Summary: Responsible for reboot of online marketing program for Sunkist.com and its 6,000 grower members.  Managed two site relaunches and development of customer loyalty email marketing program.  Also developed and managed numerous consumer promotions tied to properties such as Little League Baseball, Universal Studios, Sony Pictures and others.  See Promotions section for more.

Goal: Relaunch Sunkist citrus brand as a high-quality product in a commodity channel.  Distinguish fruit from competition and drive consumer preference for Sunkist brand.  Increase consumption of fruit during high supply periods and trial of other high-margin, seasonal specialty fruits.

Results: Increased Sunkist brand in market surveys in key categories such as: recently purchased, brand awareness, perception of Sunkist fruit as consistently good, a good value for the money and more.

Role: Responsible for account management, website development project management, ongoing content strategy and creation, email marketing program development, promotion concepts and online execution, information architecture.

Other Highlights:

• Launched TeamSunkist.com in partnership with Little League Baseball
• Created viral promotion with Sunkist Citrus Peeler generating 44,000 email signups in 32 hours
• Built requirements and specifications for Sunkist recipe database
• Created online video for Sunkist soda
• Built custom CMS to manage content
• Relaunched Sunkist Kids web site including new character development
• Launched online version of the Sunkist Smiles contest