Kahala Brands

 Social Media Strategy 

As a Social + Digital Marketing manager, social media strategy was a key responsibility at Kahala Brands. Using historical data and customer behavioral analysis to inform strategy, creative direction, content execution, brand development, and community management. I worked closely with the brand teams to consistently report on KPI analysis for major franchise brands, including Pinkberry (@PinkberrySwirl), Blimpie (@Blimpie), Great Steak (@GreatSteakOfficial), Maui Wowi Coffee & Smoothies (@MauiWowieHawaiian). Using data analysis to inform messaging and creative decisions, and working closely with the Brand Marketing teams to ensure messaging was aligned with the brand image and seasonal campaigns, all brands that were managed by me grew audience (organic and paid media), increased engagement, and built brand loyalty. 

 Strategic Partnerships - Digital Experience 

During my time managing Pinkberry social media and digital experience, we teamed up with notable partners for major motion pictures, influencer campaigns, and Broadway shows. I strategized, executed, and managed the digital promotion, sweepstakes management, assisted with in-store activations, attended partner events, and collaborated with in-house legal counsel on legal compliance for sweepstakes rules and partnership KPI deliverables (digital performance). Notable Partnerships: Aquaman, Mamma Mia, Be More Chill the Musical, The Good Place, Ugly Dolls, and interactive influencer campaigns. 

 Creative Direction 

Seasonal promotions, photoshoots, video production, branding, digital experience, website updates, campaign launches. Notable: Blimpie brand refresh (Bigger. Better. Blimpie. informed by digital performance trends), Great Steak content design, voice & tone, and audience engagement informed visual language, seasonal artwork informed by data analysis on digital engagement performance for every brand.  

 Community + Reputation Management 

Nurturing our online audience by maintaining constant communication increased engagement, strengthened brand validation, and built a loyal digital community to increase in-store foot traffic. 

 E-Mail and Website 

• Managed Blimpie e-Club, Blimpie brand refresh, and online ordering promotion. 

I worked with our e-mail provider to scrub the Blimpie e-mail subscriber list, removing 20k inactive subscribers. This e-mail list cleanup resulted in a more engaged audience, a 3.5% increase in open-rates, and a 1% improvement in click-through rates.

Through strategic promotion, I grew the Blimpie e-mail subscriber audience by 11k (via ads and sweepstakes) between January 2019-July 2019.

Design: Led a strategy & creative direction for an updated website and new triggered e-mail campaign to maintain an engaged audience. I developed an overall creative direction for a more cohesive branded e-mail art & design that reflected social imagery and brick & mortar branding.

• Launched Great Steak Rewards, collaborated with design and development team to update website and online ordering experience.

Through strategic collaboration and promotion, we launched the Great Steak e-club in April 2019. The subscriber list grew to over 1,800 members through paid and organic digital promotion between April-October 2019.

Design: Working closely with the brand manager, I was a key stakeholder in ideation, e-mail strategy, and creative conception to ensure branding remained consistent across all digital channels.

 Notable Campaigns 

• Pinkberry Seasonal Campaigns.
  Digital activation: Sneak peeks to build excitement, flavor announcement, in-store activations to increase digital growth and engagement. 

• Blimpie Great American Sub Tour. 
  Digital activation: Sneak peeks to build excitement, regional flavor announcements, major sweepstakes promotion to raise brand awareness, increase digital engagement, and grow Blimpie e-club subscriptions.