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.


Portfolio