Weee!
Brand Marketing Manager
Overview & Impact
Key Contributions:
Brand Strategy
Content Strategy
Campaign Activation Strategy
New User Acquisition
GTM
Opportunity: Weee! is the leading Asian and Hispanic e-grocer in the U.S. that sources and delivers products directly to customers, offering more than 15,000 products with nationwide shipping across 48 states. Weee! From a food delivery app to a cultural hub.
My Role: Brand strategist across paid media, evergreen content, seasonal integrated campaigns, and partnerships. Define positioning, brand guidelines, marketing strategies, GTM, and product updates that resonate with a broader and diverse audience, and increase engagement, user adoption, and purchase. A highly cross-functional role required consistent alignment across Merchandising, Design, Ops Strategy, Product, Legal, Warehousing, Community, and Customer Service teams.
Project 1: New User Email Series
Opportunity
The Weee! platform offered a generous first-time purchase discount. The offer increased new user signups, yet data showed a relevant percentage did not make a first purchase. How can Weee! convert these users? Can branded content drive the lifecycle of these users?
My Role
Exploring methods to drive brand consideration, engagement, and first purchase. I partnered with the director of growth marketing to develop a new user email series. Leveraging user data and the brand strategy blueprint, I finalized branded content to highlight the key product differentiators and value proposition. Together we determined the cadence and specific content for each email in the series. Ensuring full-buy in from all cross-functional partners, I supported the development process with designers, copywriters, and the product team through to launch.
Result
200% increase in open rate
100% increase in add-to-cart
Above benchmark on first purchase conversion
Impressed with the initial outcome, leadership gave approval for user retention with a ‘Second Purchase’ email series.
Project 2: Integrated Campaign, Weee! + Disney
Opportunity
Approchcd by Disney / Pixar to aid in a shared promotional campaign in anticipation for Turning Red.
Weee! confirmed target audience alignment to drive brand consideration by celebrating the release of their new film Turning Red, with Landing Page and select paid assets.
My Role & Process
As the key Brand Strategiest on the Weee! team, I partnered with Disney to determine the content and messaging for the campaign.
Goal: Identify campaign creative and determine all user touchpoints that would resonate with Weee! target audience and drive brand consideration while staying true to Disney branding. determining what consumer touchpoints would be activated. Disney and Weee! team. Together we strategized and determined the project scope, all consumer touchpoints, communication strategy, campaign content, asset development, and launch. We worked closely with all stakeholders ensuring buy-in and alignment across Weee! and Disney business goals.
Result
Launched an integrated campaign across Weee! Landing page, Email/Push, Paid Social (FB / IG/YT/Google), Organic Social, Influencer, Field - Local News, PR, In Box Flyers, and Community Tab Recipe Videos.
All touchpoints resulted in above benchmark metrics (Impressions, Engagement) successfully driving consideration.
