The COVID-19 pandemic radically changed consumer’s buying habits—customers were now doing most of their shopping online, and the holidays created a huge opportunity to generate more sales. In the winter of 2020, I worked with Sadler's Smokehouse to develop a DTC strategy and campaign that enabled the brand to sell smoked turkeys nationwide for the first time. Before the DTC holiday campaign, Sadler’s had only sold small batches of smoked turkeys locally.

The goal of the campaign was to develop a strategy that could adapt quickly and generate the most sales during a short sales window.

The campaign ended early in December 2020 when sales jumped by nearly 200% in a day and the smoked Texas-style turkeys were sold out.

Responsibilities included:

• Researching and identifying packaging logistics

• Developing content for e-commerce-style landing page

• A/B testing target audiences for a national campaign

• Daily monitoring of online sales and flash reports for the production team