Peter Lawrence

Branding & Launch Strategy for Black Geisha Coffee Liqueur

Brand Identity, Web Development, Marketing, Technical Solutions

As the Director of Marketing for Black Geisha Coffee Liqueur, I led the strategic planning and execution of the brand's market introduction. This included:

• Developing the brand identity and digital presence
• Implementing innovative technical solutions to streamline online sales
• Branding design and content creation
• Coordinating a $10k giveaway campaign

The efforts resulted in a significant online sales increase and expanded market reach through strategic retailer partnerships.

Mobile App Marketing

Branding, Digital Marketing, Event Management

At Knit, my role as Co-founder involved spearheading the brand's identity and engagement strategies from the ground up, focusing on:

• Establishing a cohesive brand image across multiple platforms
• Coordinated growth marketing campaigns across the mobile app stores
• Development of sharing oriented product features to increase organic growth

COHA's E-commerce Platform

Web Development, Fashion Photography, Branding

Worked with COHA to advise on and implement a new modernized ecommerce website to relieve the pressure on the company's manual processes.

• Liaising with developers to clearly define business requirements
• Implementing a new booking system for dress rentals
• Conducting high-quality fashion photography to enhance product visuals
• Configuring an automated email booking reminder system

Online Learning Platform for M.S Study

Melbourne University, Web Development, Project Management

In partnership with Melbourne University, I served as project manager working with the PhDs, designers, and engineering team to scope and guide the development of a specialised online e-learning platform for a series of Online Multiple Sclerosis studies.

• Scoping, designing, and managing development of a comprehensive online learning environment to facilitate accessible education for MS patients.
• Blind testing features which allowed for control and test groups to partake simultaneously
• Implementing digital marketing campaigns to boost study awareness and enrolment
• Producing documentation and training resources for the study team

Email Marketing Automation

Klaviyo Integration, E-commerce Optimization, Customer Retention

At Rosso Coffee Roasters, I implemented a sophisticated email marketing strategy using Shopify and Klaviyo to enhance customer engagement and sales. This project involved:

• Setting up a comprehensive series of automated email flows including Welcome Series, Abandoned Cart Recovery, Customer Win-back, and Repeat Purchase/Review Requests.
• Integrating Shopify with Klaviyo to streamline customer data management and trigger personalized email campaigns based on customer behavior.
• Utilizing targeted discounts and promotional offers to incentivize first-time purchases and reward loyal customers.

The implementation of these Klaviyo automations led to a 20% increase in sales, demonstrating the effectiveness of targeted, automated email marketing in boosting e-commerce revenue.

Online Brand Management

Social Media Strategy, Digital Branding, Online Presence Management

Project Overview: As the driving force behind Rosso Coffee's digital presence, I managed and executed a dynamic content strategy across multiple platforms to enhance brand visibility and engage a diverse audience.

• Social Media Engagement: Oversees the execution of Rosso Coffee's digital content across platforms like Instagram, Facebook, and TikTok to maintain brand voice and aesthetic.
• Digital Listings & SEO: Manages updates on Google My Business, Bing Places, and Apple Business Connect to ensure accuracy and enhance local search visibility.
• Website Management: Updates cafe pages, menus, and event listings on the Rosso website, keeping the digital presence fresh and consistent.
• Analytics & Optimization: Utilizes analytics tools to enhance content strategies, improving engagement and conversion rates.

Giveaway Lead Acquisition Campaign

Digital Marketing, Email Marketing, Social Media

Executed a targeted giveaway campaign across Facebook, TikTok, and Instagram for a specialty coffee brand, achieving a notable increase in ROI and customer engagement.

• Utilized diverse creatives such as videos, photos, and stories to engage participants.
• Expanded the customer database by 7k+ emails through contest-driven email sign-ups.
• Improved sales resulting in a return on campaign investment of 2x

Photography

Rosso, Black Geisha, Boston Black, COHA, Faxmag

E-commerce, Branding, Photography

Extensive body of Photography spanning product, lifestyle and event photography across multiple clients. Significantly enhancing the visual appeal of their online presences.

• Fashion photography for COHA
• Product Photography for Rosso, Black Geisha, and Boston Black
• Hero Videos for Rosso and Black Geisha

SEO and Content Writing

SEO, Blogs, Content Creation

After establishing a strong web presence for the Rosso Brands the next step was to analyse popular search keywords and create blog posts targeted to them.

• Published over 100 blog posts, focusing on quality content tailored for SEO.
• Achieved an average of 1,000 views per post, significantly increasing website engagement.
• Contributed to enhanced search engine rankings, driving more organic traffic to the site.

Blog Links: Rosso | Boston Black | Black Geisha