Full social media management for Melrose Kitchen Geneva. 400K+ reach/month, Reels hitting 139K views, and a viral collab campaign.

I managed the complete social media presence for Melrose Kitchen across Instagram and TikTok, handling everything from strategy to daily execution. My work included developing the organic growth strategy, creating all visual content (Reels, carousels, Stories, static posts), building and managing monthly content calendars, writing captions in English and French, community management, and performance reporting.

I also led the full social media campaign for the Richards x Melrose pop-up (Kuwait meets Geneva) — a cross-brand collaboration that became the account’s highest-performing content ever, with multiple pieces surpassing 30K+ views.

Melrose Kitchen is a Geneva-based superfood café bringing Los Angeles energy to Switzerland. Founded by two École Hôtelière de Lausanne graduates, Melrose specializes in ceremonial-grade matcha, açaí bowls, and healthy cuisine served in a trendy pink-and-green Californian setting. What started as a summer pop-up in 2021 has grown into a multi-location brand with two locations, a loyal local following, and an expanding catering and retail line.

I aim to make the onboarding process as smooth as possible for all my clients. Here’s how it went with Melrose Kitchen:

Debriefing sessions with the founders to understand their vision, brand values, target audience, and goals. For Melrose, the priority was building brand awareness in Geneva’s competitive F&B scene while staying true to their California-inspired identity.

Designed an organic social media strategy built around key content pillars: product showcase (matcha, açaí, pastries), lifestyle & atmosphere, community moments, and brand collaborations. Each pillar was mapped to a specific business objective.

Evaluated existing content against the new strategy. Cleaned up highlights, optimized the bio, and created a cohesive visual direction matching Melrose’s signature pink-and-green aesthetic across all touchpoints.

Built monthly content calendars incorporating seasonal events, brand moments, and trending formats. Each calendar was sent for client approval, refined based on feedback, then scheduled and published with daily community management.

Monthly content calendars prepared with all key dates, events, product launches, and content pillars.

Calendars sent to the founders for approval with a clear visual preview of the feed.

Requested edits incorporated and final calendar scheduled across platforms.

Daily community management carried out to increase organic engagement month over month.

Performance reviewed weekly with optimization adjustments to content mix and posting cadence.

When Richards Coffee (Kuwait) partnered with Melrose Kitchen for a week-long summer pop-up, I developed and executed the entire social media campaign — from the teaser “Breaking News” carousel to daily event coverage and creator-style Reels. The campaign generated the account’s highest-performing content ever, with multiple pieces surpassing 30K+ views and the hero Reel reaching 139K. The pop-up announcement post alone hit 102K views, proving that strategic storytelling drives real-world foot traffic.

139K - Top Reel Views

102K - Top Post Views

61K - "Breaking News" Reel

41K - POV Reel

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melrosekitchen.ch  |  @melrosekitchengva