20K BBL Craft Brewery in the PacNW
Mission: serve as the Fractional CMO to lead the marketing department, identify areas of opportunity, optimize current marketing activities, onboard new marketing personnel, establish a Strategic Marketing Plan and KPIs, create a digital advertising campaign & multi-segment email marketing strategy, optimize sales materials, increase private event revenue, market new food program in taproom, create processes & systems to track marketing metrics
Results: creation of a full-stack Strategic Marketing Plan incorporating email, SMS, social media, digital advertising, SEO, website optimization, and automation to drive revenue for the taproom, wholesale channel, private events, loyalty club, and food program; weekly tracking of marketing KPIs; increases noted in social media post engagement rates and ad CPCs at under $1.00 across the entire campaign
12K BBL Craft Brewery in the NE
Mission: organize & train the sales team, create a Strategic Marketing & Sales Plan, guidance through major distribution network restructure, add new chain authorizations, manage brand sponsorships, organize digital advertising campaign, optimize social media marketing, establish sales & marketing KPIs and data systems to track progress, launch line extensions
Results: 8% increase in wholesale volume over 18 months; new chain authorizations; established KPIs for sales & marketing teams; Strategic Sales & Marketing Plans executed & tracked weekly; established Scorecard systems for personnel; successfully transitioned the brand from one statewide distributor to a network of 10 distributors; initiated & optimized digital advertising campaigns
250K Gal Hard Cider Company in the SE
Mission: increase wholesale volume & distribution, onboard a Sales Rep, build a new Marketing team from the ground up, onboard an Events Coordinator, improve relationships with wholesalers, increase chain authorizations, increase tasting room sales, organize infrastructure of business & create a company-wide strategic business plan that aligns with revenue goals, launch Imperial Cider line, overhaul website & social media campaigns, initiate digital advertising campaigns, construct data analytics tools for sales & marketing departments, reduce expenses
Results: 16% avg increase in wholesale volume over two years; doubled chain authorizations; processes in place for hiring, onboarding & utilizing scorecard systems for personnel; Strategic Business Plan created & KPIs tracked weekly; currently pursuing market expansion; systems in place for private event revenue; increased tasting room revenue by $300K