POSITIONS HELD
VP, Marketing (Brand/Design/Growth) | 2023-2024
Director, Brand Marketing | 2023-2023
Brand Marketing Manager | 2022-2022

TABLE OF CONTENTS
TK-02 Pre-Order Launch
TK-02 Backorder Relaunch
Website Design & Development
Content Development
Brand Activations

Introducing TK-02

The world's most advanced super automatic espresso machine by Terra Kaffe, delivering unparalleled precision, customization, and quality from whole bean coffee.

TK-02 Pre-Order Launch

Developed and executed the go-to-market strategy for the initial preorder launch of TK-02 in Q4 2022. This involved developing positioning, spearheading full-funnel ad campaigns, crafting website product pages, creating an integrated marketing launch plan, implementing a tiered pricing strategy, and producing comprehensive launch assets.

HIGHLIGHTS & IMPACT
TK-02 won awards with International Design Awards, House Beautiful, Launch by NTT, and was a Sprudge Design Finalist.

TK-02 garnered press coverage from Fast Company, Design Milk, Sprudge, WERD, Minimalissimo, and more.

TK-02 drove over 10k pre-orders at a 10x RoAS before selling out and going on waitlist in Q3 2023. Captured over 80% in invoice completion from pre-orders.

TK-02's out-of-home truck wrap & shadow fencing campaign had a click-through-rate that was 24x the industry average.

TK-02 Backorder Relaunch

Spearheaded the backorder relaunch strategy for TK-02 in Q1 2024. This encompassed regular waitlist engagement, pricing strategy development, planning for owned media channels, website backorder functionality implementation, community reviews curation, and creating comprehensive re-launch assets.

HIGHLIGHTS & IMPACT
The TK-02 waitlist generated over 6k sign-ups and drove nearly seven-figures in sales within the first 24 hours of reopen at a 11% CVR and $0 CAC.

During the backorder period when the dynamic batched shipping zone was used, the TK-02 PDP CVR was 58% higher than industry standard.

Terra Kaffe TK-02 relaunch reminder email

Website Design & Development

Led Terra Kaffe's transition from WooCommerce to Shopify, while spearheading results-driven optimizations to enhance performance and user experience.

PDP Waitlist & Back-in-Stock Flow

Drove a 15% placed order rate post back-in-stock (2024).
Site Navigation Update

Redesigned to improve UX by removing the need to hover to see shopping or support links (2024).
PDP Add-to-Cart Flow

Drove a 39% lift in peripheral sales and a 63% lift in Care & Cleaning and 8% lift in Coffee sales YoY (2023).
PDP Frequently Bought Together Zone

Acheived a 39% lift in peripheral sales and a 63% lift in Care & Cleaning and 8% lift in Coffee sales YoY (2023)
PLP Collections Update

Redesigned PLP pages to include sub categories and promotional tiles (2023).
Extended Warranty Upsell Widget

Achieved a 38% lift in attachment rates QoQ since go-live (2024).
PDP Floating Add-to-Cart Button

Drove a 17% lift in users who reached checkout and a 4% lift in conversion rate YoY (2023).
TK-02 Timeline Page

Led development of pre-order update page to share updates and build trust with community (2023).

Content Development

Directed Terra Kaffe's content strategy for email, organic/paid social channels, and TK Mag. Collaborated with creators and brands including A Good Table, Healthy Girl Kitchen, Dana's Bakery, Mr Black, and Maman.

HIGHLIGHTS & IMPACT
Email/SMS Marketing: Drove over 200% lift in list sizes, over 700% lift in revenue, and scaled % of total revenue by over 185% from 2022 to Q2 2024.

'Share Your Cup Count' Campaign: Delivered an almost 80% lift in photo reviews and a 11% lift in 5-star reviews through a community-driven engagement campaign to increase social proofing for prospective customers (Q2 2023).

Holiday Campaign: Increased BF/CM unit performance by over 35% at a 7x RoAS and 3.5x lift in ad spend through robust integrated marketing & promotional strategy (Q4 2023).

'3 Starbucks Faves You Can Make at Home' Campaign: Spearheaded Terra Kaffe's first creator campaign, resulting in a top performing ToFu ad that delivered on a 3x RoAS, compared to usual 1-2x RoAS, and top performing organic social posts (2023).

‘TK-01 Retailer’ Ad: Developed concept and oversaw creative execution of a new BoFu paid social ad designed to drive social proofing, consumer trust, and conversion, ultimately driving a 6x RoAS (2023).

Brand Activations

Oversaw and produced various small to medium-scale activations with partners such as Masters of Good for MOG15 Holiday Pop Up, Likeminds Summer Camp Retreat at Camp Schodack, Racquet House at Rockefeller Center, Indeed Lounge for Tribeca Film Festival, and Terra Kaffe's Shopify Design Panel.