Primo University

Primo University

Primo University is a 10 part video series that was created to inform and instruct potential, new and existing customers about Primo Ceramic Grill usage. These videos were formed based on customer questions and feedback. The series was also used to train new employees, dealers and product distributors. This series covers many common customer questions and was used in customer service email responses. The series was accoladed by Popular Mechanics as "excellent" in their review called "The Best Grills in America Reviewed" in August 2017. I co-conceived, co-directed and scripted the Primo University series in collaboration with the Primo Marketing Director.

Social Media Manager and Content Creator

Social Media Manager and Content Creator

The Primo Ceramic Grill Social Media presence was basically non-existent when I started work there. Facebook, Instagram, YouTube, Twitter, and Pinterest were all but ignored and had minimal followers. I was tasked with creating original and engaging content for all channels as well as managing a team of brand ambassadors to spread the Primo brand message far and wide. I also created engaging advertisements for facebook and Instagram with low budgets that reached 12 million people. These ads included brand awareness objectives as well as product promotional ads. I created landing pages for the ad call to action buttons and tracked all metrics. Some of the Primo Social Media channels grew by over 3500% while I managed and created content for them. I used data collected from ads to create buyer personas and for ad retargeting. Buyer persona information was in turn shared with the internal sales team and used in the marekting departement to guide user experiences across all media. I also administrated a customer created, public facebook group called Primo Grill BBQers. When I linked the group to the Primo corporate facebook page, there were 1000 followers in the group. Those followers grew to over 5000 followers over 2 years. I monitored customer feedback in the group to report back to product development, sales, customer service, and to guide our customer user experience designs and research.