Ground Up Grain

TLDR: 200% sales growth, 250% order growth, 238% sessions up YoY. Facebook reach +2,100%, Instagram reach +249% (organic reach up 469K). Email at 52% open rate / $1,322 avg revenue per send. Meta ROAS 5+ (peaking at 18 during BFCM).

Role: Digital Marketing Strategist & Creative Director

Objective

Grow Ground Up Grain’s online sales and elevate its presence across digital channels—balancing a national e-commerce audience with a hyper-local, community-driven customer base. Build a cohesive strategy that unifies social, email, and paid media while giving ownership clear insights to guide business decisions.

Strategy & Execution

I led an integrated program across brand voice, creative direction, social, email, paid media, and analytics—turning fragmented marketing efforts into a single, coordinated growth engine.

Brand Voice Development

From the outset, Ground Up needed a voice that felt professional but warm—rooted in sustainability and local pride, but accessible to both seasoned bakers and first-timers.
I built a tone framework anchored in:

• Quality & craft

• Local connection

• Transparency & education

• Community & collaboration

Language leaned on sensory details (“nutty,” “stone-milled,” “bright crust”), regional cues, and an invitation-first approach to CTAs. We avoided hype, jargon, and exclusionary baking language, instead building trust through approachable expertise and mission-forward storytelling.

Seasonal Campaign Framework
Built a year-round content calendar tying seasonal products, events, and partnerships into a steady narrative—balancing educational posts, farm features, product spotlights, and customer stories.

Social Media
Managed content end-to-end, collaborating with a designer to ensure every campaign matched the brand’s artisanal identity. Elevated partner farms, recipes, and behind-the-scenes stories, while amplifying UGC to deepen community engagement.

Email
Developed a profitable lifecycle program mixing product education with high-value launches. Implemented basic segmentation and continuous testing (subject lines, offers, creative flow) to lift both engagement and conversions.

Paid Media (Meta)
Three workstreams kept spend efficient and results strong:

• Always-on brand awareness to stay visible across core audiences.

• Conversion-focused campaigns targeting warm audiences with proven creatives.

• Seasonal pushes for promotions like BFCM, where ROAS reached 18.

Analytics & Reporting
Delivered digestible, actionable performance dashboards that tied every channel back to sales and engagement, giving ownership clear next steps.

Results

The integrated strategy paid off with measurable lifts across every channel—driving growth, reach, and revenue while keeping spend efficient.

• E-commerce: Sales up 200%, orders +250%, sessions +238% YoY.

• Social: Facebook reach +2,100% (interactions +1,200%); Instagram reach +249%, with organic reach alone up 469K.

• Email: 99% delivery rate, 52% open rate, $1,322 avg revenue per send.

• Paid Media: ROAS consistently 5+, peaking at 18 during BFCM.

Reflection

By defining Ground Up Grain’s voice and integrating it across every channel, we turned sporadic marketing into a unified growth system. The work wasn’t just about campaigns—it was about building a sustainable marketing infrastructure that blends education, community, and commerce. That system now allows the brand to stretch its reach nationally, deepen local loyalty, and make confident, data-led decisions—while staying true to its mission of supporting regional grain economies.