PROJECT
Radford Beauty Launch at WAXON + WAXON.ca
Role: Brand Manager
Objective: 8% Merch Sales Attainment + Co-Op Black Friday Promotion
WAXON Laser and Wax Bar operates twenty corporate and franchised owned locations across Canada, with more than ten years as beauty industry experts. WAXON owns two private label lines of skincare Body by WAXON and South Intimate care products which are sold online at WAXON.ca along with other top tier brands such as Velour Beauty, Merben, WeVibe, Radford and more. As Brand Manager for WAXON, I executed Black Friday and Holiday promotions co-funded by vendors that resulted in the brand's highest recorded merchandise sales, beating out pre-pandemic numbers with a 21% YoY increase and 0.2% boost in services per client. Under my direction the 2022 Holiday program set new company benchmarks and will be templated for seasons to come.
PROJECT
Pusateri’s Meatball Amore
Role: Marketing Manager
Objective: Drive sales on prepared foods
Pusateri’s Fine Foods is known for quality European imports and foodie specialties. With rising competition from new/similar retailers, the Marketing team was tasked with creating a campaign that would be approachable to shoppers and drive sales to prepared food categories.
The campaign was advertised with the use of PR, OOH, paid digital + social ads. As the Marketing Manager I led communications with digital + PR teams and initiatives while managing social strategy in-house. Meatball Amore ran for 1-month and contributed an average of +4% increase across each store location.
PROJECT
Good Fortune Burger Month
Role: Brand Manager
Objective: Sales + Awareness to “secret” bar
Good Fortune’s Burger Month capitalized on the May food holiday and ran 1 new promotion each week over the course of the month. As the Brand Manager I developed the strategy to leverage the popularity of its sister brands Sweet Jesus and La Carnita via time sensitive cross-promotions as well as minimum spend food & drink discounts (ie. Each burger purchased comes with one “Good Fortune” to be used on your next visit. Fortunes included free/discounted items from sister brands).
May also marked the rebranding of the location, as we moved away from user-generated content on our channels to strictly original images, a new menu design, and presentation-driven serveware all under my artistic direction. The campaign resulted in a 30% MOM sales boost.
PROJECT
Email Marketing/Newsletter Campaigns
Role: Project Marketing Manager
Objective: CRM, Driving sales to targeted service categories
The Spa and Beauty industry captures a large amount of data from guests, making email marketing the primary CRM stream for the industry. While working for The Ten Spot (a franchise of beauty bars across North America) I was responsible for all E-mail, Smart Automations and SMS Marketing. With over 40 locations our database was +200k contacts and growing which required advanced segmentation by Brand vs. Local, Market, Language (Eng/Fr) and further by specific service offering nuances.
As the Marketing Project Manager, I would present insight and analytics-based reports to Franchise Partners on a monthly basis making adjustments according to business and service category traffic. As well, I compiled analysis for quarterly meetings highlighting key wins, sales generated and growth opportunities. Under my management, the brand consistently exceeded average industry open rates by +3%, secured customer retention and delivered strong conversions. My Email marketing efforts were essential to each new franchise opening, as well as keeping our community engaged through pandemic lockdowns.
PROJECT
Sweet Jesus Cakes + Pints launch
Role: Brand Manager
Objective: Increase Sales, Increase on/offline reach
Have your Cake and Gram it too: Sweet Jesus Cake Launch
Sweet Jesus cakes were developed due to increased customer demand and business interests in growing the Sweet Jesus product line for birthday’s and parties. In January 2018 cakes were launched at 4 corporate test locations. As Brand Manager I led costing, package design, and creative direction for the launch shoot. Additionally, I oversaw paid/organic digital strategy, as well as a collaborative campaign with UBEReats which reached over 100k+ impressions from our channels alone, resulting in cakes selling out of 3/4 test locations. As of today, Sweet Jesus cakes are available in most locations nationally and abroad.
Pints to Go
Similar to the cake program, Sweet Jesus pints allowed for increased shelf life and reach of the product. As a Project Manager, I worked with our Executive Chef on package sourcing and with our roster of artists for branding and design. Pints allowed Sweet Jesus to combat seasonality, increase revenue and grow our experiential marketing and brand partnership initiatives. It opened up new opportunities for Sweet Jesus on food delivery platforms and for catering. I developed year-round strategies and led all communications for brand partnerships and activations. Pints accounted for more than 21% of daily sales post-launch.
