Rad Dad

The Rad Dad project was a new product that consisted of fly fishing gear in a keepsake wooden box. I led the marketing initiative to promote the Rad Dad over 3 consecutive years for Father’s Day. I conceptualized, produced, and deployed all creative content across email, SMS, web, and paid social. We worked to develop consistent messaging hierarchy and visual assets across web, email, organic/paid social, and SMS, then implemented across each channel and executed the campaign. The result was a 67% increase in sales over the previous year in which I was not involved.

Project Details

  • Led creative to develop custom product identity and packaging.
  • Developed marketing plan across all sales channels including email, social, web, and paid media.
  • Designed all of the creative assets for each channel.
  • Assisted in testing new email segments & send times to optimize open rates
  • Re-merchandise homepage to promote crate and improve CVR