Calmer Chai
PROJECT WORK: 2019 - 2022
Calmer Chai is a local Melbourne-based small business that started in 2002 - they are the original creators of the sticky, fresh chai blend.
I worked with their Founder Caitlin West and their internal team on refreshing their content strategy and creating high-quality, well-designed content across all of their digital marketing channels.
In the earlier days, I was their dedicated marketing person, responsible for developing and implementing a monthly content plan for their website, blog, email and social media, as well as identifying new brand opportunities and optimising their digital marketing channels for revenue.
During my last year with Calmer, I set their yearly brand direction and content strategy, managed a team of two, liaised with partner agencies on SEO and paid advertising campaigns, and supported their re-brand from Calmer Sutra Tea to Calmer Chai.
My main priority was to elevate Calmer Sutra Tea’s marketing content and performance across their email and social media channels.
Photographed recipes, products and packaging
Designed premium, brand-aligned templates for email newsletters and social posts
Launched Instagram collaborations and giveaways to increase followers by 77%
Introduced welcome email automation series to incentivise email sign-ups and generate first-time orders
I also focused on growing their e-commerce channel via Shopify.
Increased YOY sales by 144%
Increased sales from social media by 239%
Introduced new incentives and programs - subscriptions and SMS abandoned cart reminders
While supporting their internal team by streamlining marketing processes and planning.
Implemented monthly content plan
Introduced monthly channel performance report
