I joined Lastof7—a luxury pickle brand—as the second employee, working directly with the founder to launch the company from scratch. I handled product development, influencer marketing, paid ads, and creative production before any specialized roles existed.
Product Development
Led product development for 6 pickle varieties from concept to launch, managing the full process: market research, positioning, vendor coordination, packaging, and go-to-market—all within 1-year cycles.
Research & Strategy.
Researched the premium specialty food market to identify positioning opportunities. Analyzed competitors, pricing, and consumer preferences to shape product concepts that could justify premium pricing.
Working with the Founder.
Partnered directly with the CEO to define product strategy and brand positioning for each new variety. Translated business goals into product requirements and launch plans.
Vendor Coordination & Launch.
Managed external product designers and coordinated production timelines. Oversaw packaging design, product specs, and launch readiness to hit deadlines and maintain brand standards.
Influencer Marketing
Built and managed an influencer program with 20+ active partnerships, driving 30% of monthly sales at 3.5x return on investment.
Finding & Vetting Influencers.
Identified food and lifestyle influencers whose audiences matched our target customer: women aged 30-70 in high-income areas. Requested audience data and vetted each partner before committing budget.
Managing Partnerships.
Coordinated 20+ influencer relationships simultaneously—negotiating terms, shipping product, reviewing content, and tracking results. Mixed one-off posts with ongoing partnerships based on performance.
Integration with Social.
Repurposed influencer content across our own social channels. Used top-performing influencer posts to inform our organic and paid creative strategy.
Paid Advertising
Managed a $15K paid media budget across Google and Meta, handling everything from budget allocation to creative production—including directing photoshoots and designing ads in Photoshop.
Budget & Channel Strategy.
Split budget between Google and Meta, ran A/B tests to compare performance, and shifted spend toward Meta after it proved to be the stronger conversion channel.
Creative Production.
Produced all ad creative in-house: directed product photoshoots, edited images in Photoshop, and designed ad variations. Kept production costs low while maintaining brand quality.
Optimization.
Tracked performance across both platforms, tested creative variations and audience targeting, and optimized campaigns based on conversion data.