Caswell-Massey:
Revitalizing an Iconic American Brand
Art & Marketing Director:
Tim Petrochko
Senior Designer:
Cayla Fanelli
Photographer:
Demoie Bryan
Set Stylist:
Greg Hazel
At Caswell-Massey, America’s oldest consumer brand, I led key marketing and creative functions to modernize the brand while honoring its rich heritage dating back to 1752. In a role that spanned both strategic leadership and hands-on execution, I was responsible for driving the brand’s creative direction, marketing strategy, and promotional planning to fuel growth across channels.
I oversaw the development of eCommerce strategy, creative and marketing assets, social media content, and email marketing campaigns, ensuring a cohesive brand experience that resonated with both longtime loyalists and a new generation of customers. Additionally, I led promotional strategy, handling the planning, scheduling, and execution to align with broader business goals.
Working closely with cross-functional teams across marketing, finance, product development, and creative, I helped position Caswell-Massey as a heritage brand with a modern edge, driving both brand relevance and revenue growth.
Winter / Holiday Campaign
Holiday Gift Guide - Print
This was the Holiday 2019 national marketing campaign which focused on highly giftable items.
The foundation for the project was the printed Holiday 2019 Gift Guide designed as an eight-page mailer with a fold-out cover. I acted as Art Director and led design on a team of 3, overseeing all photography, design, and copy.
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Art Direction, Photo Direction, Marketing Direction, Production, Promotional Planning, Copywriting
Fall / Winter Catalog
This project was created as a 60-page direct mail catalog. I acted as Art Director for a team of 8 and oversaw all photography, design, and copy. Additionally, I was charged with management of our marketing and direct mail prospecting, oversaw all print production with internal and external print partners, and tracked success of the project as sales figures were returned.
The catalog was printed and mailed nationally. Total sales generated from this catalog surpassed all other printed marketing materials produced by the brand in the 4 years prior.
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Art Direction, Photo Direction, Marketing Direction, Production, Promotional Planning, Copywriting
Holiday Gift Guide - Digital
To ensure maximum exposure of the Holiday 2019 Campaign, a series of emails highlighting many of the products featured in the Gift Guide were sent as a lead up to Black Friday. Homepage and category banners on the Caswell-Massey website using the imagery and holiday branding were implemented, and a series of social media posts and advertisements rounded out the campaign.
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Art Direction, Photo Direction, Marketing Direction, Production, Promotional Planning, Copywriting
Email Program Revamp
I concepted, wrote, and directed Caswell-Massey’s email marketing campaigns, overseeing design and promotional planning. By leveraging Klaviyo for segmented, personalized messaging, I increased open and click-through rates by 400% and drove a 150% revenue boost from email alone. My strategies amplified key seasonal campaigns and biannual sales events, turning them into major revenue drivers.
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Art Direction, Photo Direction, Marketing Direction, Promotional Planning, Copywriting
Social
I led the strategy, creative direction, and execution for both organic and paid social campaigns. Balancing lifestyle content for engagement with product galleries for conversions, I drove strong sales growth across platforms.
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Art Direction, Photo Direction, Marketing Direction, Production Direction, Promotional Planning, Copywriting
Halloween Mystery Offer
I concepted and directed this campaign to entice customers with a mystery offer revealed at checkout. The email discount codes sent were segmented based on customers’ lifetime values. Each offer was tiered, delivering the strongest discount to the segment with the highest lifetime value. This resulted in above average open rates, click through rates, and one of the year’s five best days of sales.
The images shown were animated GIFs with smoke rising from behind the bottle of Holy Smoke!, and the light glinting through the bottle of Number Six.
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Art Direction, Photo Direction, Marketing Direction, Promotional Planning, Copywriting
Driving Growth & modernization at Caswell-Massey
At Caswell-Massey, my focus was on more than just campaigns. I helped shape a unified marketing strategy that connected email, social, web, and print into one cohesive brand experience. This meant balancing the brand’s historic legacy with fresh, modern approaches that drove real results. By introducing new tools like SMS marketing, loyalty programs, and welcome sequences, I created systems that brought in 75% more new customers while increasing repeat business by over 50%.
Every project, from redesigning the website to leading cross-channel promotions, was rooted in thoughtful creative direction and strategic planning. The result wasn’t just growth in numbers (though we achieved over $6 million in revenue growth and a 165% sales increase) it was growth in how the brand showed up for its customers, both old and new.