Marketing + Social Media | Candylab

Art Director, Marketing Coordinator Candylab Toys 06.2021 - 07.2023

At Candylab, I collaborated with the sales and marketing teams daily to develop marketing strategies tailored to the company’s distinct B2B and DTC audiences. I would then incorporate these strategies by creating content for Candylab’s email marketing platforms, social media accounts and Shopify stores. 

Our DTC marketing efforts were heavily content-based, with “top of the funnel” content including action-packed videos, elaborate photo shoots and cross-branded Instagram giveaways. Customers clicking into our profile or website would then see our more trust-building content such as product overviews with the founder and editorial posts about the cars that inspired the toys. Finally, customers who signed up to our email list (Klaviyo) would receive regular campaigns featuring sales, product highlights, and perks such as early access to new launches. 

Our B2B marketing efforts emphasized the value Candylab brings to a retail business, pushing customers to sign up through Candylab’s wholesale Shopify store. Campaigns often took the form of sales incentives, restock announcements, and deals on point-of-sale displays. In addition to online sign-ups gained through Candylab’s content-marketing efforts and large following, new wholesalers were also acquired through several trade show appearances each year.

Role: Art Direction, Marketing Strategy, Photography, Graphic Design

"Candylab sells premium wooden toys, and their back-to-school email marketing capitalizes on that pervasive feeling of nostalgia — a canister full of pencils, a shiny apple on a desk, and a stack of books... While today’s children may be tapping an iPad with a stylus or reading their schoolwork off a desktop, [Candylab's brand] feels quaint and brings about positive memories." - Emily Riedy Content Marketing Manager, Klaviyo

Role: Art Direction, Marketing Strategy, Photography/Videography

Role: Art Direction, Marketing Strategy, Photography/Videography, Graphic Design

I directed, shot and designed the Drifter Kodiak launch campaign. This beefy, Defender-inspired wooden truck is one of Candylab’s collector-oriented design toys catered towards a “gear-head” audience. My goal was to capture the adventurous spirit of off-roading, along with an Instagram Reel to highlight how well the Drifters actually roll.

Role: Art Direction, Marketing Strategy, Photography/Videography, Graphic Design

Easter sales are huge in the DTC toy world — second only to the Q4 holiday rush. The goal for this sale, aside from simply generating revenue, was to increase AOV.  I also wanted the campaign to be visually attractive but rely as much on color and composition as it did Easter symbols like eggs and bunnies.

Role: Art Direction, Marketing Strategy, Content Creation