During my 2+ years at Crux Fermentation Project in Bend, Oregon, I served as a Social Media Expert and Digital Marketer, developing and executing strategies to boost visibility, engagement, and follower growth. By creating compelling visuals, eye-catching graphics, and strong CTAs, I effectively showcased the brewery’s unique offerings and outdoor-focused brand. I also fostered community engagement through regular interaction and event promotions, driving both local and regional attention. This approach led to significant growth in followers, increased shares and comments, and heightened brand visibility, ultimately strengthening Crux’s online presence and connection with its audience.

Challenge

The craft beer industry is fiercely competitive, requiring brands to stand out not only through their products but also through their digital storytelling. Crux needed a cohesive digital marketing strategy to drive engagement, grow its online community, and increase direct-to-consumer sales.

Approach

1. Content Creation and Platform Management

• Developed and managed content for Instagram, Facebook, TikTok, Google, Twitter, and LinkedIn, tailoring messaging and visuals for each platform’s unique audience.
• Designed digital assets, including graphics, videos, and photography, to ensure cohesive branding across all channels

2. Influencer and Creator Collaborations

• Partnered with local and national influencers to showcase Crux’s offerings in an authentic, engaging manner.
• Coordinated campaigns that highlighted seasonal beers, events, and behind-the-scenes brewery experiences.

3. Data-Driven Strategy

• Tracked and analyzed performance metrics across all digital channels, optimizing campaigns based on engagement, reach, and conversion rates.
• Presented monthly analytics reports, offering insights to refine the overall marketing strategy.

4. Email Marketing

• Managed, created, and tracked D2C email marketing campaigns, focusing on product launches, events, and promotions.
• Achieved consistent open rates above industry standards by crafting compelling subject lines and segmented content.

Results

• Increased Instagram followers by 8%, Facebook engagement by 21%, and TikTok views by 100% within two years.
• Boosted D2C email open rates to 48% and improved click-through rates which directly contributing to an increase in online sales.
• Strengthened brand identity by creating consistent, high-quality content that resonated with Crux’s target audience.
• Established long-term partnerships with key influencers, driving brand awareness and loyalty.

Conclusion

Through a combination of creative storytelling, strategic partnerships, and data-informed decisions, I successfully expanded Crux Fermentation Project’s digital presence and cultivated a thriving online community. This experience underscores my ability to elevate brand visibility and engagement in competitive markets.