Blue Bottle Coffee
From 2015–2019, I was Content Director of Blue Bottle Coffee. I grew the Instagram channel by 400%, launched four holiday collections, brought new SKUs to market, concepted and named new products, managed content across all earned channels, led a team of copywriters, collaborated with the digital and growth teams, and managed PR & Communications during the company’s acquisition by Nestlé.
Pack copy for the brand's first CPG product. The back of the can reads: Don’t let its diminutive size fool you. Cold Brew is pure power, luminous clarity, and electrifying zing.
Concept and copy for Pour Over At Home Kit
Earned press from Bon Appetit for holiday 2021
Product naming for seasonal coffee blend: Neighbor
Naming and pack copy for Barista Box
A page from the 2018 holiday look book (a direct mail campaign)
I gave Blue Bottle's decaf its name: Night Light
Product naming for seasonal coffee blend: Oakland Lights
Viral collaboration with Blue Bottle x Port of Mokha
The $16 coffee collaboration that I led went viral
I created the first robust content team at Blue Bottle Coffee. Our team grew at the speed of the company’s growth, developing into a fully fledged creative department producing industry-defining creative across paid and earned channels. I managed and directed the editorial strategy, developed Blue Bottle’s voice and tone, launched the brand’s first blog “Blue Bottle Coffee Lab,” led a team of writers, collaborated with designers and coffee specialists, wrote pack copy for Blue Bottle’s first CPG products, led humanitarian and philanthropic efforts, was the ghostwriter for the C-suite and handled executive communications, and touched every word that the company published from 2015–2019.