Ugly Mug | Creative Direction, Brand Management & Web Design

Ugly Mug Coffee, a Tennessee-based master coffee roaster with three generations of experience dedicated to quality customer service, carefully cultivated beans, and farm-to-table craft coffee. My role as a creative director and brand manager extended beyond the conventional, shaping a dynamic narrative that elevated the brand's identity and market presence.

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In collaboration with Ugly Mug Coffee, I led a talented marketing team with a $20,000 annual budget. My responsibilities encompassed overseeing content creation, online advertising, paid media, and promotions. The goal was to craft a compelling brand story that resonated with our audience, driving customer loyalty and increasing market share.

Managing Ugly Mug Coffee's e-commerce brand website and its supporting channels, I implemented strategies to optimize user experience and drive sales. The website redesign, coupled with seamless integration across platforms such as Amazon, social media (both paid and organic), grocery, and app channels, resulted in an impressive annual revenue of $180,000.

Working in tandem with senior management, I played a pivotal role in developing innovative marketing strategies and products. The aim was clear - to boost customer retention and revenue by 10%. With each strategic campaign, we successfully generated $180,000 in annual revenue and gained 200-400 new subscribers, showcasing the impact of our data-driven approach.

To complement our strategic initiatives, I engaged in package design & product photography, capturing the essence of Ugly Mug Coffee through redesigned labels and product imagery. This not only enhanced the visual appeal of the E-commerce site but also contributed to a more cohesive and appealing brand identity.

Beyond the digital realm, my responsibilities extended to leading event coordination, handling customer support, and optimizing client relations. This holistic approach contributed to stronger relationships with collaborators, clients, and customers, ultimately reflecting in a 10% monthly increase in overall sales.

In conclusion, the journey with Ugly Mug Coffee encapsulates a comprehensive approach to creative direction, brand management, and marketing, where each facet contributes to a harmonious and successful brand narrative.