Role: Digital Marketing Strategist & Creative Director

Objective: Ground Up Grain needed to grow its online sales and strengthen its presence across digital channels—all while balancing the needs of a national e-commerce audience and a hyper-local community. My role was to build a cohesive, data-driven strategy that tied social, email, and paid media together while giving ownership the insights they needed to make confident business decisions.

Strategy and Execution: I developed a seasonal content and campaign framework rooted in education and storytelling. On social media, I managed content and collaborated with a designer to ensure each campaign was visually sharp and on-brand. I built a profitable email program that combined product education with high-value launches, while Meta ad campaigns consistently delivered well above industry averages, peaking at a ROAS of 18 during Black Friday–Cyber Monday. Throughout, I tracked and reported performance in clear, actionable ways, helping ownership connect the dots between marketing efforts and business growth.

Results: Online sales rose 200%, orders 250%, and sessions 238% year-over-year. Facebook reach grew 2,100% with a 1,200% jump in interactions, while Instagram reach climbed 249%—with organic reach alone increasing 469K%. Email campaigns achieved a 99% delivery rate, a 52% open rate, and an average of $1,322 in revenue per send. Meta campaigns maintained a ROAS of 5+, with key promotions far exceeding that benchmark.

Reflection: By unifying Ground Up Grain’s digital strategy, I helped turn fragmented marketing efforts into a coordinated growth engine. The result was a scalable, measurable approach that drove results while empowering the team with the data and clarity to make the right moves at the right time.