Fortune, and Veg Out, and secured the brand founders numerous guest spots on podcasts. I also wrote and published numerous press releases which were picked up in major outlets like Yahoo Finance.
Managed and Led Instacart Advertising
For multiple years, I developed, oversaw, and single-handedly managed all Instacart advertising campaign efforts for a woman-owned, small brand with a very limited advertising budget. I owned all setup and ad campaign builds, continually monitored campaigns, A/B tested approaches and strategies, created all branding copy and creative for campaigns, and managed the budget. The result was a reliable marketing strategy that drove in-store velocities with month-over-month positive ROAS.
Oversaw Influencer Marketing to Raise Awareness of Retail Brand
From 2021 - 2024 I oversaw and managed all influencer marketing efforts for a small, plant-based CPG brand, working with a very lean budget with the goal of building and raising awareness and ultimately driving velocity of sales in market regions where product was new in stores. Over the summer of 2021, the brand saw a 30% spike in regional sales where influencer marketing was utilized, with $0 spent in paid ads or other paid marketing initiatives, plus an increase of 7k Instagram followers over the first year of working together.
Working with an emerging CPG brand whose founders were unhappy with the options produced by an advertising agency, I took over crafting product packaging copy for their vegan, retro-inspired frozen fudge pops. I conducted a top-to-bottom exercise to craft the brand voice and tone, and wrote the packaging copy that ended up on retail shelves. Touching on the inherent nostalgia of the product but also capturing the brand's forward-thinking ethos, I crafted tongue-in-cheek, self-aware copy that spoke to the longing for simpler times, but encouraged consumers to consider the good old days could perhaps be yet to come. Designed to land with millennial and Gen Z shoppers, the copy emphasized the better-for-you ingredients and reinvented characteristics of the product and reminded shoppers they could reclaim simper joys from childhood with all the modern perks consumers look for. This final copy ended up on shelves at major retailers nationwide.
I worked with a well-known, woman-owned CPG brand who makes Asian sauces and noodles, known for their proud + loud flavors and voice. The brand had an existing email audience and content built out in Klaviyo, but needed an expert eye to edit and optimize all flows and campaigns, improve click and conversions, and oversee all metrics and copy as the focus shifted from DTC only to more of a emphasis on retail velocity. Over a 6-month period, I grew average open rates into the 70% range -- far higher than industry standards -- built out optimized post-purchase, abandoned cart, and welcome flows which garnered improved open and click rates. I continued to build upon the storytelling the brand is known for, with a blend of promo content, recipes, a weekly founder's newsletter, product spotlights, and cultural commentary. I owned all copywriting and designs, working within a strong existing brand identity.