RE:FIND DISTILLERY

Marketing Lead

Paid social · Content strategy · Analytics · Creative direction

I owned content and creative for a craft distillery in Paso Robles that turns wine grapes into spirits: social, paid ads, print, events and photoshoots.

I audited what was and wasn’t working, wrote the social strategy, tested paid ads on small budgets, and reported results to the owners every month so each campaign started smarter.

+1,700%

Facebook reach in Q1 2024

$0.16

cost per result on the best ad

691

link clicks across 3 ad tests

+51%

Instagram engagement in Q1 2024

Strategy, ads, reporting and creative

WHAT I DID

MINI CASE STUDY · PAID SOCIAL

Three small-budget ad tests, one playbook

Paid ads were an untapped channel in our 2024 strategy. On $5–7 a day, I ran a series of tests, changed one thing at a time, and reported what each one taught us.

From audit to strategy to growth

MINI CASE STUDY · STRATEGY

REPORTING

Reports that shaped the next post

I built weekly, monthly, 90-day and quarterly reports for the owners, pulling Meta insights into clear recommendations. April’s recap found three things that drove reach, visits and follows:

Sustainability content resonated most with younger audiences, so it became a pillar in the content calendar.

CONTENT STRATEGY IN PRACTICE

A calendar, four pillars and a lot of carousels

I built the content calendar around monthly themes and set the publishing rhythm: 2–3 posts and 1–2 videos a week, shared across Instagram, Facebook and TikTok. Every post mapped back to a content pillar.

EXAMPLE · EDUCATION + SUSTAINABILITY PILLAR

Behind the Bottle: Sustainability

One of many carousels in the Behind the Bottle series. This one explains the brand name: finding a re:use for wine grape juice, refining it into spirits, and the 70 acres of grapes reclaimed each year.