Speakeasy Ales & Lagers Director of Brand Strategy

Speakeasy Ales & Lagers

Director of Brand Strategy & Media
Apr. 2015 – Nov. 2017

My transition from the San Francisco Brewers Guild to Speakeasy Ales & Lagers was an exciting moment. I enjoyed leading the guild and promoting members, but wasn’t completely satisfied. I wanted to work for one brewery, be a part of a team, and use my skills to drive brand growth and sales. Upon arrival, Speakeasy was on the brink of a brewery expansion, moving from bottles to cans, and introducing new beers. The role was an incredible experience and I was able to shape many different facets of the company.

Responsibilities

Develop brand awareness on a local and national level.
Handle all media inquiries and outreach.
Press releases for all products and major company announcements.
Social media strategy, content creation, publishing, and engagement.
Website management and blog content development.
Plan and execute marketing campaigns.
Design merchandise, point of sale materials, posters, and chain store branding.
Manage and track merchandise.
Process beer donations.
Oversee brewery tour program.
Plan and execute large scale brewery events.
Coordinate company appearances at national events.
Photography and video production.

Performance

Created online merch store generating 21% of total category revenue in 4 months.
Launched a company blog, boosting website traffic by 20%, and page views 35%.
Developed brewery tour program with new training manual & reservation system.
Increased Social media followers: Instagram (32%), Twitter (10%), & Facebook (10%).
Referral traffic from social media increased by 87% on Twitter and 62% on Facebook.
Created 80+ posters, ads, and banners to promote events, products, and pricing within first year of employment.
Garnered 40 media mentions online and in print from April 2015 to January 2016.
Planned and executed 18th Anniversary party for 1,000 attendees generating $12k in revenue.