What I was responsible for?
Graphic Design
Strategy
Consulting
Background:
CaterDash was a UBC-based startup offering meal delivery and catering services to students. As part of the founding marketing team, I was responsible for shaping the brand voice, digital presence, and growth strategy during its early scaling phase.
Objective:
To develop and implement a comprehensive marketing strategy that drives growth, increases brand awareness, and positions Sisiphus as a leader in the industrial equipment industry.
Approach:
Designed and managed Google Ads campaigns, improving CTR by 18% through A/B testing.
Published keyword-rich food blogs and FAQs that improved organic traffic.
Built HubSpot lead-nurture flows, which boosted lead-to-order conversion by 22%.
Collaborated cross-functionally with developers and designers to align messaging across product and marketing.
Created a new brand visual by designing a brand logo with a relevant colour scheme that reflects CaterDash's values, mission, and unique selling proposition.
Created storytelling-based content tailored to student audiences, increasing retention and repeat orders.
Implemented a lead generation and nurturing program to convert leads into customers.
Established a measurement and reporting framework to track progress and optimize the marketing strategy.
Results:
Increased repeat orders through improved email flows and blog storytelling.
Boosted CTR and reduced CAC with smarter ad targeting.
Helped position CaterDash as one of the go-to food-tech platforms on campus.
Increased website traffic by 50% through targeted digital marketing campaigns.
My Role:
Growth Strategy
SEO & Content Marketing
Paid Ads Optimization
Conclusion:
The marketing strategy for CaterDash was a success, resulting in increased brand awareness, lead generation, and sales. The company was able to modernize its marketing approach, reach new audiences, and stay competitive in the market. The new brand identity and messaging helped them position as a leader in the industrial equipment industry, and the measurement and reporting framework allowed for continuous optimization and improvement. Overall, the project demonstrated the value of a comprehensive marketing strategy that leverages both traditional and digital channels to drive growth and brand awareness.
Here are a few moments I captured during my time at VFW 👇
CaterDash’s branding leaned on a bold red, a color often associated with food and urgency in the delivery industry, helping align it with competitors like DoorDash while standing out on campus.
Optimized on-site content and FAQs improved CaterDash’s visibility on Google Search, ensuring students could quickly find answers and order with confidence.
Created event-driven content in collaboration with local food vendors, posting shareable photos that celebrated campus life and boosted CaterDash’s Instagram engagement.
Designed themed social media campaigns around food and holidays, sparking engagement and driving catering orders during high-demand periods.