FOXTROT

OMNICHANNEL SOCIAL STRATEGY

Foxtrot Market marries the best of neighborhood retail and e-commerce to create a community of discovery. With locations in Chicago, DC & Dallas Foxtrot highlights each city’s best goods – from local beers and fine wines to chef-prepared meals and everyday essentials.

As the social lead, I directed the team, managing full-time Content Producers and a network of freelance creators. I owned end-to-end content development, organic strategy, analytics, and community management, while leading the multi-channel social roadmaps for nationwide store openings and private-label product drops. Through owning this strategy, I led the brand to a 115% year-over-year increase in engagement, drove over 1.2M total engagements, and grew the total social following by 91% in just over a year, successfully translating digital content into retail foot traffic and e-commerce orders.

WILCO PARTNERSHIP

To celebrate the 20th anniversary of Wilco’s Yankee Hotel Foxtrot album, Foxtrot partnered with the band for an exclusive pop-up experience at the Old Town location. I led the multi-phase content and teaser strategy, capturing exclusive video and photo assets with frontman Jeff Tweedy. To maximize reach, I coordinated directly with the band's management to streamline cross-promotion, leveraging Instagram’s collaboration features to tap into their core fanbase.

The campaign generated 366K impressions, 17K engagements, and 2K link clicks directly converting to online merchandise sales. The launch carousel became Foxtrot’s highest-engaging post in company history with nearly 7K engagements, while an exclusive studio tour Reel filmed with Tweedy set a new channel record as the brand's most-viewed Reel with over 80K views.

PRODUCT LAUNCHES

As Foxtrot scaled its proprietary product lines, I directed the social launch strategy for more than 13 private label brands spanning wine, spirits, and packaged goods. By focusing on editorial storytelling and product-forward creative, the launch campaigns drove over 670K impressions and 30K engagements, establishing immediate brand awareness and product adoption. High-profile rollouts included premium co-branded collaborations with Chicago staples like The Violet Hour and Metric Coffee.

Wine & Spirits: Mouthy, Sun Lips, Kid Sister, Violet Dive, Grass Stains, Play Nice Vodka, Foxtrot x The Violet Hour Bourbon, Play Nice x Metric Espresso Martini, Play Nice x Half Past Sparkling Cocktail

Packaged Foods: Artisanal ice cream lines, house-made baked goods, custom snacks, and proprietary coffee blends