Marketing for food, drink and FMCG.
From the brief to the shelf to the basket.
I was the first hire at a brewery and took its cans into shops, bars and online, grew a direct-to-consumer beer subscription, and look after email for East Pizzas. I know how far a small team has to stretch.
Sound familiar?
- People love it once they try it. Getting them to try it is the hard part.
- You’re in some great stockists, but sales stall once the launch buzz wears off.
- Every new product launch feels like starting from scratch.
- The founder is still the one pitching to every buyer.
- There’s no one doing the marketing, so it falls to whoever has a spare minute.
- You have a marketing person, but you’re not sure how to lead them or help them grow.
If two or more ring true, it’s time someone owned your marketing.
Your marketing, owned.
Someone owns your marketing, and it isn’t you.
You get your time back, and you can leave it with someone who’s done it before.
Everything works towards a business goal.
A plan led by your customers and your numbers, where brand, product, price and where you sell all pull together, and measured on its success.
Your team, brought along.
I lead your marketing person, in-house or freelance, mentor them so they grow in the role, and bring in specialists I trust.
Where I help
Strategy and plans
Where the brand is going and how marketing gets it there. Commercial goals, a marketing plan and a budget, measured on what they deliver.
Brand and launches
Why people pick yours over the one next to it. Identity, tone of voice and new products from brief to shelf. I created the identity for Leith Helles, Moonwake’s best-selling beer.
Retail and trade
Sales collateral, activations and staff training in stockists, working alongside your sales team so shops and venues can tell customers why to pick you.
Direct to consumer
Shopify websites, Klaviyo email flows and campaigns, subscriptions and loyalty that bring customers back. I’m a Klaviyo partner.
See some of the email work: Brewser · East Pizzas
How we’d work together
It starts with a free 30-minute call. You tell me what’s going on in the business, and I come back with an accurate quote. Then take one, or a mix of all three, shaped around you.
Someone to own the marketing
We set the commercial goals together, then I build the strategy and the plan, lead the work and your team, and bring in the specialists you need.
Clear direction, for you to run
A two-hour strategy session with a written plan in your inbox within 48 hours, or a marketing audit of everything a customer or a buyer meets, from the pack to the webshop. I hand it over, train the team and stay on hand for questions.
The hands-on build
Shopify, Klaviyo flows and campaigns that run without you, retention, loyalty and subscriptions.
Because I’m fractional, I can scale up when there’s a launch or a lot to build, and back down as things settle.
The work
Moonwake Beer Co.I was the first hire at a brewery
Two brewers, a building site and no beer yet. Building the brand and the customer base from nothing, and getting it into the taproom, the shelf and the trade.
BrewserI grew a beer subscription
A craft beer box that had nailed the beer geek and wanted to be approachable. Fixing the website, the process and the reasons people were leaving, before spending anything.
Read more →
SellarI brought a tech company into real life
A software business selling into craft drinks, with two customer bases and no events budget. Getting in front of trade buyers and makers in person, on next to nothing.
Read more →Also worked with East Pizzas, Solvay Society Brewing and Duration Brewing.
In numbers
Moonwake Beer Co.
Brewser
Sellar
From brief to shelf
- First hire at Moonwake Beer Co., where I led its product launches and created the identity for Leith Helles, its best-selling beer.
- Rebranded Solvay Society Brewing and moved it from bottles to cans.
- Helped Duration Brewing pivot from wholesale to direct-to-trade, and grew its direct sales through lockdown.
- Built Brewser’s lifecycle email programme from scratch.
- Look after email marketing for East Pizzas today.
“Sarah is brilliant and her work has shown measurable ROI.”
“Sarah’s creation of a referral system led to a significant increase in revenue, and we likely wouldn’t have achieved our commercial goals without Sarah driving this scheme from idea to execution.”
Start with a chat.
If you’re making something good and you’re not sure what to do next, or whether what you’re doing is working, get in touch and we’ll work it out.