Featured below is my recent work in the B2B and B2C sectors.
CLIENT LIST: Adidas USA, Ford Canada, Healthy Planet, Genuine Health, Rahua, Choice Hotels, Amazon Canada, Vital Facecare, Weleda, thinkThin, Vital Proteins Collagen, Wines of Germany, Vileda, The Detox Market, Hello Fresh, Lowe’s, Treatibles, Sunfoods Superfoods, Dr. Barbara Strum, Omy Laboratories, Just Live CBD, and Planet Mainframe
GRAPEVINE MAGAZINE & BEVERAGE MASTER MAGAZINE
ROLE: Senior International Wine and Beverage Writer & Marketing Content Strategist
Sector: Wine and Beverages
Two B2B trade magazines in the wine, beverage, and alcoholic beverage sectors: Buyers, suppliers, distributors, manufacturers, and sellers. Reaching all geographical markets to strengthen and advance the wine and craft beverage industry throughout North America and around the world.
Cover feature – Industry marketing insights: How brands can increase their sales conversions through effective marketing. “Can You Reinvent The Beverage Marketing Wheel”
Beverage Master B2B trade magazine – The print issue is mailed to over 10,000 established and burgeoning US craft beverage producers, researchers, suppliers, and industry leaders. There are more than 6,000 subscribers for the digital issue who have requested it via email.
Grapevine Magazine: The largest read and circulated viticulture publication in North America (Distribution: 29,000). Readership consists of professionals involved in both winery and vineyard businesses.
Cover feature – New emerging wine regions and opportunities for aspiring brands. “Sweet Vines of Tennessee”
PLANET MAINFRAME
Niche Technology B2B online publication.
ROLE: Managing Editor and Business Development
Sector: Technology
Brand strategy and business development for a niche technology blog established in 2015 received little traction. Devised a business and marketing strategy to help rebrand and transform it into an online publication to compete with Tech Channel. Build relationships within the industry with business and thought-leaders. Build a media kit to showcase Planet Mainframe as a community platform.
Newsletter Strategy: To create a monthly Planet Mainframe email newsletter to update subscribers about new blogs and Planet Mainframe initiatives and ultimately increase traffic to the website. Build a database of subscribers that can be used to send other marketing updates and email blasts for future advertising. Implement and design a monthly email newsletter that is sent to all Planet Mainframe subscribers and offers additional ways to monetize through ad placements in the newsletter.
RESULTS: Increase in authentic readership – from 3,5000 to 14,000+ in 7 months. Since May 2023, the readership has increased by over 50%, with more than 10,000 users and 20,000 visits per month. Upon my arrival, I noticed that the brand was operating as an ad-hoc blog in hopes of attracting industry peers to advertise and contribute content, making it clear that a brand redevelopment was imperative to establish credibility.
Secured podcast and content collaboration with IBM. One-year advertising partnership with Broadcom. Short-term advertisement partnership with Adaptigent and Rocket Software. Short-term (6-month) content collaboration with BMC Software. Now ranked the #1 mainframe blog and news website by traffic, social media, following, and freshness. Consistent editorial calendar with two in-house writers that I mentored. Planned editorial calendar, publishing two weekly features – sponsored and non-sponsored until early January 2024.
Previous Website (Image below): Low engagement. Poor user experience. Inconsistent editorial calendar. Not a reputable source within the industry. This brand was not competing with other mainframe online blogs and publications.
New Website Rebuild (Image below)
GOAL: Create a better user experience by adding categories and designing a website layout that is easy to navigate.
Additions: Mainframe jobs, education, news, trivia, events, podcasts & videos. Planet Mainframe is now an interactive and information B2B online technology publication. More white space for advertisement placements and brand takeovers leads to increased revenue over time.
B2B Mainframe Magazine – Distributed at conferences and available for download. Long-term plans offer advert placements and sponsored brand partnerships. This also includes a custom limited edition Plant Mainframe magazine. For example, a company-exclusive magazine that features content, products, services, and leadership articles for distribution at curated events within the industry. Featured below: Issue 02. Download/View Issue 01
Media Kit
Advertising partnership: Broadcom banner ads – Media assets were created to bolster the sponsored partnership with Broadcom on social media and drive traffic to the Planet Mainframe website. As a result, content becomes evergreen and gains more traction over time. I sourced the images and conceptualized the design layout and ad copy text.
