Project History

The following are samples of projects I've worked on in the past.  Some information has been changed or omitted to protect confidentiality of the businesses. Click on the image to open a pdf document or larger image of each example. RETAIL PROMOTIONS

Peet's Coffee & Tea Summer Promotion Peet's Coffee & Tea – 2 month Summer Cool Down promotion that featured three ice-blended beverages, an iced-coffee home recipe book and "Nice Iced" menu icons to stimulate sales of coffee beans (extended use), seasonal limited-availability teas, and thematic merchandise.   This program generated an incremental $492,000 in sales during a traditionally slow season for coffee bean and coffee bar sales. Cartridge World Plant a Tree, Not a Cartridge Promotion Cartridge World – Plant a Tree, Not a Cartridge promotion.  This promotion was held to coincide with Earth Day and was used to highlight the environmental benefits of refilling printer cartridges instead of buying new cartridges.  For every cartridge that was refilled at a Cartridge World store, $1 was donated to the National Arbor Day Foundation which would allow the foundation to plant a new tree.  With the consumer approach combined with significant national and trade journal press coverage, I was able to increase revenue by +31% at comp stores during April. WEBSITE DEVELOPMENT TableZest Meal Assembly Retailer Website TableZest – Designed to communicate a new concept in meal preparation and to schedule orders and take payment for assembly sessions.  The desired positioning of the brand was Great Meals – Fresh & Local Ingredients – Easy & Fun and targeted busy mom's who have the desire (but not always the time) to prepare healthy, home-cooked meals more often. Cartridge World website before redesign Cartridge World website after redesign Relaunching this site was one of the first priorities I undertook as the new Director of Marketing.  Objectives included increasing web traffic by providing more desirable consumer content and ongoing news and updates, making navigation easier, improving the quality of the overall look and feel, and bringing the design more in line with other brand assets.  I was able to increase website sessions by +829% year-over-year with site relaunch, combined with Search Engine Marketing and increased advertising. NEIGHBORHOOD/GUERRILLA MARKETING Peet's team handing out gift cards to BART riders Peet's banner at BART station Peet's Coffee & Tea – Partnering with Bay Area Rapid Transit, I assembled 6 teams of Peet's employees to hand out Peet's cards pre-loaded with a $2.50 value as well as a coupon for free 1/2-lb. bag of coffee with the purchase of 1/2-lb.   This one day event performed extremely well in 26% redemption rate and an estimated +$75,000 in incremental revenue. MERCHANDISING Improved Peet's bakery display Peet's Coffee & Tea – Developed new pastry positioning and re-launched category with new products, messaging, merchandising and collateral which allowed for price increases.  Program resulted in +$619,000 (+11%) in first 9-months at 60 comp storesvs. prior year +2% and delivered ongoing incremental sales each month. PACKAGING Introduced red Peet's Holiday Blend packaging Peet's Coffee & Tea – Launched new colorful packaging for Holiday and Anniversary Blend coffees resulting in +13% comp store growth of Holiday Blend. SALES COLLATERAL & BROCHURES Led creation of brochure for TableZest TableZest – Consumer sales brochure and direct mail piece Led development of Business Direct brochure for Cartridge World Cartridge World – (B2B) Sales brochure highlighting the benefits of company's Business Direct program.  Targets small business owners and office managers and highlights pertinent services such as free delivery and laser printer expertise. Led development of franchise sales brochure for Cartridge World Cartridge World – (B2B) Franchise Sales brochure intended to inform prospective franchisees about the benefits and support they can anticipate upon buying a new franchise location. DIRECT MAIL Led development of grand opening direct mail for Peet's Led development of grand opening direct mail for Peet's Led development of accountant focused direct mail for Cartridge World PRINT ADVERTISING Led development of quality benefit focused print ads for Cartridge World Led development of environmental benefit focused print ads for Cartridge World Led development of expertise benefit focused print ad for Cartridge World PRESS COVERAGE & RELEASES Acquired press coverage for Plant A Tree, Not a Cartridge promotion for Cartridge World Cartridge World Estimates its U.S. Customers Help Reduce Carbon Emissions by 1 million Pounds in 2007 TableZest Grand Opening Press Kit BUSINESS PLANS Wrote business plan for meal assebly startup that raised investor money and secured SBA loan approval TableZest – Meal Assembly industry startup.  This plan successfully raised angel investment funds and the approval of a $105,000 SBA loan from Wells Fargo prior to opening based upon the merits of the plan.