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GRANOLA LOVE

DESCRIPTION

Founded by world-renowned chefs Sébastien Canonne M.O.F & Jacquy Pfeiffer of The French Pastry School, The Butter Book is an online baking community with video lessons designed to inspire sweet and delicious creations in the kitchen.

RESPONSIBILITIES

Marketing Manager, Social Media Management, Graphic Design, Web Design, PR/Influencer, Partnerships

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THE BUTTER BOOK

WEB DESIGN

The first major pain point for the brand was the need for a marketing website that could promote and funnel users to the premium website. Collaborating with leadership, I designed and implemented a new website that was both functional and easy to navigate. The new website accomplished a few goals including: doubling free trial and paid membership signups, a 3x increase in overall website traffic YoY, and a boost in the brand's social media following.

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SOCIAL MEDIA MANAGEMENT

Being a consumer-facing brand, the social strategy was imperative to the brand's success. I hired and managed a social media coordinator who spearheaded the social strategy.

 

I collaborated with the in-house videography team to repurpose the premium site's content into bite-sized, social friendly formats along with producing live-stream events to boost engagement and fan interactions.

 

With these strategies in place, we more than doubled the brand's social media following across their various channels.

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EMAIL MARKETING

The brand had a loyal email list but no cohesive design or workflow. I designed and implemented various email marketing campaigns including the weekly Recipe of Week along with specific campaign emails and partnership collaborations.

With the fresh redesign and strategically implemented touch points, we doubled our open rates and increased email signups YoY.  

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OMNI-CHANNEL HOLIDAY CAMPAIGN

With the holidays being a pivotal time for the brand, I orchestrated the creative direction and implementation of a pioneering holiday campaign, resulting in nearly $100K+ revenue and 1,100+ new trial sign-ups within a month through adept utilization of social media, email marketing, paid advertising, and brand/influencer partnerships.

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