
BBQ Outlets: MarCom & UX/UI Design
THE BRIEF
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Tasked with expanding an established luxury custom BBQ kitchen island company from Southern California into the Northern California market.
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Charged with developing and executing comprehensive marketing strategies to establish the brand in a new, competitive region.
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Responsible for building brand recognition and driving in-store traffic for the new Livermore location.
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Laid the foundation for future national growth through scalable marketing initiatives.
WHAT I DID
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Designed 100s of mockups for the website with optimized UX/UI design.
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Created and executed targeted local and regional marketing campaigns to build brand awareness.
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Planned and managed a successful grand opening event, driving significant foot traffic and customer engagement.
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Developed and delivered marketing and sales training for new hires.
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Designed and managed all print and digital marketing collateral to reflect the brand’s luxury positioning.
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Built strategic partnerships with local businesses to increase brand visibility and community engagement.
RESULTS
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Successfully expanded the brand from Southern California into the Northern California market, laying the foundation for future national growth.
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Designed and launched a high-converting website, driving online engagement and lead generation.
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Generated over $75,000 in revenue during the grand opening weekend.
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Captured over 20 qualified leads and formed multiple community and national marketing partnerships.
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Secured high-profile brand exposure by arranging for the company to throw the first pitch at the Little League World Series.
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Developed scalable marketing and operational strategies that positioned the brand for long-term success.
BBQ Outlets Grand Opening
THE BRIEF
Grand opening event for a brick-and-mortar luxury outdoor kitchen showroom. The event spanned over two days and attracted over 200 attendees, with the goal of driving sales, generating leads, and building community partnerships.
WHAT I DID
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Defined objectives, set the budget, and created a detailed event timeline.
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Marketed and promoted the event across social media, print, email, and networking events.
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Coordinated logistics, managed RSVPs, and executed the event.
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Partnered with and supported a local butcher shop to provide food for over 200 guests.
RESULTS
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Generated $75,000 in revenue during the weekend event.
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Captured 20 qualified leads for future sales opportunities.
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Formed several new community partnerships.
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Secured national marketing partnerships to support brand growth.
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Successfully BBQed for over 200 attendees, supporting and promoting a local butcher shop.



















UX/UI Design
THE BRIEF
Tasked with designing a fully responsive, mobile-friendly website for BBQ Outlets to enhance user experience, drive online engagement, and support lead generation. The goal was to create an intuitive and visually appealing design that reflected the brand's luxury identity.
WHAT I DID
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Led the entire UX/UI design process, including wireframing, mockups, and interactive prototypes.
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Used Figma for user flow, wireframes, and design mockups, and Adobe Creative Suite for custom graphics and visual assets.
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Focused on intuitive navigation, responsive design, and a seamless mobile and desktop user experience.
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Collaborated with an offshore development team, delivering design files and guidelines for implementation.
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Received positive feedback from ownership, who valued the strategic design direction and brand alignment.
RESULTS
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Delivered a visually engaging and user-friendly website design that aligned with BBQ Outlets' luxury brand.
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Enhanced user experience, supporting lead generation and stronger online engagement.
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Established a scalable design system to guide future website updates and expansion.
Copywriting and Product Descriptions
THE BRIEF
Tasked with crafting compelling and informative product descriptions and website copy to enhance the online shopping experience and drive conversions. The goal was to communicate the luxury and functionality of BBQ Outlets’ products while improving SEO and engaging customers.
WHAT I DID
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Wrote and optimized over 3,000 product descriptions across various product categories, highlighting features, benefits, and brand value.
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Developed SEO-friendly copy to improve search engine visibility and organic traffic.
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Crafted engaging website content, including homepage text, category descriptions, and promotional messaging.
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Ensured consistency in brand voice and tone across all digital platforms.
RESULTS
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Enhanced the online shopping experience with detailed and persuasive product descriptions.
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Contributed to increased website traffic and improved search engine rankings through SEO-optimized content.
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Supported higher customer engagement and conversion rates with clear, engaging copy.


Social Media Curation and Management
THE BRIEF
Tasked with developing and managing BBQ Outlets’ social media strategy to increase brand awareness, engage new audiences, and drive traffic to the website and showroom. The goal was to establish a strong digital presence that reflected the brand’s luxury identity and supported business growth.
WHAT I DID
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Created and executed comprehensive social media strategies across platforms including Instagram, Facebook, and Pinterest.
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Produced high-quality, brand-aligned content, including graphics, videos, and captions.
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Implemented targeted campaigns to promote products, events, and seasonal sales.
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Engaged with the online community to build relationships and foster brand loyalty.
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Monitored analytics to optimize content performance and audience reach.
RESULTS
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Increased follower growth and audience engagement across all platforms.
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Drove more website traffic and in-store visits through strategic content.
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Strengthened brand visibility and positioned BBQ Outlets as a leader in luxury outdoor living.
Data Asset Management
THE BRIEF
Tasked with organizing, managing, and optimizing BBQ Outlets’ digital assets to support marketing initiatives, streamline workflows, and ensure consistent brand presentation across all platforms.
WHAT I DID
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Developed and maintained a structured digital asset management (DAM) system for marketing materials, product images, and design files.
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Categorized and tagged over 3,000 product assets for easy retrieval and use across marketing channels.
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Ensured brand consistency by managing and updating visual assets across web, print, and social media platforms.
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Collaborated with marketing and design teams to align content organization with campaign needs.
RESULTS
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Improved workflow efficiency by providing quick access to organized, up-to-date assets.
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Enhanced brand consistency across all marketing materials.
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Reduced time spent on content retrieval, supporting faster campaign execution.
