Camp Bow Wow: Marketing & Operations
THE BRIEF
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Tasked with launching and scaling a new location within a competitive 4-location franchise.
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Faced with building and executing comprehensive operational and marketing strategies from the ground up.
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Responsible for creating systems to improve efficiency, profitability, and customer engagement.
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Needed to establish a strong brand presence in a saturated market through strategic growth initiatives.
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Charged with growing and leading a large, diverse team to support sustainable business operations and long-term success.
WHAT I DID
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Led the development and execution of all Standard Operating Procedures (SOPs), operational workflows, and strategic growth initiatives to drive business success.
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Managed all facets of business operations, including marketing, PR, HR, AR/AP, P&L, training, and daily operations, ensuring consistent growth and efficiency.
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Directed and mentored a team of 20 direct reports and 75 indirect reports, fostering a collaborative and high-performance work environment.
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Strategically implemented growth initiatives that enhanced operational efficiency, increased profitability, and elevated the overall customer experience.
RESULTS
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Selected from 230 candidates to lead a national campaign, resulting in 834.3k TikTok views.
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Achieved "Best of Tracy" recognition within the first 9 months of operation.
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Exceeded revenue projections and reduced overall costs.
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Developed and executed 30+ paid and organic marketing campaigns, focusing on SEO and social media strategies, leading to a 75% increase in customer engagement.
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Conceptualized and orchestrated 50+ marketing events, including a grand opening with over 400 attendees and 20 vendors.
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Designed and implemented strategies to manage over 200 luxury client accounts, maintaining a 70% customer conversion rate from digital media and in-person leads.
Marketing Responsibilities
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Developed and executed marketing strategies aligned with business objectives.
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Conducted market research to identify trends, target audiences, and competitors.
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Managed multi-channel campaigns across digital, social media, print, and events.
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Collaborated with teams to create sales materials and support initiatives.
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Analyzed KPIs to assess campaign ROI and effectiveness.
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Managed budgets and allocated resources for maximum impact.
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Oversaw the creation of marketing collateral and ensured brand consistency.
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Coordinated with external vendors for promotional services.
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Planned events and sponsorships to boost visibility and generate leads.
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Implemented SEO/SEM to enhance web traffic and rankings.
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Developed content calendars and fostered stakeholder relationships.
Operational Responsibilities
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Developed and implemented HR policies covering hiring, training, performance management, and employee development.
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Managed all aspects of PR, ensuring positive brand perception and handling crisis communication.
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Executed all AP, AR, and payroll/ scheduling to maintain financial health.
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Led full-cycle recruitment, onboarding, and terminations .
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Created and enforced SOPs and operational workflows for efficiency.
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Managed and optimized P&L to reduce costs and increase profitability.
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Directed daily operations across customer service, sales, and facility management.
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Mentored and led 20 direct and 75 indirect reports to foster a positive culture.
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Maintained vendor relationships to streamline operations and improve service.
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Implemented compliance protocols to meet legal, safety, and industry standards.
Viral Video Campaign
THE BRIEF
Camp Bow Wow corporate initiated a paid partnership with We Rate Dogs, a popular social media influencer. WRD has over 20M followers on all of their platforms. I was personally chosen out of 230 possible locations to create and film the content.
WHAT I DID
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Wrote and directed 6 skits
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Directed 8 hours of filming
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Scheduled adequate staffing
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Arranged for the talent (the dogs) to be on-site
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Assisted with the editing process.
RESULTS
Social Media Curation and Management
THE BRIEF
Tasked with curating and managing social media content to drive in-store traffic, increase brand visibility, and boost customer engagement. The primary goal was to attract new clients and grow the business by creating relatable, engaging, and brand-aligned content.
WHAT I DID
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Developed and executed targeted social media strategies to convert online engagement into on-site visits.
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Created and scheduled content focused on services, promotions, and community engagement.
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Produced high-quality graphics, videos, and posts tailored to the brand’s audience.
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Monitored analytics to refine content for maximum reach and impact.
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Engaged directly with followers to foster a loyal customer community.
