Work
I run marketing for a portfolio of wine brands, each with its own voice and audience.
Between the website, the grocery app, the sales deck and the photo shoot, there's usually me: setting the strategy, making the work and making sure it holds up wherever it lands. Here are four projects from seven years of doing it.
BRAND STRATEGY · ECOMMERCE · RETAIL MEDIA · CONTENT · PHOTOGRAPHY
01 · RETAIL MEDIA · PAID MEDIA
Bringing retail media in house
I took Underwood's sponsored ads back from a distributor partner and ran them as a test-and-learn program across five platforms, moving budget to whatever the data proved.
2x
last year's sponsored-ads return
½
the budget for the same sales
10x
redemptions at the point of purchase
02 · ECOMMERCE · BRAND STRATEGY
Six brands, one website
Six wine brands were spread across four websites, one of them more than ten years old. I brought them home to one, with a shared shop and a wine finder.
6
brands on one site
4 → 1
websites retired into one
1
cart for every brand
03 · PRODUCT LAUNCH · CONTENT · PAID MEDIA
Launching Underwood's first non-alcoholic wine
Taking a new product to a new buyer, from packaging and positioning to a stand-alone site and a Dry January push.
7
launch channels, from TikTok to DoorDash
96
points and Double Gold at the San Francisco International Wine Competition
1.8x
January sales vs. the post-launch monthly average
04 · CREATIVE DIRECTION · PHOTOGRAPHY
A brand story shoot on a two-person crew
New pictures for Christopher Michael Wines' new story, from moodboard and shot list to the images in use. I directed, styled and stepped into the frame.
2
people on the crew
2
locations
4
channels the images run on