M CULINARY CONCEPTS . PHOENIX, ARIZONA . 2019 - 2021
How do you revitalize one of the most sought-after catering brands in the Southwest? Focus on their rebellious heritage, reminding audiences where they came from and where they’re going.
M Culinary Concepts hired me on as their Director of Brand & Marketing early in 2019, with the purpose of bringing marketing in house and setting up a fully operational digital-first marketing department. Upon arrival there were no systems, procedures, software, or strategy in place. What they lacked in marketing operations they made up for in other ways. M Culinary had a stellar brand reputation throughout the Southwest, iconic national catering events, and a group of leaders who were ready to get out of the way and scale their marketing efforts. What resulted during our time together was pure magic.
Key Achievements
Reorganized marketing department to have digital-first mindset
Reprioritized marketing efforts – increasing strategy focus from 10% to 65% within 6 months of start date
Implemented a digital-first marketing initiative; bringing in key systems including HubSpot implementation and training for sales and marketing, Asana for creative project management, and Lucky Orange for website heat mapping and behavior tracking
Redesigned and optimized mculinary.com to increase top of funnel leads by 34% and reduce bounce rate by 23% within 3 months
Successfully launched the We Are Rebels brand campaign, boosting brand awareness by over 120%, increased social engagement by 68%, increased leads by 17%
In partnership with executive leadership team worked on brand strategy, repositioning, audience segmentation, voice and tone, and brand architecture
Worked to reduce carbon footprint at key events which saved over 400 lbs. of paper at the Waste Management Phoenix Open by switching over to digital signage; and rescued over 15,000 pounds of food by partnering with WasteNot
Winner of Top Companies to Work For 2021and 5 Zonie Awards for top events
Creative lead on Business Dining Accounts including SRP, Palo Verde Nuclear Power Plant, Nikola, and PetSmart; overseeing environmental branding concepts and implementation of design refresh including signage and menus
Launched At Home Celebration Catering Kits during early COVID, keeping the brand relevant and boosting sales by $150k during a time catering brands across the nation were closing their doors