RESULTS
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Achieved a record-breaking number of new dog interviews in the first operational quarter.
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Secured a corporate feature interview shared with all 220 franchise owners and operators.
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Significantly increased in-store visits driven by social media engagement.
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Boosted brand awareness and customer loyalty through consistent, high-performing content.
Camp Bow Wow Grand Opening
THE BRIEF
Grand opening event for a premier 8,000 sqft dog daycare and boarding facility. The event had 20 vendors, a professional dog photographer, animal adoptions, and tours.
WHAT I DID
Define objectives and goals | establish budget | create event timeline | prepare venue | arrange suppliers and vendors | develop event theme and design | market and promote the event (social media, print media, e-mail marketing, mailers, and networking events) | coordinate logistics | plan event program | manage RSVPs and attendee communication | decor | prepare for contingencies | execute the event | follow-up and evaluation
RESULTS
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85 tours in 4 hours
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350 + attendees
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3 awards from local dignitaries
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5 dog adoptions
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Local news recognition
Promotional Events
THE BRIEF
Tasked with organizing and executing informational pop-up events to promote services, increase brand awareness, and drive in-store visits. The goal was to engage potential customers in various community settings and introduce them to our offerings through interactive experiences.
WHAT I DID
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Planned and executed pop-up events at diverse local venues and community gatherings.
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Designed engaging displays and interactive materials to showcase services.
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Trained and managed event staff to effectively communicate brand messaging.
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Collected leads and scheduled follow-up appointments to drive in-store visits.
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Partnered with local businesses and event organizers to maximize exposure.
RESULTS
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Generated a significant increase in new client sign-ups and inquiries.
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Successfully scheduled numerous on-site dog interviews following events.
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Strengthened community presence and brand recognition.
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Built partnerships with local organizations, expanding outreach opportunities.
Tracy Chamber of Commerce Networking Mixer
THE BRIEF
Tasked with representing the business at the Tracy Chamber of Commerce Networking Mixer to strengthen community connections, build partnerships, and increase local brand awareness.
WHAT I DID
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Coordinated and hosted an engaging booth at the mixer, attracting over 75 local business owners and 10 government dignitaries.
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Led approximately 80 guided tours of the facility to showcase services and operations.
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Designed and prepared a visually appealing grazing table to elevate the guest experience and encourage networking.
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Networked with local leaders and business owners to foster strategic partnerships.
RESULTS
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Received 3 awards recognizing excellence in community engagement and business outreach.
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Expanded local partnerships and increased community visibility.
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Generated new business leads and strengthened relationships with key stakeholders.
Labor Day Street Fair & Adoption Event
THE BRIEF
Organized a Labor Day Street Fair & Adoption Event to give back to the community during a typically quiet holiday weekend by creating a family-friendly event that supported local animal adoptions and foster placements.
WHAT I DID
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Planned and executed a community event featuring a magic show with Sparkles the Clown to entertain children and families.
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Collaborated with local rescues to facilitate pet adoptions and foster placements.
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Coordinated event logistics to ensure a welcoming and engaging experience for all attendees.
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Promoted the event across marketing channels to maximize community turnout.
RESULTS
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Successfully facilitated 6 pet adoptions and secured 3 new foster families.
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Attracted a large crowd of happy community members and families, creating a joyful and inclusive atmosphere.
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Strengthened the business’s reputation for community involvement and animal welfare advocacy.
Print Media Curation and Management
THE BRIEF
Independently created and managed all print media collateral for both in-house communications and external marketing, ensuring brand consistency and high-impact visual design to engage target audiences and support business growth.
WHAT I DID
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Designed and produced all brochures, flyers, posters, and signage for in-house use and client engagement.
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Developed and executed external marketing materials for events, promotions, and outreach campaigns.
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Managed the entire process from concept and design to printing and distribution.
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Ensured all collateral aligned with the company’s brand identity and messaging.
RESULTS
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Significantly increased brand visibility and customer engagement through professional, cohesive print materials.
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Supported successful marketing campaigns and community events with effective print strategies.
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Reduced production costs and improved turnaround time through efficient, in-house management.