sweetgreen
Detroit (+Metro) Market
sweetgreen, a fast-casual chain based in LA, expanded into Michigan with the greater Detroit market.
They needed a local translator for the brand. I joined the team to lead the marketing entry into Detroit.
My role
Local Marketing Associate
Responsible for crafting the Michigan marketing strategy and executing:
Community Marketing: partnerships, area sponsorships, brand activations + events.
Influencer relations: led influencer campaigns from start to finish with MI influencers, highlighting new menu items, local promos, and seasonal campaigns.
New Restaurant Openings: responsible for marketing the opening of 4 restaurants - Grand opening activations, local media, and post-open initiatives.
Market-wide strategy: tasked with tailoring the national SG brand strategy to Detroit, crafting quarterly strategies along synergies within the market + brand.
sweetgreen Ann Arbor
My largest & most detailed grand opening, we opened a store near the University of Michigan.
The result: largest opening day sales numbers + opening week sales numbers (for a single store) in SG history.
Led post-open initiatives across Ann Arbor, including a Finals Week Challenge, UofM Athlete partnerships, and a student ambassador program.
Woodward Ave Art Fest
My most ambitious work: a summer kickoff party highlighting the art community across Detroit.
Art is at the intersection of Detroit + sweetgreen. The magic is at the intersection of local culture and brand, and this is a great example.
The Event
Live Painting - art piece raffled off to one lucky customer
Gallery - we transformed the store into an art gallery of Michigan-based artists
Live DJ
Giveaways
