Grocery Outlet

Managed digital marketing and account strategy for one of the nation's largest grocery retailers, Grocery Outlet, with a focus on New Store marketing, supporting approximately 50 store openings annually. Responsibilities included strategizing, executing, and reporting on new store marketing initiatives, managing organic and paid social media campaigns, and partnering directly with independent operators to establish and grow their social media presence. These efforts contributed to an average 8% engagement rate and 300,000+ new followers across supported accounts from 2025–2026. To support rapid growth, I developed scalable marketing systems and led a team of three by implementing Asana workflows, standardized processes, and training documentation that improved operational efficiency and cross-functional collaboration. My portfolio highlights several of these initiatives, including New Store Launch Campaign, Project Management & Account Operations, and the New Stores Creative Refresh.

Creative Refresh

Led a creative refresh of GO New Store Launch Campaign social media by aligning content with updated corporate branding.

A focus on social-first strategy with emphasis on photography, localized imagery, reels, optimized creative for platforms, refreshed captions, support for IOs posting organic content, etc.

Grand Opening Social Media Launch Campaign

Grocery Outlet opens approx. 50 New Stores a year, requiring a scalable, localized marketing strategy to successfully introduce the brand to new markets & establish social media presence.

I managed campaign planning and execution, through organic content, contests, and targeted Meta advertising to build awareness, drive engagement, and support Independent Operators before and after opening.

Key responsibilities included:
- Managing launch campaign timelines and social media execution.
- Developing localized & engaging content
- Managed Client Budget & Dark Ad/Targetting strategies
- Coordinating giveaway campaigns, including: Enter to Win $1,000 in Groceries, $50 Gift Card Giveaway, 5 Days of Bliss, & 1-Year Anniversary Shopping Spree.
- Promoting Grand Opening efforts through Facebook Events, invitation posts, and day-of "Now Open" content on corporate page ft ribbon cuttings, IOs, vendor activations, etc.
- Supporting ongoing campaigns promoting the Grocery Outlet mobile app, weekly circulars, seasonal promotions, and coupons.

Results: a repeatable digital launch framework that helped establish brand recognition in new markets, grow local social media audiences, increase community engagement, drive grand opening attendance, and encourage ongoing store visits through continued digital marketing efforts.

Project/Account Management

As the primary project and account manager for the Grocery Outlet New Stores account, I focused on improving internal processes, communication, and operational efficiency across cross-functional teams. I restructured meeting agendas and reporting to create more productive stakeholder discussions, managed high-level client meetings, and led internal workflow improvements through Asana. I also developed standardized documentation, including an SOP playbook ("Bible") creating scalable processes that improved collaboration, onboarding, and project execution.