Winter, spring, summer & fall…
From day one at the organization, Meredith managed the editorial marketing calendar for NaturesWay.com, and launched a campaign for every season and product launch.
the nuts and bolts
Deliverables
- Content strategy: briefed copywriters, strategizing merchandising & promo details
- Content management: routed campaign assets through brand and legal approval
- Copywriting: produced terms of service and any FAQs needed
- Content production: leveraged Shopify to create the content needed for each campaign
Unfortunately, these were time sensitive campaigns that, for the most part, are no longer available on the brand’s website.
The Role
- Managed editorial calendar and wrote briefs for each campaign
- Managed a team of writers, designers, and producers
- Strategized the promotion details and desired outcomes with fellow stakeholders, from social media to retail media to customer service
- Produced the content on Shopify, occasionally in real time
- Ensured the campaign launched successfully and on time
The Tools
- Asana helped communicate the promotion details, brief, and requirements across teams
- Figma helped mockup each of the promotions to aid in approval across various stakeholders
- Shopify housed the real time content needed for each campaign
- HubSpot allowed for email delivery to dedicated sends
- Instagram helped communicate the campaigns across channels
The Outcomes
- 4 million people visited the website in 2024 alone to shop, browse, and enjoy the features
- Email open rate skyrocketed from a below average 5-7% to ~30%
- Annual revenue rose from essentially 0 to $1.2million
- DTC grew more YOY than any other channel in the organization