JUST DATE
A nationally distributed mission-driven CPG brand focused on challenging mainstream sugar consumption with better-for-you sweeteners.
During my tenure with the Just Date team, I played a pivotal role in expanding their content marketing initiatives through a consistent, strategic, multi-channel approach. Here's a breakdown of my contributions:
Existing channel optimization
Established consistent and strategic multi-channel content publication.
Led a comprehensive website refresh, for optimized UX and on-brand look and feel.
Revamped the Amazon storefront in alignment with updated brand identity.
Ideated, executed, and produced new print and sales collateral.
Authored resonant lifestyle and thought leadership blog content.
Developed original, quality-tested, and mission-aligned recipes.
New initiatives
Pioneered and conducted A/B testing for Meta ads.
Initiated ongoing brand promoter activations on Aspire.
Directed the planning, execution, and content publication for a key product launch.
Produced and directed elevated, on-brand product and lifestyle photoshoots.
Cultivated partnerships with fellow CPG brands for shared reach and growth.
From Samantha Abramson, CEO, Just Date
“Caitlin is a dream to work with. Not only does she have a brilliant creative eye and a deep sense for creating a brand identity, she also has the organization and thoughtfulness of a seasoned producer. She creates and produces video content, printed content, website content, copy, influencer and brand partnerships, photo shoots - any content needed Caitlin is a wonderful creative partner who excels at storytelling. At Just Date, Caitlin created a vibrant, ownable, fun, and delicious world that we’ll be thrilled to use for years. I can’t recommend Caitlin highly enough - beyond the depth of her creative and production skills, she’s a wonderful human.”
WEBSITE
Collaborated with a web designer to enhance the brand's online presence in preparation for a significant product launch.
Strategic focus
Refreshed the brand experience by updating photography and brand colors throughout the site.
Introduced dedicated ingredient pages.
Revamped the look and feel of the product detail pages (PDP).
Implemented custom navigation in the recipes section to facilitate UX.
EMAIL MARKETING
Cohesive storytelling played a pivotal role in cultivating a heightened sense of intimacy between the company and its consumers.
Strategic focus
Enhanced consistency and frequency.
Crafted compelling and meaningful content.
Adopted a more direct editorial voice.
Results
Open rate increased 73%
Primary subscriber list doubled