Monday Night Brewing
Role:
CMO
VP Brand Experience
Marketing Director
Monday Night Brewing is the most award-winning brewery in the Southeast. For four years, I directed all day-to-day marketing activities across the brewery’s wholesale brand presence, as well as its four taprooms spanning Georgia, Alabama, and Tennessee.
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Leading a team of three marketers, I directed and executed the full suite of the brewery’s marketing efforts.
This included go-to-market strategies (over 100 beers/bev alc products across six brands), copywriting, email marketing, website copywriting, content creation, creative direction, social media marketing, digital advertising, influencer campaigns, PR placements, wholesaler marketing, retailer marketing, grassroots marketing, soft openings, event marketing, and more.
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Monday Night Brewing saw an average email open rates increase by 40% with my tailored template and content strategy. Open rates averaged between 55-65% per campaign
Grew Instagram and Facebook audiences by 15% on key social channels, engagement by 50% through social listening cultivating community, and focusing on engagement per impression
Provided creative direction and strategy for rebrand and packaging redesign, boosting wholesale sales 10%
Successfully launched first new taproom in an outer market, hitting $2mm in revenue goals in year one and delivering an on-time and on-budget grand opening
Devised brand strategy for active lifestyle beer, resulting in top-selling liquid in the category statewide
Increased private event sales revenue by over 30% through strategic repositioning, including upsell packages, a landing page optimized for conversions, quality sales pages, and a revamped, scalable product
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.
