Monday Night Brewing
Role:
Chief Marketing Officer
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Leading a team of three marketers, I created and executed the grand opening strategies, as well as ongoing marketing strategies, for Monday Night Brewing’s new outer-market taprooms in Birmingham, AL and Nashville, TN.
Marketing activities:Strategy, project managament, email marketing, influencer campaigns, paid and organic social media, PR placements, wholesaler marketing, retailer marketing, grassroots marketing, soft openings, and more.
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Monday Night achieved $2mm+ in revenue goals in year one per taproom—their most successful taproom openings to date. (One of these openings occured during the pandemic of 2020!)
Delivered on-time and on-budget grand openings with PR mentions reaching a combined 1.5 million and influencer campaigns reaching 50k+ per taproom.
A 360 digital strategy to launch the brewery’s latest taproom
A vibrant taproom aesthetic gave way to ‘80s-inspired branding, complete with bright neons and geometric shapes. A fun and energetic social feed paired with an in-your-face, confident brand voice attracted followers and taproom traffic—allowing for record-breaking grand opening sales during the peak of the pandemic.
With strategic VIP influencer and press soft openings, we created an organic buzz on social media and local news outlets, reaching over 50k potential customers from beyond our audience. This resulted in a wildly successful grand opening and sustained sales throughout the first year.
