WORK PORTFOLIO
Operations + Management
I see the big picture: when things should happen, who should complete a task, and how to revise and improve plans along the way. I love efficiency and organization, and seeing how something should work operationally comes easy to me.
I also have 6 years of management experience with diverse teams of employees and independent contractors. I lead by example and play to the strengths of my co-workers.
+ As Director of Operations and Marketing for Speedplay, we had a high turnover rate for part time front desk staff. In an attempt to cut down on turnover costs, I developed a program to give staff titles that would help create a sense of dedication to our team as well as develop their personal career skills and goals. For instance, I created positions like Operations Assistant, Social Media Assistant, and VIP + Partnerships, and assigned them based on my staff's strengths. With higher responsibility, our turnover rate decreased immensely, and my team was more productive than ever.
+ At Speedplay, to motivate sales and keep our team on the same page (with a team of 10 front desk and 12 trainers over two locations, it's a difficult thing to do), I sent out a weekly 'info + inspo' sheet. See below for examples.
Branding
Speedplay is my major branding accomplishment. Building off our logo, I designed interior branding, clothing, and a voice that was consistent through all marketing efforts. Speedplay is all about working hard, playing hard, and feeling like a badass athlete.
+ I added 'Find your team' to our marketing efforts to increase our sense of brand community - and it worked. Team challenges in class and incentives to squad up got our clients talking and taking a bigger role in our little fitness community.
+ Merch favorite: As part of Speedplay's work hard/play hard aesthetic, we sold water flasks (which could be used for more fun liquids outside of class).
Stickers designed for a challenge of Beverly Hills vs. DTLA studios
Stickers designed for a challenge of Beverly Hills vs. DTLA studios
Marketing + Social Media
In all my positions, I've never known the luxury of a big budget. A blessing and a curse, of course. I've relied on what I can do myself and with a small team: grassroots marketing and use of free (or cheap) methods like MailChimp, Google Analytics, partnerships, and social media outlets.
+ While prepping for the launch of Speedplay, I distributed flyers and made friendships with complementary businesses in the area. Cross-promotional marketing and partnerships were our most successful tactics. We partnered with big brands like Nike, Reebok, and Soul Cycle, and partnered with small local businesses and micro-influencers as well.
+ My social media strategy for Speedplay was defined by genuine connections, organic growth, and never taking ourselves too seriously. On Instagram especially (our focus for Speedplay), I made sure to respond to every comment, tag, and direct message in the voice of our brand. The accounts following us and liking our photos were clients, and in turn our social media became a powerful tool for driving sales and filling classes.
+ But the powers that be (#potentialinvestors) required more followers. After adopting a more aggressive strategy to grow numbers, Instagram followers grew organically by 1000 over 1 month, and engagement rose to 7%
+ Email marketing was fun: I always focused on content our subscribers looked forward to receiving, and making it pretty to look at. Click below to see examples of my newsletters.
+ Most recently, I've helped Sweat Garage focus their brand strategy and improve accessibility and content on their Instagram. My focus was their great sense of community among their members and staff. Aesthetically, I used red/white/concrete to make their feed more visually appealing.
+ Shortly after taking over Sweat Garage's Instagram, engagement jumped by 52%.
+ I also helped get Sweat Garage up to speed with email marketing, including monthly newsletters to their clients, and automated campaigns like 'First Visit' emails.
Creative Direction
One of my favorite aspects of my Speedplay position was being in charge of all things creative. I worked with photographers, designers, and videographers to creatively direct shoots and design materials. Below is a gallery of shoots I directed for Speedplay and one for Sweat Garage.
Design
Graphic design has always been a pet project since my days designing fan club websites for my childhood boyband obsession. Since then, I've designed a little bit of everything: websites, logos, brochures, giant banners, one sheets, web graphics, social posts…and more.
+ cards
+ logo
+ flyers
+ digital
+ music
