Brand Growth Through Social & Content
Bread Head | Brand & Digital Marketing | 2023–2025
Overview
Led the development and execution of an ongoing social and content strategy to support brand growth for a multi location neighborhood sandwich shop. The focus was on building a recognizable voice and visual identity while using content as a primary channel for awareness, community building, and campaign support.
Increase brand awareness across existing and new neighborhoods
Build a consistent brand voice across Instagram and TikTok
Drive engagement through culturally relevant, repeatable content
Support store launches, partnerships, and campaigns through social
Objective
Owned social and content strategy across platforms
Planned and executed weekly content calendars aligned with brand priorities
Created short-form video, photography, and graphic assets
Monitored performance and adjusted content direction based on results
Collaborated with operations and leadership to align content with real-world execution
My Role
Identified cultural moments, trends, and formats that resonated with the brand’s local, community-driven audience
Translated trends into on-brand content that reflected the tone and values of a neighborhood sandwich shop rather than chasing virality
Established repeatable content pillars to balance consistency and flexibility across day-to-day and campaign moments
Used performance data and engagement signals to guide iteration and refine content over time
Process
Execution
Instagram and TikTok short-form video and photography
Ongoing storytelling around food, process, and community
Content support for store launches, partnerships, and events
Collaborating with local influencers to tie into the community
Used founder participation to support authentic, on-brand storytelling.
In-store moments and behind-the-scenes storytelling
Campaign-driven content tied to merch, gift cards, and collaborations
Results
Generated 5M+ organic views on Instagram through consistent short-form content and brand-led storytelling
Drove 1M+ views on TikTok, expanding reach beyond the core Instagram audience
Contributed to 1500%+ follower growth on TikTok and 58% on Instagram over time by establishing a repeatable, culturally relevant content system
Supported major brand moments, store launches, and partnerships by using social as a primary awareness channel
Increased engagement on core content formats through refined visual direction and tone of voice
Reflection
This work reinforced the importance of treating social as a long-term brand system that brings the brand to life within the communities we serve, creating meaningful opportunities for real-world connection and reinforcing our identity as a neighborhood sandwich shop.