Winkelstein
Steven Winkelstein, UX Designer | Author
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Marketeer

As Marketing Director of Alfalfa's Market, I oversaw operations across all locations and managed a diverse team of creatives. At the time of my hiring, the company faced a slew of issues. It was my team's challenge to address sales, customer count, and public perception with limited resources at our disposal. 

I utilized targeted ad campaigns, social media, promotions, email marketing, brand identity development, in-store communication, retail merchandising strategy and community relations.

During my tenure, I grew our Facebook audience by 12% over a four-month period and 39% over a 24 month period, and our email list by 20% over a four-month period and 50% over a 24 month period.

Analytics: I analyzed ROI on coupons, social media, email campaigns, then reported on acquisition metrics to the VP of Marketing and the COO.

Budget: I administered a quarter-million-dollar annual marketing budget, overseeing purchases, donations, and other expenditures.

Community: I built local relationships in the non-profit and for-profit surrounding area, developed programs resulting in positive PR and increased sales, and oversaw events.

Enjoy some favorites below from my recent position as the Marketing Director for Alfalfa's Market, or take a peek at one of the comprehensive campaigns I built. 

David and Goliath

David and Goliath

To illustrate the difference between Alfalfa's Market, a locally owned and operated neighborhood market and the "Goliath" of the Whole Foods / Amazon buyout, I wanted to use a visual of biblical proportions. As my final piece of consumer facing communication at Alfalfa's, this one holds a special place in my heart.

Graphic Design by Chris Epp.

GMO Terror

GMO Terror

This was an ad planned for the Boulder Weekly, timed with the release of Jurassic World in 2015. At this time, we were trying to make Alfalfa's Market cool again. It was a good opportunity to put our brand into the public in a topical, fun way while reinforcing our differentiators and standards.

Graphic design by Chris Epp.

The Only Drug Our Cows Eat

The Only Drug Our Cows Eat

This billboard, featured on the Broadway side of the Alfalfa's Market Boulder location, was an out of the box, funny way to talk about the standards in our meat department. While we wouldn't attempt this type of humor in every location, Boulder, Colorado has the appropriate demographic.

Dear Millennials

Dear Millennials

I wrote this open letter as an ad in the Rooster Magazine, targeting incoming students to Colorado University. As an "aging millennial" myself, I know that sarcasm is the way into our millennial hearts. I took a bit of a risk here by pretending to insult our audience at the start of the ad. The ad conveys that we're an in-touch company, with values and standards that millennials crave. It doesn't hurt that we follow up with some free money.

Read the letter

JP Sears

JP Sears

Celebrity JP Sears, parody personality of the new age guru, is a fan of our company. When he came to Boulder to do a book signing at the Boulder Book store, we jumped on the opportunity. He created a video about Boulder, in which he mentioned Alfalfa's Market. Sharing the video, I took the joke to the next level by offering a kombucha with a shot of wheatgrass called the "JP Sears". He loved the joke, we received a lot of traffic on our social channels, and our brand and standards were reinforced.