NewRoad Foods is a local Orange County startup that created the first-ever human-grade, fresh-baked dog kibble. My time there as their Content Marketing Manager in 2019-2020 was invaluable. The work environment was fast-paced and hands-on in that I worked closely with the daughter/father owners on different facets of the business. As a result, I grew my skills not only in my own field, social media management and copywriting, but I also learned a lot about the in’s and out’s of the pet industry.
One of the main objectives of my job was to streamline the aesthetics and brand voice of their social media channels and to focus my growth efforts on their Instagram account. In the 8 months that I managed their Instagram, their following grew over 400% from 440 to over 2,300 followers. I used strategic and effective growth tactics centered on increasing engagement, likes and followers, but ultimately these tactics created a growing and highly-engaged community of dog lovers that were excited to be a part of the NewRoad Foods brand – #NewRoadFoodies we called them. I also gave priority to creating engaging copy that was fun, educational and encouraged followers to comment, which upped our average comments 650% from 2 to 15 comments per post.
In addition, I managed all brand copy for marketing materials that were needed for NRF’s acquisition efforts, such as their rescue sponsorship program, selling products on third-party retail sites, brand partnerships, influencer marketing, etc. I also constructed the content strategy, wrote the copy and managed the development of their new website that launched mid-July 2020.
Check out NewRoad Foods’ website here and their Instagram here.
Below are examples of the work I did for NewRoad’s new website:
