New Store Launch Marketing
Bread Head | Brand & Digital Marketing | 2023–2025
Supported the launch of new Bread Head locations by developing and executing a repeatable marketing approach that balanced brand consistency with neighborhood-specific relevance. Each opening focused on building awareness from the ground up while integrating the brand authentically into the surrounding community.
Overview
Build awareness ahead of openings through localized pre-launch storytelling
Drive foot traffic during opening weeks by aligning digital content with in-store and community moments
Introduce the brand authentically to new neighborhoods through people-first, place-based storytelling
Maintain consistent brand voice while adapting messaging to local culture and context
Objective
Led launch-related marketing strategy and execution across multiple store openings
Owned pre-launch and opening-week content planning, creation, and publishing
Coordinated social, in-store visuals, and launch moments to ensure a cohesive experience
Collaborated closely with founders, operations, and store teams to align marketing with on-the-ground execution
Supported local partnerships and community moments tied to each opening
My Role
Developed a repeatable store launch framework that could be applied across different neighborhoods
Identified neighborhood-specific audiences, cultural cues, and timing considerations for each location
Balanced brand-level storytelling with localized content to ensure relevance without losing identity
Used performance signals, engagement patterns, and in-store response to refine launch execution over time
Process
Execution
Developed a repeatable store launch framework that could be applied across different neighborhoods
Identified neighborhood-specific audiences, cultural cues, and timing considerations for each location
Balanced brand-level storytelling with localized content to ensure relevance without losing identity
Used performance signals, engagement patterns, and in-store response to refine launch execution over time
Engrained our brand within communities through local outreach and community engagement
Developed targeted discount and promotion strategies to drive foot traffic during key launch and promotional periods.
Selected Store Launches
Manhattan Beach
Emphasized coastal, community-driven storytelling to reflect the neighborhood.
Leveraged local culture and partnerships to build early familiarity and repeat engagement.
Westwood Village
Tailored messaging to a campus-adjacent audience
Engaged with the community through local events and neighborhood-specific promotions to foster early connections.
Supported successful store openings across multiple neighborhoods through consistent and scalable launch execution
Manhattan Beach: launch-related content generated 300K+ views across platforms, contributing to a $70K opening weekend
Westwood: launch-related content earned 250K+ views across platforms, driving strong awareness during the opening period
Helped establish each new location as a familiar, community-oriented presence early on, supporting repeat visits and early regulars
Refined a repeatable launch framework that improved clarity, efficiency, and effectiveness with each new opening
Results
This work reinforced the importance of treating store launches as opportunities to build genuine community awareness rather than short-term attention. By pairing localized digital storytelling with on-the-ground engagement, launch efforts helped integrate each location into its surrounding neighborhood, fostering repeat visits, early regulars, and lasting relationships with local businesses.