Work Highlights
Here's a short look into some of the high points I've been able to achieve during my career as a marketing and sales professional.
Deli Revolutionaries
PRIME ROOTS
Plantega menus have been popping up at NYC bodegas and delis throughout the five boroughs. Offering an accessible way for business owners to serve plant-based foods this company has experienced immense growth over the past year.
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One of the key ingredients used in their menu is a plant-based deli meat from Prime Roots. As the main supplier of Prime Roots products in NYC it was paramount that the company highlight what Plantega has to offer.
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I traveled to their new cloud kitchen location in Brooklyn to create a video and interview their Kitchen Manager about their new setup and the possibilities it was opening up for them. This video is part of a series that is currently in development.​
Value Menu
MURRAY HILLBILLY
A few months into the pandemic we noticed that sales at our restaurant were continuing to decline, so I devised a plan to offer more affordable menu options using ingredients we already had on hand.
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We launched our Value Menu through social media, our email newsletter, and three large printed posters that I designed. The poster design and size was made in a way so that people driving down the busy road would be able to see.
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The Value Menu was so successful that even after the dining room restrictions were lifted and people began to spend more we continued to offer it.
Data Analytics
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THE SOCIAL LIGHTS
While working at this social media agency one of my clients was Nature Valley. I was in charge of social media management, which included both organic and paid campaigns. Knowing this is a legacy brand I leveraged previous data to inform future decisions.
I took it upon myself to analyze over $300k in previous ad spends to devise a new strategy for our paid campaigns. The new approach resulted in a 20%+ increase to our engagement.
Video Testimonials
APPETITE FOR CHANGE
While running the Kickstarter campaign for Appetite for Change I worked to feature several prominent local chefs through a video series I created. This included Gavin Kaysen (SPOON AND STABLE) and others who discussed the importance of learning how to prepare and serve food at home.
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Appetite for Change - Kickstarter link
Vegan Starter Kit
The Herbivorous Butcher
Prior to the brick and mortar location we scrambled to come up with $44k to cover unexpected construction costs.
I devised a plan to offer a "vegan starter kit" with a sampling of items that we offered. Since our facility wasn't open yet this was setup as a pre-order option for people that we mainly promoted through social media and our email newsletter.
To entice new customers I setup a robust social media ad campaign that targeted a niche audience in select markets across the country. A week after the campaign launched we were achieving conversions at a rate of less than $4 each with a net profit per kit around $30-$45 per kit.
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We continued the social media ad campaign after we opened but had to limit our spend due to not being able to keep up with the demand it was generating.