Content development: Devised B2B editorial strategy for brand partners, to create engaging content.
GOAL: Reach business through compelling information while showcasing new products and services being offered or launched.
SHARE Mainframe Conference Booth Design
GOAL: Entice attendees to the Planet Mainframe booth. The creative decision to add flowers and bright colors was a play on the slogan “The Big Iron Thrives”. This ad concept performed quite well paired with the print magazine and t-shirts. This allowed Planted Mainframe to stand out, build a new community, and attract new ad partners and contributors.
Advertisement Placement in the Arcati Mainframe B2B Yearbook – design development and ad copy.
AMERICAN MARIJUANA and BLOOM&OIL
ROLE: Managing Editor
Sector: Cannabis
American Marijuana merged with Bloom&Oil – all content was migrated to this site.
During my time as the Managing Editor of Bloom&Oil, I was responsible for managing the editorial content, design teams, contributors, social media, and brand partnerships within the cannabis industry. The website featured industry news, trends, laws and regulations, innovations, and product launches. We aimed to create a lifestyle website that could appeal to the modern cannabis consumer and transform the stigma associated with cannabis. Eventually, Bloom&Oil was merged with our sister brand, American Marijuana, and all content from this website can now be found there.
American Marijuana – For the new rebuild website I was responsible for content ideation and user experience, working alongside project managers and design teams.
Preview of content I assigned, edited, and formatted that was featured on Bloom&Oil and migrated to AMMA.
Influencer Partnership with southern-rap duo Twang and Round – I worked with T&R to facilitate video features and brand collaborations with cannabis businesses in Tennessee and Kentucky. I interviewed T&R about their involvement in the cannabis industry and its intersection with the music business. I brokered brand partnerships with T&R to collaborate with Bloom&Oil in creating videos for their brand.
Creative Director: Storyboards, ad copy, creative directives, deliverables, and Interview questions.
Treatibles CBD: For this feature, my goal was to showcase pet CBD products and also highlight women in the cannabis industry. I created the storyboard and provided instructions for the filming and editing team.
Our friends, Twang and Round, sat down with the founder of the CBD pet product line, Treatibles. Julianna Carella started Treatibles in 2013. Find out more about Treatible’s products, how it all started, and some changes and challenges within the cannabis space.
Kentucky’s Very Own: Top of the South CBD Dispensary Tour: Country duo Twang & Round explore Kentucky’s Top of the South CBD dispensary with owners Vito Tisdale of Nappy Roots and Patrick Solomon. In this feature they talk about inequalities and injustices within the cannabis industry and how the community can ensure the future of legal cannabis doesn’t leave minorities behind.
For this feature, I wanted to showcase the diversity within the cannabis industry. I leveraged my industry relationships to bring Bloom&Oil video content from cannabis industry professionals from diverse backgrounds.
Marijuana with a Mission: LLEAF Dispensary Tour: I reached out to LLEAF Dispensary to film this feature. Created storyboard and directives for the filming and editing team.
In collaboration with Southern rap duo Twang and Round – LLEAF Dispensary in Tennessee is a family-owned business that offers high-quality cannabis products at affordable prices. Founded by Sgt. Deanna Hunt-Barrett, a retired USAR officer, the dispensary aims to help disabled veterans and first responders experience the healing medical benefits of cannabis. Deanna and Drew offer professional medical recommendations to educate consumers and reduce the stigma surrounding cannabis usage.
TREATIBLES CBD – Pet CBD Brand
ROLE: Senior Communication & Marketing Content Strategist
Sector: Cannabis
Newsletter, Blog Content, and Copy Strategy for Retailers and Existing Customers: Education on products with Valerian Root.
Curate and write Treatibles blogs and ad copy.
You can view more of my written content for Treatibles here: https://treatibles.com/blog/
My goal for Treatibles is to create marketing materials that are timeless and can be used across various platforms to attract both retailers and consumers. The content strategy focuses on utilizing the brand’s messaging in different ways, such as in newsletters, media kits, press releases, and social media, to serve multiple purposes.
