Employer
- Flowers Foods, parent company of Nature's Own
Date
- May 2018 - Current
Job Responsibilities and Accomplishments
- ● Increased creative development while functioning as Creative Director, Photographer, and Co-Founder of the internal agency
- ● Increased sales and marketing performance by creating world-class designs for brands such as Nature’s Own, Dave’s Killer Bread, Wonder Bread, and Tastykake, increasing equity from $4.3 to $4.9 billion
- ● Managed external creative partnerships with companies like Disney, Sega, Sony, Nickelodeon and the USO
- ● Lead the design team and oversaw external agencies for all creative projects
- ● Manage internal team of 7, while also developing and mentoring their professional development
- ● Integrated stay interviews with department to help retain exceptional talent.
- ● Led website and digital marketing team while steering social media, digital, and print campaigns
- ● Generated $54,000 in annual savings by moving 6 websites under 1 platform.
- ● Drove a 25% improvement in design turnaround time by integrating project management tools.
- ● Saved $2 million by bringing 80% of all design work back in-house.
Frozen II Campaign
In the spring of 2019, Flowers Food was approached by Disney about the possibility of a promotional tie-in with Nature’s Own, the nation’s #1 bread brand.
During the next several months of back-and-forth designs, concepts, and mock-ups, the campaign was finally approved by Disney, and the Frozen II graphics were applied to several Nature’s Own products like the number one, best-selling loaf bread in the country, Nature’s Own Honey Wheat, as well as Butterbread and 100% Whole Wheat.
The promotion was a massive success for both companies.
Building the concept
When tasked with incorporating a very well-known and beloved film IP into a very well-known and beloved food product, it’s a challenging balancing act. Above all, you need to ensure that each brand is equally represented to its respective consumers while also enticing fans of one or the other to purchase this product.
Our team sat down and worked out 6 different concepts, incorporating the assets provided to us by Disney and our own internal designs. We bounced concepts off each other, pitching ideas like removing the cutting board from our own packing to make room for the Frozen II characters, something we’ve never done before.
Happy to say, the process for getting approval was rather quick, with Disney picking their favorite concept after a second round of revisions.
Social Ad Campaign
As with any new product launch or partnership, a strong social media push is required. Together with Disney, we constructed a well-thought-out and cohesive campaign that featured in-store displays, on-shelf, and on-pack messaging, our online push featured digital banner ads featured on several high-profile websites including Instacart and Amazon. The video ad below was part of the social strategy used on Instagram and Facebook.
Video Ad
FROZEN II Video and Social Campaign
Featured on Instagram and Facebook
Generated over 2 million clicks in less than two months.
Good leadership and communication leads to success