Marketing Portfolio

Background

The Shutterbug is the oldest camera store chain in Oregon, with over 54 years in business. As the sole Marketing Manager, I led all marketing efforts across the brand, including website management, social media, co-branded advertising, in-store promotions, and campaign strategy—operating as a one-person marketing team supporting multiple retail locations.

Strategy & Solutions

Art Direction & Brand Evolution
With no established brand standards or visual guidelines, The Shutterbug needed a modern evolution while respecting its legacy. I led the brand’s first major visual refresh, developing a more contemporary look and feel that aligned with today’s marketing channels. This update created consistency across advertising, digital platforms, and in-store materials while preserving the brand’s classic identity.

Multi-Channel Marketing Strategy
The primary business goal was to drive foot traffic to retail locations, with a secondary focus on increasing online sales. I designed and executed multi-channel campaigns using strategically placed digital ads, compelling promotional offers, and co-branded partnerships funded in part by camera manufacturers. To reach audiences beyond social media, I also implemented out-of-home (OOH) advertising, ensuring broad local visibility and stronger brand awareness.

Experiential Marketing & Events
To deepen customer engagement beyond the sales floor, I developed and promoted camera-focused events and brand activations. These experiences allowed customers to interact directly with store staff and camera brands, strengthening trust, education, and brand loyalty while positioning The Shutterbug as a community hub for photographers.

Results

During my tenure, I significantly increased brand exposure, drove strong retail and online sales growth, and achieved high levels of digital engagement. The strategies I implemented left a lasting impact, modernizing the brand and strengthening its connection with both longtime customers and new audiences.

Background

Matt’s BBQ is a Portland food icon with a loyal, cult-like following. While the brand already had strong community support, it lacked a clear and consistent social media strategy. Matt’s BBQ needed a fresh creative vision to elevate its online presence, manage daily customer interactions, post consistently, and help drive awareness and sales during its traditionally slow season.

Strategy & Solutions

Engaging Content & Art Direction
The existing social presence relied heavily on user-generated content, which supported community engagement but didn’t establish a distinct brand identity. I introduced a cohesive visual direction that highlighted Matt’s BBQ’s offerings in a more intentional and appetizing way. Working directly with staff, I styled and captured visually compelling food platters and behind-the-scenes moments that showcased product quality while reinforcing a recognizable brand look.

Consistent Scheduling & Timely Promotions
A major challenge in the past was inconsistent posting. I implemented a reliable content schedule and introduced fresh formats, including short-form video and high-quality product photography. By incorporating reels and featuring people as a natural part of the feed, I created more dynamic, engaging content while clearly communicating daily and weekly specials. This approach kept audiences informed, engaged, and motivated to visit the food truck.

Results

Matt’s BBQ experienced measurable growth in social media followers and engagement, which directly translated into increased customer traffic and sales. The typically slow season was supported by steady business, and customers became more aware of menu items and specials they hadn’t previously known about—demonstrating the impact of a consistent, strategic social media presence.

Background

Portland Brewing is one of those breweries in Portland that you have to know if you are a craft beer consumer. However, like most legacy brewers, they struggled with exposure, with only flagship beers. The brand did not connect with new beer consumers. Upon hire, I crafted a new brand identity for social media.

Action

Engagement Strategy

The engagement strategy first came from post-testing. Front-loading posts to see when the posts perform the best. Then, they examined the types of content the brand wanted to address. Even with chosen topics, the brand could not place everything in 1 outlet. It was strategic placements that worked for both the topic and the outlet—lastly, focusing on the style of content that was possible to create.

Art Direction

Once the outline for the content and art direction is established, the creative can begin—this involves staged photo shoots, graphic design, and videography. Once the creative vision was briefed, we hired one photographer for lifestyle photos. All other content was designed, filmed, or captured by me. Then it was placed into an Instagram 9x9 grid to align the overall direction of all the creatives.

Social Media Campaigns

Campaigns focus on aspects of Portland Brewing’s key foundations and history. I developed two campaigns, “In The Groove Vinyl Black Lager Launch” and the Mactarnahan’s X Portland Originals Campaign. The Mactarnahan’s Campaign focused on the creatives and places of Portland that feed its creative spirit.

Result

Portland Brewing's social media saw increased engagement, follower growth, and a revival in brand awareness.

Background:

Your dad and uncles recognized Pyramid Brewing. But not by people who want to try new beers or craft beer. My task was to make social media more appealing to a younger generation of beer drinkers. The three main issues with their social media were low engagement, no sense of brand, and no art direction.

Action

Art Direction

The first thing I took charge of was creating an art direction that expressed the outdoor adventures and craft beer. Mixing these two styles took a variety of content and copywriting. Unlike Portland Brewing, Pyramid was not stuck to a specific city; it represents the entire Pacific Northwest. Additionally, Pyramid had a restaurant based in Seattle, which accounts for 25% of the content mix.

Engaging Content

The second piece was creating engaging content. Below is content from December 2019. These examples are of content with the highest reach and highest engagement. The top row is the content with the highest reach. The bottom row has the highest engagement.

Consistent Schedule

The last part of the strategy is consistency. Before I was hired, the brand posted once a week if they could. This is not ideal to keep consumers engaged with a brand. I used Hootsuite and Facebook analytics to plan out the most optimal days. Then, I researched holidays, events, or timely news to create a calendar that fosters engagement and provides a sense of consistency.

Result

Pyramid Brewing has a modern, fresh social media feed. It gained traction in engagement.