PineMelon
An app and online marketplace that connects local farmers, ranchers, and food makers directly to consumers through direct delivery.
Position: Marketing Generalist
Creative development & design
As the Marketing Generalist at PineMelon, I had 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
As PineMelon expanded it’s service region into two new cities, I was tasked with developing the GTM campaigns to drive awareness and excitement around the expansion.
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
In order to enhance PineMelon’s app messaging and visuals, I created in-app banners and video content with messaging that would be shown exclusively to new customers, as well a content experience specifically for returning customers. The video below was created to educate new customers about how PineMelon’s food journey differed from other grocers.
Email marketing
From creating automated winback flows to highly targeted promotional campaigns, nurturing PineMelon’s customer base through email, SMS, and push was a key responsibility. I have a deep understanding of Klaviyo and how to effectively segment an audience base to provide the right messaging, at the right time, in an engaging way.
Here is an example of one of those emails made into a blog post.
Email automation tree