As a marketing generalist at PineMelon, I have many key responsibilities—brand specialist, photographer, designer, copywriter, video editor, and content creator. In true startup spirit, I use all of my skillset almost every day. Here are a few notable projects I've completed.

Visual identity revamp
The objective was to enhance PineMelon’s visuals to stand out against the competition. Research showed much of the competition opted for a minimalist clean aesthetic, so I defined PineMelon’s identity as warm, abundant, and friendly.

Key deliverables: Set up a in-house photo studio and redefined the process for product photography, conducted a holiday photoshoot with paid models, vibrant locations, and PineMelon food crafted by a local chef, and introduced graphic elements to enhance the friendly yet quirky nature of the brand.

Holiday campaign
Beginning with the holiday photoshoot, I used the edited photos to create a series of creative assets for a month-long campaign utilizing social media ads, email, SMS, and in-app banners.

Results: November saw the highest month over month customer conversions, frequency, and membership conversions in all of 2024.

Packaging design
I designed the PineMelon boxes, holiday bags, and updated all packaging as needed.

Delivery expansion campaign
Developed the creative assets and executed two expansion campaigns targeting new geographic delivery zones.

Key deliverables: Direct mailers to targeted households in the new zip codes, in-app and online banners, email drip campaign, referral contest, and recipe collections utilizing ingredients from food makers in the target areas.

Web content
Tasked with enhancing the app’s messaging and visuals, I created in-app banners and video content with messaging specifically targeting new customers or returning customers. The video below was created to show the PineMelon food journey.