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Marketing & Brand Management
The Butter Book
Brand
The Butter Book
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Role
Brand, Digital & Campaign Strategy/ Marketing Manager - Freelance
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June 2020 - April 2021
DESCRIPTION
The Butter Book is an online baking community co-founded by world-renowned pastry chefs Sébastien Canonne M.O.F. and Jacquy Pfeiffer of The French Pastry School in Chicago.
The platform offers premium video lessons designed to bring professional pastry technique into the home kitchen, with a membership model built around an engaged community of baking enthusiasts.
RESPONSIBILITIES
When I came on board, the brand had strong foundations: exceptional content, a loyal email list, and two of the most respected names in the pastry world behind it. What it lacked was the marketing infrastructure to match. The website wasn't converting, social was underperforming, email had no cohesive design or workflow, and there was no clear omni-channel strategy to drive membership growth.
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My scope covered the full marketing operation: web design, social media management, graphic design, email marketing, PR, influencer relations, and brand partnerships.
STRATEGY & CREATIVE APPROACH
The core opportunity was straightforward: the product was genuinely great, and the audience was there. The work was about building the systems and creative execution to connect the two more effectively.
Every channel needed attention, but the website was the most urgent.Without a marketing site that could clearly communicate the value of the membership and funnel visitors toward a free trial, everything else was working harder than
it needed to.
PROCESS & PRODUCTION
I came in as the sole marketing lead and built the function largely from the ground up. On the website, I collaborated with leadership to design and implement a new marketing site that was cleaner, easier to navigate, and built specifically to drive free trial and paid membership signups.
Social media management
For social, I hired and managed a social media coordinator to lead day-to-day strategy, while I collaborated with the in-house videography team to repurpose premium content into platform-native formats. We also produced live-stream events to deepen engagement and give the community direct access to the chefs.
email marketing
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On email, I redesigned the full template system and built out recurring workflows including the weekly Recipe of the Week series alongside targeted campaign and partnership sends.
Results
The results across the engagement reflected what happens when strong content finally has the marketing infrastructure behind it.
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The new website doubled free trial and paid membership signups and drove a 3x increase in overall traffic year over year. Social media following more than doubled across channels. Email open rates doubled following the redesign, with email signups also growing year over year.
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The holiday campaign was the clearest proof of concept: nearly $100K in revenue and over 1,100 new trial signups within a single month, driven entirely through social, email, paid advertising, and influencer and brand partnerships working in tandem.
LIGHTS
ROLE & CREDITS
Role: Marketing Manager, freelance
Scope:
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Web design and implementation
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Social media strategy and management,
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Graphic design
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Email marketing design and workflow
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PR
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Influencer relations
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Brand partnerships
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Omni-channel campaign creative direction
Brand: The Butter Book, Chicago
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