Mermaid Straw is a small e-commerce brand offering stainless steel cups, straws, and other sustainable alternatives to plastic. Like many small businesses, working as a Digital Marketer meant wearing many hats—gaining hands-on experience in everything from email design and audience segmentation to art direction.
DIGITAL MARKETER @ MERMAID STRAW
ART DIRECTION
I led art direction for both in-house and out-of-house photoshoots by developing mood boards and overseeing creative execution. For external shoots, I collaborated closely with our photographer, providing detailed creative briefs outlining model counts, locations, products, deadlines, and other requirements. I also curated mood boards to guide the visual tone and compiled shot lists with specific products, poses, and notes. For in-house shoots—where I served as the photographer—I created streamlined versions of these materials to guide production efficiently.
IN + OUT OF HOUSE SHOOTS
PRODUCT LAUNCHES
During my time at Mermaid Straw, we launched several new products and, by the end of summer, had streamlined our launch routine. From photography and social media to SMS/email campaigns and web development, cross-functional coordination was key. We followed a structured workflow—capture photos, create content, and send a series of communications including Save the Date, Teaser, Reminder, and Launch messages. Tools like Slack, shared Google lists, and consistent communication were essential to keeping the team aligned.
EMAILS + OTHER COLLATERAL
SOCIAL CAMPAIGNS
I collaborated with the project manager to identify key needs and pain points, refined our target audiences through testing and segmentation, and created visual assets for paid campaigns. Together we managed and published ads on Meta, adjusting CTAs, budgets, etc., running ads across both Instagram and Facebook. Additionally, we expanded our strategy to include boosting organic content and publishing original ad content on TikTok to increase our already significant audience base.
META PAID ADS