Pop Up Grocer


Director of Marketing, 
2021-2024


Led all marketing programs, expanding from a pop-up concept to a permanent store & café.

Insight(s)


  • Over 30,000 new products launch every year, making “better-for-you” an extremely competitive space. 

  • Shoppers are overwhelmed at the options, and emerging brands have to fight for exposure against Big Food™️.

Strategy


  • Become the destination to discover new grocer items (for both consumers & industry), through memorable shopping experiences.

  • We designed the brand to inspire excitement, wonder and nostalgia for an audience in the mindset of trial and exploration. 

Accomplishments


  • Rebrand - led a visual rebrand and defined company mission statement
     
  • Social & Creative - led a team of creators, doubling IG following by 21k+ followers and becoming an authority in the latest food & bev trends

  • Store Openings - opened stores in NYC, Miami, DC & Denver wearing many many hats, responsible for getting 143K+ people through our doors and buzz in every city

  • Expansion - helped company double in revenue, including national partnerships with Nordstrom and The Hoxton

  • Events - produced  60+ community-driven events across 4 stores

Press 

Inc., New York Times, Time Out, Domino, Thrillist, AdAge, Surface Mag, Eater, Forbes

Miami Pop-Up, 2022
NYC Flagship Store, 2023
Coordinated 30+ press hits across local news & national publications to cover store openings and thought leadership
Led rebrand including logo animation
Nordstrom NYC Pop-Up, 2023
Led a visual rebrand and logo update
Denver Pop-Up, 2022
Relaunched website and shot video header
Creative directed and produced merch
Briefed creators to capture content in our store
Concepted, casted & produced a video taste test with Florida Grandmas
Creative directed all photo shoots and post-production
Led line-inducing events 
Produced and shot ecomm box offering
Designed OOH ads in NYC
Captured content for new menu drops
Turned every event into a vibe
Developed complex brand directory with unique tagging system for 800+ brands
Creative directed all graphics
Managed social team and video creation
Creative directed and produced instagrammable in-store activations