EAST FORK
Lifestyle | DTC & Retail
Strategy, Brand Marketing, Launch Campaigns
the company
East Fork is a ceramics B Corp headquartered in Asheville, with retail locations in Asheville, Brooklyn and Atlanta.
Between 2021-2024, we launched seventeen glaze collections, five new pottery forms, seven East Fork Workshop limited editions, and established our national pop-up program.
THE WORK
From 2021-24, Catherine began as Head of Brand before being tapped to lead as Marketing Director. During this time, they worked on both strategy and implementation in every sales channel, overseeing marketing for ecomm, retail, and industry/wholesale.
the results
Spearheaded brand and growth marketing strategy across DTC, retail, wholesale and industry channels
Hired, mentored & collaborated with a team of six
Established first SMS program and led MoM top-funnel growth across social, email and SMS
Managed multimillion-dollar budget & maintained target CACs
Helped launch first direct mail program
Directly contributed 35% email growth + 100% SMS growth through lead acquisition campaigns in less than 1 year
Generated multiple 7-figure revenue in partnerships
Surpassed 2023 BFCM holiday sales goals by 20%
Stores: doubled email open rates and CTRs MoM within 6 months, as well as planned and helped execute 11 store events to drive foot traffic & revenue within that same timeframe
Pottery rooted in the rituals of home.
“When Catherine tackles a project they do so with clarity and focus and drive results...As our Director of Marketing, they demonstrated the full breadth of their marketing skill sets. Usually people are strong on either the brand side or performance side, but Catherine understands both and the nuanced and complex relationship and interdependencies between the two marketing disciplines. They built trust with their team, and were respected as a leader within our organization.”
the team
Role: Marketing Director
Team: Nicole Lissenden, Drew Nguyen, Julie Kukral, Stacy Danner, Patrice Audette, Jasmin Pittman, Coeta Hernandez, and Donnie Bishop.
Bonus Bits: 2023 Big Al & Little Mikey sale teaser, announcement & 4-pack push campaign
featured in
Food Network
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The Kitchn
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Wirecutter
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Apartment Therapy
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Gear Patrol
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Food52
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Remodelista
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Bon Appetit
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Eater
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Epicurious
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Food Network • The Kitchn • Wirecutter • Apartment Therapy • Gear Patrol • Food52 • Remodelista • Bon Appetit • Eater • Epicurious •
