ABOUT
In my role as Creative Services Specialist, I seamlessly orchestrated and scheduled routine email marketing campaigns across seven distinctive brands, ensuring strategic alignment and optimal engagement. I played a pivotal role in shaping the creative direction of marketing collateral and product photography, overseeing the entire process from conception to execution. Additionally, I took charge of designing and producing digital assets for a myriad of marketing initiatives, contributing to a cohesive and impactful online presence. My responsibilities extended to managing Google Ads campaigns for all seven brands, optimizing reach and visibility in the digital landscape.
Beyond the digital realm, I brought brands to life through the design of internal and external experiential layouts for pop-up shops, carefully coordinating material sourcing for interiors to create immersive and memorable brand experiences. I also had the honor of representing the brands at PR events organized by the team, ensuring a strong and positive brand presence. My multifaceted role allowed me to contribute to the holistic marketing strategy, blending creativity, strategic thinking, and effective project management to elevate brand identities and foster meaningful connections with audiences.
Email marketing
In my role, I took charge of conceptualizing, planning, scheduling, creating, and sending all email marketing campaigns/initiatives for seven distinct brands, meticulously targeting carefully curated lists and segments. The success of these campaigns was evident in the exponential increase in online product sales, leading to a substantial profit boost solely attributed to email efforts. Managing the email marketing for all seven brands, I ensured a tailored visual message and tone aligned with each brand's unique image and audience.
The impact of my efforts was exemplified in a remarkable achievement for one brand, where I generated an additional profit of $425,000 within a six-month timeframe. While results varied across brands due to differences in email list sizes and overall engagement levels, the overarching outcome was a significant improvement in sales and heightened brand awareness through strategic email marketing initiatives.
ART DIRECTION & CONTENT CREATION
In addition to meticulously scheduling and crafting email campaigns for each brand, I held the responsibility of planning, capturing, and/or creating visuals essential for all internal marketing initiatives. My work involved a blend of existing brand images inherited from my predecessors and specially curated imagery demanded by upcoming initiatives. These visuals and digital assets served versatile purposes, acting as website-specific images, social media content, videos, print materials, and more. Regardless of the medium, I adeptly conceptualized and, with the collaboration of our photographer, executed photoshoots, ensuring the products were seamlessly integrated into compelling digital content through meticulous editing.
Paddywax, a renowned Nashville-based enterprise, is celebrated for its design-centric candles and complementing decadent fragrances. As part of the DesignWorks Collective umbrella, my role involved conceptualizing, organizing, and executing creative initiatives and photoshoots.
I took charge of photography essential for marketing purposes, especially for scenarios not covered in the initial catalog photoshoots conducted by the brand team. These photoshoots were meticulously organized, staged by me, and expertly captured by an assisting photographer.
Photography needs spanned various themes, including holiday-specific imagery, scent-of-the-month campaigns, new product promotions, design/label changes, and social media visuals. Operating within modest budgets, my team and I creatively utilized readily available materials from our office space, along with spare lighting and photography equipment, to produce the captivating photos featured below. Some images underwent additional manipulation or enhancement using Adobe Photoshop and Adobe Lightroom, all with the aim of serving as key visuals for upcoming campaigns.
In collaboration with Boston Pop Up, Paddywax entrusted me with the creative direction for representing our space. Although the project didn't proceed to execution, I seized the opportunity to design both the interior and exterior of the Paddywax pop-up shop.
To create these designs, I utilized Procreate to skillfully manipulate the layout images provided by the Boston Pop Up team. This allowed me to accurately draw to scale the dimensions and layout of everything necessary to effectively showcase and store the selected products for the pop-up.
Timelapse provided by Procreate
The images below played a pivotal role in shaping the interior planning process. They served as essential references for selecting materials, shelving, and installations in the project.
Although the designs received approval and a budget was established for furnishings, the company, for reasons unknown, opted to discontinue the project. Despite its discontinuation, the experience proved invaluable, allowing me to engage in meaningful discussions with the Boston Pop-Up team about optimal layout practices and customization options. Moreover, the project provided an opportunity for honing my project management skills, including budgeting for both interior and exterior design choices.
Good Citizen Coffee Co, also originating in Nashville, distinguishes itself by offering regeneratively grown and processed coffees, embodying a commitment to community service. As a creative contributor to this socially conscious brand, I played a key role in delivering compelling visuals tailored to their distinct identity.
My responsibilities encompassed the creation of all marketing collateral, whether photo, video, or design-based, strategically deployed across various channels such as email marketing campaigns, social media, PR placements, website imagery, and banners. Additionally, I spearheaded the rebranding and redesign of their latest packaging, a decision driven by considerations of shelf presence and consumer interpretation against competitors.
Operating within constrained budgets, akin to my experience with Paddywax, my team and I resourcefully utilized available materials from our office space, complemented by spare lighting and photography equipment. This resourcefulness allowed us to craft the captivating visuals showcased below. Furthermore, some images underwent meticulous manipulation or enhancement using Adobe Photoshop and Adobe Lightroom, serving as pivotal visuals for upcoming campaigns.
Occasionally, I made appearances on local TV/news as a representative of the brand, be it for Good Citizen or Stay Golden (refer to the next example). Whether on air myself or supporting a team member, I took charge of staging the scene with our products. Additionally, I ensured thorough preparation, coaching myself and others on key speaking points aligned with the brand and our intended message for that segment.
Stay Golden, a delightful restaurant and coffee shop, prides itself on serving breakfast and lunch crafted from scratch, using whole, never-processed ingredients. Specializing in artisanal coffees, cocktails, and Nashville Scene award-winning dishes like the Southern Staple and Meatloaf Sandwich, Stay Golden sets itself apart in culinary excellence.
What adds to its uniqueness is its physical proximity to our office suite and its affiliation with our sister brand, Good Citizen Coffee Co, whose coffee it serves. This close connection provided my team and me with a hands-on opportunity for creative marketing initiatives.
My role involved organizing and executing photoshoots for new menu items, PR placements, social media, and website content. Collaborating with the Offline Restaurant Club and their ambassadors, I ensured optimal representation of our specialty coffees and dishes. This collaboration included strategic communication with the kitchen, focusing on showcasing popular dishes and visually appealing options based on consumer preferences and data.