Key Responsibilities

01.

Brand Management + Design

02.

Marketing Campaign Strategy

03.

Web Management + SEO + Ads

04.

Client Retention

05.

Digital Marketing Oversight

Overview

At Folk, I led the marketing team, overseeing social media managers and graphic designers while driving strategic initiatives across all campaigns. My role encompassed project management, ensuring seamless execution of marketing efforts from ideation to completion. I developed and optimized email and SMS marketing strategies, strengthened client retention, and maintained brand consistency across all digital platforms. Additionally, I managed website SEO to enhance visibility and drive online growth while collaborating with external agencies to expand our reach and effectiveness. My leadership fostered a cohesive team dynamic, elevating our brand’s presence and overall impact.

At Folk

I joined Folk during a pivotal brand transition, stepping in to ensure a seamless evolution across all digital and visual touchpoints. I took the lead in refining and executing brand guidelines, ensuring cohesive and consistent storytelling that resonated with our audience. A key part of my role was overseeing the website design and user experience, ensuring that the platform aligned with the refreshed brand identity. By integrating thoughtful design choices and strategic updates, I optimized the site for both functionality and aesthetic appeal, supporting online growth and a stronger brand presence.

Strategic Campaign Leadership: Led the entire design process and implemented strategic marketing plans for high-impact campaigns.
Brand Management: Maintained brand consistency across all digital assets, ensuring cohesive visual storytelling and messaging.
Social Media Oversight: Managed social media channels and supervised graphic designers to deliver engaging content and grow community engagement.
Email Marketing Excellence: Developed and executed effective email marketing campaigns, increasing open rates and driving customer retention.
Retention Strategies: Created comprehensive retention strategies, including email and SMS campaigns, to boost client engagement and loyalty.
Website Design & Management: Spearheaded website updates and user experience enhancements to optimize online growth and SEO performance.
KPI Tracking & Performance Analytics: Monitored and analyzed key marketing metrics to refine strategies and achieve business objectives.
SEO Implementation: Integrated SEO best practices to improve search rankings and website visibility.
Creative Direction: Oversaw photoshoots and creative content development to support marketing initiatives.

Design EMS Deliverables

Led the development and execution of full-funnel email marketing campaigns—from onboarding and retention to promotions and community engagement.
Oversaw email design and copy, ensuring each campaign aligned with brand voice, visual identity, and overall marketing goals.
Managed the transition between email platforms, maintaining deliverability and improving open and click-through rates during the migration.
Implemented A/B testing strategies for subject lines, CTAs, and layout designs to optimize performance and conversion.
Partnered closely with designers and content creators to produce visually engaging, high-converting email templates.
Used performance data and customer insights to refine segmentation, personalize messaging, and drive member retention and growth.

Website Management

Oversaw the end-to-end management of Folk’s website, ensuring alignment with evolving brand standards and marketing goals.
Spearheaded a full website refresh following a brand evolution, implementing updated visual identity, tone, and messaging across all digital touchpoints.
Led UX enhancements and collaborated with designers and developers to improve site navigation, mobile responsiveness, and overall usability.
Strategized and implemented SEO improvements, resulting in increased organic traffic and stronger online visibility.
Partnered cross-functionally to ensure all site content supported marketing campaigns, conversion goals, and membership growth.

Folk Rebrand photoshoot

As the coordinator and art director for our recent rebrand photoshoot alongside Rebecca-suby-Long, I spearheaded the creative vision and logistical execution to ensure the project's success. Collaborating closely with my marketing team, I developed a comprehensive strategy to align the visual narrative with our brand's updated identity. From conceptualizing mood boards to scouting locations and coordinating with photographers and stylists, my meticulous attention to detail ensured that every aspect of the shoot remained true to our brand ethos. Through effective communication and leadership, I guided the team to produce captivating imagery that authentically represented our brand's essence, resulting in a cohesive and impactful collection of visuals that have since played a pivotal role in our rebranding efforts.

Photography by: Lisa Vortman

Gallery