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IFBTA (International Food and Beverage Technology Association) connects the food and beverage-tech industry through events, education & resources
Role:
Head of Marketing
Content Specialist
Problem:
Nonprofit brand without a ton of excitement around their messaging and content strategy. No budget for paid marketing - all organic growth.
Solution:
Creating engagement through community-building. Members of IFBTA are highly engaged and passionate about it's mission. In 2 years, generated over 5 million impressions, 500K engagements, and added almost 20K followers across all platforms (organically).
What I learned:
I learned how to get creative with lead generation. It's not always so cut-and-dry as delivering traffic to your website. Sometimes you have to develop tools, or something needed in your industry, to build engagement and then capitalize from relationships built from there.
What I do:
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Launch new paid search (SEM) & Social Media campaigns, with complete build-out of ad groups, keywords, and ads to drive targeted traffic to website and build conversion
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Produce, manage, and distribute a weekly F&B Technology podcast which has generated over 350K streams.
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Develop an online search directory for every food and beverage technology in the marketplace.
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Leverage Google Analytics and other tools to review traffic performance and provide ongoing optimization suggestions
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Develop and manage unique social content development
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Design visually appealing marketing materials and digital assets including video, iconography, presentations, ads, etc
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Audit, analyze, and manage updates for website development
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Lead weekly digital campaign meetings with Leadership to present metrics & updates
Putting Over 2,000 Restaurant, Hospitality, and Technology Leaders in the Same Room
Providing Free Technology Education for the F&B Industry At-Large
Creating Resources and Activations to help the development of F&B technology innovation
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