Freshness Proposition
Led cross-functional workgroups with Brand, Deli and Store Ops to activate the Freshness promise, then oversaw weekly omnichannel execution at scale
The Challenge
Freshness had to land as a believable customer promise at retail speed through consistent weekly execution across channels. Brand and agency partners set the creative guardrails, and we scaled the proposition through weekly execution.
Snapshot
• Role: Senior Manager, Design Studio
• Scope: Omnichannel execution system and weekly cadence
• Timeline: Development, launch, and weekly execution through Q1
• Outputs: Messaging, templates, weekly rotations, QA, signature relaunch
What I Led
• Led the studio team executing Freshness week to week across touchpoints
• Led cross-functional workgroups to align priorities, deadlines, and standards
• Built templates and modular components to improve speed and consistency
• Partnered with Deli to relaunch Deli Chicken as a signature item
Results
• Improved consistency of Freshness messaging and visuals through repeatable execution
• Increased speed and reduced rework through reusable templates and clearer standards
• Supported reliable weekly delivery through Q1 while balancing shifting priorities
The System | Freshness Execution Engine
• Weekly cadence from intake to publish with clear ownership
• Four-week request horizon to reduce churn and plan workload
• Templates and modules used to speed builds and protect consistency
• Proofing and QA checkpoints before press and digital export
Key Business Issues
Business Objectives
App Slider (Fresh Messaging on Rotation)
Digital Circular Tile
Digital Tile (Awareness)
Circular Marketing Ti.e (Loyalty)
Web Banner (Evergreen Rotation)
Freshness Proposition
Own Brands - Storytelling
Birmingham: Weekly Winns Signage Simplification
Store Refresh Kit
Circular Production Automation
Photo Shoots & Art Direction
100-Year Anniversary Drone Show