EAST FORK
Retail
the BRAND
East Fork is a ceramics B Corp headquartered in Asheville, with retail locations in Asheville, Brooklyn and Atlanta.
Between 2021-2024, Catherine served as Senior Brand Manager then Marketing Director. During that time, East Fork launched seventeen glaze collections, five new pottery forms, seven Workshop limited editions, and established its national pop-up program.
THE WORK
Catherine worked on both strategy and implementation in every sales channel, overseeing all marketing campaigns for ecommerce, retail stores, and wholesale.
the results
Spearheaded brand and growth marketing strategy across DTC, retail, wholesale channels
Hired, mentored & collaborated with a team of six
Established first SMS program and led month over month audience growth across social, email and SMS
Managed multimillion-dollar budget & maintained target CACs
Helped launch East Fork’s first direct mail program
Directly contributed 35% email growth + 100% SMS growth through lead acquisition campaigns in less than 1 year
Directly generated multiple 7-figure revenue in partnerships
Surpassed 2023 Black Friday/Cyber Monday holiday sales goals by 20%
Stores: doubled email open rates and click-through rates within 6 months, as well as planned and helped execute eleven store events to drive foot traffic & revenue within that same timeframe
Pottery rooted in the rituals of home.
“When Catherine tackles a project they do so with clarity and focus and drive results...As our Director of Marketing, they demonstrated the full breadth of their marketing skill sets. Usually people are strong on either the brand side or performance side, but Catherine understands both and the nuanced and complex relationship and interdependencies between the two marketing disciplines. They built trust with their team, and were respected as a leader within our organization.”
the team
Role: Marketing Director
Team: Nicole Lissenden, Drew Nguyen, Julie Kukral, Stacy Danner, Patrice Audette, Jasmin Pittman, Coeta Hernandez, and Donnie Bishop.
Bonus Bits: 2023 Big Al & Little Mikey sale teaser, announcement & 4-pack push campaign
featured in
Food Network
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The Kitchn
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Wirecutter
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Apartment Therapy
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Gear Patrol
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Food52
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Remodelista
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Bon Appetit
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Eater
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Epicurious
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Food Network • The Kitchn • Wirecutter • Apartment Therapy • Gear Patrol • Food52 • Remodelista • Bon Appetit • Eater • Epicurious •
