In January 2019 I was tasked with leading a rebranding project for Marmoset. The main goals of this were to increase visibility of the company’s services, increase e-commerce conversions, and to be louder about the company’s mission: Community.
I managed relationships with a design agency and creative writing agency to first establish a visual and verbal identity. I stayed organized with Asana to help track the progress of updating all branding assets for the company. This included a complete refresh of the website, a brand video and reel, updated merchandise, and a new approach to our digital and social media strategies. Once the website was complete, we partnered with a CRO company to test and improve the user experience.
Upon launch, the marketing team alerted all current and past customers of the updates through email and physical gift mailings. Overall we received positive feedback, customers had a clearer understanding of our services, and we achieved a stronger internal alignment around the brand.
I started Look Out Bolo in November 2016 as an outlet for my creativity and to take a more intentional stab at running my own business. I’ve owned every part of my business, from designing the logo to teaching myself how to weld. I began selling on Etsy and a year into business made the decision to sell from my own website. Since then, I’ve sold online, had my bolos stocked at local consignment shops, and have participated in craft fairs across the Pacific Northwest, including Renegade Craft Fair and the Fisherman’s Village Music Festival. My target audience is indie musicians and you can see one of my bolo ties in Laura Gibson’s Domestication music video which premiered on NPR.
My work can be viewed on my website at www.lookoutbolo.com and Instagram @lookoutbolo
Marmoset had been nurturing relationships and developing leads in a way that was working at a small scale, but there needed to be a formal system in place to track these relationships at the various stages in the customer journey, as well as a process that would allow staff to stay in touch with leads and clients regularly.
I began creating a sales strategy by outlining the sales funnel. This was influenced by the way our CRM was set up, so there was cohesive language and ease of use for staff. This funnel outlines the high level steps a client takes when interacting with our Marketing and Creative Services teams. I also provided a more in-depth document to the teams that outlined what the follow up process would be in each stage.
The Creative Services and Marketing teams have regular weekly meetings, which is where the majority of this outreach takes place. In order to roll this new strategy out, I participated in the first three months of meetings, ensuring each individual understood it thoroughly, and continued to be the main point of support after the strategy was initiated. I also worked with the CEO to bring in an outside sales consultant, and created an ongoing sales training program for the company.
Within the first quarter we began seeing an increase in new leads converting to customers. By setting up a reporting system in our CRM, I was also able to see which existing customers were returning. The company doubled lead conversions from Q1 to Q2 2020.
I worked with artist, Altadore, to build his album release schedule and provide marketing support. I assembled a document for him to follow which included a schedule for releasing singles and different milestones for each social media channel and streaming platform.
We also created hand-poured candles as merchandise to provide a unique incentive to pre-order the record. I designed the label and packaging, created the budget, and managed production.*
* Special thanks to my landlord for not kicking me out after turning my kitchen into a candle factory
The Listening Hour is a marketing campaign designed to maintain relationships with Marmoset’s most important clients. Curated packages were sent every few months to head creatives and producers at advertising agencies around the world. Each package included a record highlighting an artist on the roster, ingredients that pair with the musical theme, and a booklet explaining the connection of them all. I was involved with this project since it’s inception in January 2015, selecting the ingredients, working directly with the visual designer on packaging design and branding, coordinating with vendors, and managing shipping logistics.
Marmoset became a B-corp in 2019 and as the leader of the marketing team, I oversaw the announcement campaign. This consisted of a physical gift package sent to hundreds of clients, social media content and advertisements, and web and print design (which my team coordinated with an external designer on). This campaign was received well by clients, and we were the first music agency to be certified, helping further differentiate our business in the industry. The largest challenge we faced was around branding, as we were in a transitional phase between our old brand system and our new identity.
I served as Line Producer and managed the Visual Content Director for this reel, which highlighted the business’s services, artists, and staff. I was involved in budgeting, the creative ideation phase, and assisted with production on filming days.
Video: https://vimeo.com/254377410
DIGITAL
CRM integration
Data analysis
Experience working closely with development and tech teams
Conversion Rate Optimization and UX
SEO and SEM
Website re-design
LEADERSHIP
Conflict mediation
Hiring and HR
Budget management
Collaborating with sales and creative teams to increase revenue
PROJECTS
Event planning
Brand partnership and sponsorship planning
Managing and executing gift mailings
Building out annual travel calendar and coordinating marketing trips
FUN FACT
I make really good homemade pickles
