The Butter Book Brand Creative

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PROJECT

Launching The French Pastry School's digital presence via an online educational platform through web design, PR, and omni-channel marketing.

ROLE

Marketing Manager,

Creative Lead

COMPANY

The Butter Book

STAKEHOLDER(s)

Co-Founders

SCOPE

Web design and implementation
Social media strategy and management,
Graphic design
Email marketing design and workflow
PR
Influencer relations
Brand partnerships
Omni-channel campaign creative direction

The Brand

The Butter Book is an online baking community co-founded by Sébastien Canonne M.O.F. and Jacquy Pfeiffer, two of the most respected pastry chefs in the country and the founders of The French Pastry School in Chicago.

The platform offers premium video lessons designed to bring professional pastry technique into the home kitchen, built around a paid membership model and an engaged community of serious baking enthusiasts.

The Brief

When I came on, the brand had real assets: a strong email list, a loyal member base, and two names that carried genuine weight in the food world. What it lacked was the infrastructure to convert any of that into growth.

The website wasn't built to drive signups. Social was underperforming. Email had no consistent design, no recurring workflow, and no system behind it. There was no coordinated omni-channel strategy connecting the channels that did exist.

I came in as the sole marketing lead with a mandate to build all of it.

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Website Design

The website was the most urgent problem. Without a marketing site that could clearly communicate the value of the membership and give visitors a clear path to a free trial, every other channel was working against friction that didn't need to exist.

I collaborated with leadership to redesign and implement a new site: cleaner, easier to navigate, and built from the ground up around one goal, getting people to sign up.

Social Media Mgmt.

For social, I hired and managed a social media coordinator to lead day-to-day content, while I worked with the in-house videography team to reformat premium course content for platform-native distribution. We also produced live-stream events to give the community direct access to the chefs, which was a natural extension of what the brand already stood for.

Email Marketing

On email, I redesigned the full template system and built out recurring workflows, including a weekly Recipe of the Week series alongside targeted campaign and promotional sends. The templates gave the brand a consistent visual voice in the inbox for the first time and made the workflow repeatable for whatever came after me.

Halloween

I concepted and led a Halloween Cupcake Decoration Contest as a seasonal community engagement campaign, serving as both creative director and art director from start to finish.

The project required coordinating across four teams at once: recipe development, copywriting for both the blog and social, and video production for content used across organic and paid social channels.

It was one of the cleaner examples of what the brand could do when every channel worked toward the same goal, one recipe, one creative concept, and one community moment executed cohesively end to end.

Holiday Campaign

Everything built across the year came together in the holiday push. The campaign ran across social, email, paid advertising, and influencer and brand partnerships working in tandem, and it was the clearest test of whether the infrastructure I built actually held under pressure.

It did.

The holiday campaign drove nearly $100K in revenue and over 1,100 new trial signups within a single month.

The Results

The holiday campaign was the headline, but the broader numbers told the same story. The new website doubled free trial and paid membership signups and drove a 3x increase in overall traffic year over year. Social following more than doubled across channels. Email open rates doubled following the redesign, with the subscriber list growing steadily alongside it.

What the numbers reflect is what happens when strong content finally has the marketing infrastructure to match. The product was always good enough. It just needed the systems to carry it.