Death Wish Coffee
As the Lifestyle & Experiential Marketing Director at Death Wish Coffee, I played a significant role in driving significant growth and enhancing brand presence.
Strategic Growth Initiatives
Established and implemented a comprehensive lifestyle process, overseeing planning, procurement, ordering, logistics, and photography, resulting in a remarkable 33% ($4.25M) growth in the lifestyle division during the first year.
Developed and managed a release calendar, aligning multiple departments for weekly releases. Successfully planned merchandise and drinkware releases a year in advance to meet and exceed sales goals.
Release Calendar Organization
Product Innovation and Sales Opportunities
Leveraged past release data to craft innovative product offerings and identify sales opportunities, contributing to the continuous success and expansion of the brand.
Directed freelance designers and collaborated with multiple vendors to create premium products that authentically represented the Death Wish Coffee brand vision.
Creative Direction and Collaboration
Retail Store and Experiential Booth Development
Led the design, budgeting, and oversight of the creation of Death Wish Coffee's first retail store in Saratoga Springs.
Designed and managed the experiential mini cafe trade show booth, enhancing brand visibility and engagement.
Customer Engagement Events
Orchestrated event planning, coordination, and promotion for the retail store grand opening and National Coffee Day events, providing unforgettable experiences for hundreds of customers.
Brand Ambassador
Acted as the face and voice of the Death Wish Coffee brand in various media channels, including radio, TV interviews, and social media platforms like Facebook and Instagram lives.
Innovative Marketing Campaigns
Conceptualized and executed a 2-day Penn Station sampling activation, effectively engaging new-to-brand customers.
R&D Conceptualization
Named and conceptualized the top-selling limited-time-offer (LTO) products, such as Gingerdead Coffee and Gingerdead Chocolate Bark.
Conceptualized and outsourced the design of DEWI, the Grim Reaper social media mascot character, adding a unique and memorable element to the brand
