Digital Marketing Manager

As the driving force behind Raw Garden's digital marketing efforts, I took charge of boosting brand visibility and sales. I developed and executed strategies across a range of online channels, including programmatic, social, web, and email marketing, and successfully managed GTM campaigns for three new product launches.

Through A/B testing and market research, I expanded our digital marketing channels by integrating three new platforms, resulting in a 65% increase in revenue. Leveraging data-driven insights, I developed paid marketing strategies for four platforms, while utilizing media calendars and budget trackers to optimize sales and improve conversion rates, as well as streamlined KPI reporting by automating our analytics process with different data platforms.

I enhanced our website's functionality, layout, and design by implementing SEO optimization techniques and user experience best practices and executed various events to raise brand awareness and sales. Working seamlessly across departments, including sales, creative, product, field marketing, and IT, I identified key products that need to be pushed and developed innovative marketing content and strategic campaigns to maximize impact.

Analytic & Management Platforms

As a seasoned manager of creative processes, I took charge of ensuring seamless collaboration between our sales and design teams, leveraging Asana to spearhead all creative conceptualization while maintaining strict regulatory standards.Through my expert guidance, I spearheaded email marketing campaigns on MailerLite, where I revamped the style and content, and utilized its analytics to enhance open rates and click-through rates. Leveraging the power of data, I prioritized Google Analytics to track website and Shopify traffic, enabling us to gain deeper insights into our consumers and create more targeted and effective marketing plans. I also spearheaded ongoing HubSpot integrations to maximize the efficiency of our tiered retail partners for all their marketing needs. With my unwavering commitment to delivering exceptional results, I ensured that our marketing efforts were always impactful, timely and tailored to our target audience.

Sales Content Management

By taking charge of content and design for new product launches and creating tailored sell sheets, I helped to significantly boost brand awareness and sales for Raw Garden. I ensured these sell sheets highlight each product's unique features and benefits, effectively communicating their value proposition to potential customers. Both launches were successful in strengthening brand image and effectively communicating valuable product features.

Digital Integrations

I integrated two cutting-edge e-commerce plug-ins onto our site in order to gain a deeper understanding of consumer buying behavior and effectively track website traffic. By doing this, I was able to compare sales data between our third-party e-commerce sites and our own integrated e-commerce page, allowing us to gain valuable insights into customer behavior and optimize our sales strategies accordingly. Spearheaded the introduction of two new cutting-edge digital channels, one of which is being used to create the first-ever company app. These innovative channels had a transformative impact on our business, driving a 70% increase in sales and a 22% increase in new buyers.

Website Updates & Management

As a web development leader, I prioritize enhancing web design for better functionality, engagement, and design to drive website traffic. I work closely with developers and design teams to identify areas for improvement, making the website more user-friendly, visually appealing, and engaging.

Homepage

  • Revamped the Homepage with a more user-friendly and engaging design, including minimal animations to improve loading speed, while still enhancing layout changes.

  • The result was a 30% increase in traffic, improved SEO, and highlighted important landing pages to drive users to.

Product Landing Pages

  • Streamlined all product landing pages to maintain consistent branding, while adding more information and product callouts to increase consumer purchasing.

Store Locator

  • Optimized Store Locator page by adding filters for location and product availability to better assist consumers.

Strain Page

  • Enhanced Strain page by adding information on strain lineage, as well as primary, secondary, and tertiary aroma tags.

  • Added search filters for name, phenotype, and primary aroma tags, and improved the layout to reduce scroll time.

Press Page

  • Updated Press page with a more visually appealing and organized layout.

  • The link to this page is included in all social pushes promoting the company for extra exposure.

Deal Days Page

  • Introduced a new page to push in-store promotions based on the users closest location.

  • Integrated the internal demo day schedule into public calendars for North CA, South CA, and Central CA promotions.

  • A link to this page is included on all social and digital marketing pushes to increase traffic, awareness, and sales.

Shop Now Page

  • Added e-commerce integrations with online menu platforms to our Shop Now page, allowing users to purchase products directly from the website for better tracking of consumer buying patterns.

FAQ Page

  • Improved FAQ Page by grouping relevant topics together for easier navigation and adding more information to common questions from social media and customer support.

Contact Page

  • Updated to include more detailed information before submitting contact forms for the correct team to assist customers appropriately. Additionally, added a separate contact form for wholesale inquiries.

Live Catalog Page

  • Developed a hidden Live Catalog Page to simplify the buying process for retailers.

  • The page includes live inventory availability and can only be accessed with the correct link and password.

Shopify Management

Boosted Shopify sales by introducing 'Bundles' for slower-moving items, pairing them strategically with popular products and offering a small discount. I promoted this through compelling email and social marketing campaigns that captured our customers' attention. The addition of bundles resulted in a 56% increase in orders and a 43% surge in overall sales.

Utilized both Shopify data and Google Analytics to gain insight into consumer buying behaviors and strategically adjusted pricing to make less popular items more affordable while increasing the prices of our more popular items. This pricing strategy resulted in a 55% boost in Shopify sales during Q4, following impressive growth of 17% and 30% in Q2 and Q3, respectively.

To drive even more sales and generate greater visibility for our newer or lower-priced items, I implemented a monthly newsletter blast that was sent out to all of our website subscribers. Each newsletter featured a curated selection of different deals and offers designed to entice consumers to make a purchase. This initiative increased sales by 65%.

Event Planning & Influencer Management

Successfully planned and executed numerous events that have helped to increase brand awareness and engage consumers. I oversee all aspects of event planning and execution, from vendor management to attendance lists, as well as event ideation and setup. My creative approach to event ideation has resulted in successful campaigns that drive sales growth and elevate brand visibility.

Successfully executed an influencer brunch to promote the launch of our newest product. With strong organizational skills and attention to detail, I orchestrated a team of skilled professionals, including a chef, photographers, PR, and various influencers . Through careful collaboration and creative ideation, I ensured that the event generated appropriate coverage and consistently aligned with our brand values. The end result was an exceptional event that resonated with influencers and effectively promoted our new product.

Production

Experience planning and managing photoshoots. From ideation to execution, I am involved in every stage of the process, creating comprehensive shot lists and run of show checklists to ensure that every detail is accounted for. Drawing on my creative vision and understanding of brand messaging, I work closely with the team to ideate the content that needs to be captured, ensuring that it aligns with our objectives and resonates with our target audience.

Email Marketing

Designed and executed a series of weekly B2B and B2C marketing campaigns that delivered exceptional results. By focusing on promotional incentives and creating educational content, I was able to stimulate sales and move the needle on high-inventory products, boosting sell-through rates. To ensure the ongoing success of these campaigns, I employed data-driven strategies, analyzing metrics from email platforms to track success and make informed decisions to refine future campaigns.

Social Media Strategy

Revamped social media posting strategy by strategically identifying the most effective days and optimal times for engagement. Collaborated on copy and content approvals to ensure consistent brand messaging while adhering to Instagram and Facebook regulations. Spearheaded the social strategy for the successful launch of new product offerings, liaising with our PR agency to maximize exposure and showcase relevant articles on our social channels, ultimately driving brand awareness and boosting sales.

Publications & Press

Collaborated with PR agency and media outlets to amplify brand visibility and raise product awareness for three new product launches.