Crispy Green
Crispy Green
Freeze-dried fruit and air dried snacks
Problem/Challenge
Position brand to grow UPSW / sales via smart and strategic marketing solutions through challenging market conditions, increased commoditized category to a younger Gen X / Next consumer and revive freeze-dried and air-dried fruit business units.
Tasks/Solution
Transformed an unsophisticated marketing department into a brand management data focus department accountable for attainable KPIs and metrics. Instrumented cross-functional comraderie with sales and marketing (out of silos) to hone in on integrated trade shopper marketing programs for BTS within new brand guidelines and revised brand position.
Results/Achievements/KPIs
Projected BTS 15% yoy sales growth via promos, displays, geo-targeted social retail campaign with sales.
Saved company $5k/mo through audit of vendor and agency contract negotiations via smart analytic review.
Projected 2x DTC traffic to increase via Shopify CMS relaunch, social media & influencers MarCom 360 Plan.
Overhauled Klaviyo opt-ins to increase 200% with 6% email open rate improvement via smart reviews.
Steered Performance Marketing campaign KPIs (visits, cac, conversion, AOV, social engagement & signups.
Grew Instagram engagement +80% via content refresh and smart copywriting,
Set-up Nielsen HH panel data assessment along with research surveys for insights & refined positioning forannual marketing awareness and shopper marketing plan development for 2024 & 2025
Re-developed marketing department via analytical approach, p&l budget and led brand style guide refresh.