As the Digital Marketing Manager for Greenleaf Kitchen & Cocktails, I had the fortunate responsibility of elevating the guest experience, leading successful marketing projects that boosted incremental sales +500% YoY. From launching new market strategies, seasonal menu rollouts and digital campaigns, to creative development, event promotion and day-to-day digital strategy, I also served as the brand’s in-house photographer and creative director for all campaigns, menus, social media and events. To maintain Greenleaf’s new branding, I now serve as the brand’s freelance photographer for campaigns and seasonal menus.
D I G I T A L
A core responsibility of my role at Greenleaf included leading day-to-day digital initiatives such as social media, email marketing, loyalty retention, paid media, influencers, third party delivery services and reputation management. With integrated strategies that engaged new and existing guests, I increased Greenleaf’s loyalty subscriber list +350% YoY using paid acquisition and social media giveaways, reaching guests via segmented email, SMS and gamification on the mobile app. Utilizing existing data to inform future digital strategies, I crafted email campaigns that averaged a +28% open rate and +2% click through rate YoY, followed by a +25% increase in follower growth and +274% boost in engagement on social media. To enhance organic efforts, I managed the digital team at a marketing agency to execute paid media, using dynamic creative and competitive targeting strategies, resulting in 4:1 ROAS and a -79% decrease in CPL.
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CAMPAIGN MANAGEMENT
Each quarter, Greenleaf introduces innovative seasonal menu items for a spin on the core flavor palette. Keeping guests on their toes for what’s to come each season, I developed and managed integrated brand campaigns that aligned with seasonal menu rollouts throughout summer and fall 2021, as well as winter 2022, respectively including #GuiltFreeAtGreenleaf, Savor the Season and Right for You. By combining digital efforts with in-store activations, trial promotions, influencer support and rewards retention strategies, all seasonal menu sales increased over +500% YoY.
Additionally, as an LGBTQ+ owned business, Pride was a significant cultural pillar that we as a company wanted to celebrate with our communities. I produced three sold-out Drag Brunch events at Greenleaf Venice beginning during Pride Month, positioning the brand as a festive, diverse and inclusive environment. For the finest drag queens from coast to coast, I collaborated with the operations team to transform the restaurant patio into a glamorous drag show runway surrounded by raving brunchers, boosting brunch sales +30% WoW.
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NEW STORE OPENINGS
Throughout the COVID 19 pandemic, Greenleaf fortunately experienced rapid growth, opening 7 new locations across the US, including an upscale, coastal concept called ShoresLAX at the Hyatt Place Hyatt House hotel near LAX Airport. Collaborating closely with the operations and catering teams, I led successful paid digital and field marketing strategies to build brand recognition in new markets such as Chicago, Austin, New York City, River North, and various pockets of Los Angeles. After conducting market research, I tailored Greenleaf’s digital experiences to appeal to new audiences’ lifestyles and interests, building buzz around the delicious healthy offerings and rewarding loyalty program for successful openings.
Additionally, I fostered co-branded partnerships with local fitness clubs, corporate offices, universities and apartment complexes to support Greenleaf’s robust catering program. Through coordination of opening events, business lunches, surprise & delights and menu tastings, marketing contributed to 85% of incremental sales during opening weeks with bounceback promotional cards and rewards.
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C R E A T I V E
Originally, the brand was named Greenleaf Gourmet Chopshop, sporting a dark purple clover logo, busy designs and overall outdated branding. Working closely with the CEO and marketing agency’s design team, I oversaw the rebrand process from digital to in-store experiences, transforming the brand from Greenleaf Gourmet Chopshop to Greenleaf Kitchen & Cocktails, a refreshing, trendy, lifestyle concept.
As the brand photographer and creative director, I led all photoshoots and managed the creative team for marketing collateral from digital campaigns, menus, flyers, and in-store activations. To maintain Greenleaf’s new branding, I now serve as the brand’s freelance photographer for campaigns and seasonal menus.
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STRATEGIC BRAND PARTNERSHIPS
Greenleaf’s rapid expansion across the US presented strategic partnership opportunities with local fitness clubs to build brand recognition, drive trial of popular menu/catering items, and foster healthier, happier communities in new markets. Working closely with the teams at Barry’s Bootcamp in Austin, Chicago, New York City and River North, I launched and managed a dynamic Ambassador Program with hyperlocal, influential Barry’s instructors on social media. Through this ambassador program, Greenleaf received over 2M impressions on social media and a 10% increase in organic leads towards loyalty program. I also coordinated various catering drops for Barry’s events, providing revenue-generating bounceback cards.
With the nature of Greenleaf’s loyal, cocktail-loving guests, the brand participated in various drinking holidays and events such as National Margarita Day, National Tequila Day, Cinco de Mayo and Drag Brunch, presenting strategic partnership opportunities with premium partners including Don Julio and Ketel One. Using a co-branded approach, I coordinated sponsorships to provide free and/or discounted cocktails and bites to guests throughout events, boosting incremental sales +200% YoY.
Throughout Pride weekend in 2021, I coordinated a donation-based partnership with Human Rights Campaign, the largest LGBTQ advocacy group and political lobbying organization in the US. Alongside Greenleaf’s 3x sold-out Drag Brunches, I collaborated with the culinary and operations teams to create Cocktails of the Rainbow, a vibrant cocktail lineup crafted with limited-time, seasonal offerings. For each Cocktail of the Rainbow sold, Greenleaf donated a portion of proceeds to Human Rights Campaign, totaling over 1000 sales during Pride weekend.
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