Slingshot Foods

Brand Manager

Overview & Impact

Key Contributions:

Brand Strategy

Content Strategy

Marketing Activation Strategy

Brand Management

Visual Identity

Packaging Design

Website Design

GTM

Opportunity:

Before the Covid-19 pandemic, the pace of American workday mornings was extremely hectic. In fact, 82% of people checked their emails on their phones before getting out of bed, and as a result, 53% of Americans skipped breakfast at least once per week due to a lack of time. These habits not only affected consumer health but also resulted in significant industry revenue losses, with "skippers" contributing to a $4.5 billion missed breakfast revenue opportunity for innovative companies.

Slingshot Foods, a San Francisco-based health food company, saw this as an opportunity to "solve breakfast." However, when I joined the company, the brand identity was minimal. The key product line was unique, and the company had protected its packaging format under a design patent.

Challenge:

With such a unique form factor, retail buyers and consumers were curious but hesitant to adopt the product due to the minimal brand identity. As the new Brand Manager, I had the opportunity to define and grow the brand, strategize consumer engagement, and drive trial and repurchase. My goal was to transform Slingshot Foods into a breakfast brand that consumers love.

Role & Process:

As the Brand Manager, I aimed to expand retail distribution, drive sales at the store level, and cultivate brand consumer affinity, which would ultimately result in the company's growth. I led our team end-to-end across all projects, from ideation to launch, managing a marketing coordinator and designer and ensuring we had leadership buy-in at every step.

Pulling data from Store Sales, SPINS, Social content, and retail Demos for 1:1 iterations, including 2-3 demos per week for 1 year.

I delved deeply into quantitative and qualitative insights, understanding the key consumers, competitive landscape, and retailers. I tested various marketing strategies and content, quickly scrapped what didn't work, and iterated on the most impactful brand identity.

Result:

Our efforts resulted in a brand refresh, with product attributes aligned with packaging and design. We developed and established company-wide brand guidelines and strategized business development initiatives and all B2B2C and B2C marketing campaigns and content.