Amanda Speers
Hello! I’m a passionate brand marketer, foodie and fermentation enthusiast. I bring over six years professional experience spanning branding, marketing, advertising and public relations to help clients simplify and streamline their communication efforts. I work with emerging brands to identify positioning, create unique marketing and content strategies, craft a compelling story and deliver it to the right audiences via the right channels.
Most recently, I’ve worked with Flax Home as their Senior Marketing Manager. Prior to that, I worked at Vancouver-based branding agency, Glasfurd & Walker, helping their food and beverage, CPG and retail clients with branding and creative projects. Some previous clients include, brodflour, foodora, Tokyo Smoke, inkbox, Reliance Home Comfort, Mylo (now Moka), The Juice Truck, Earls Restaurant, Bosa Properties and Kitchen Table Group.
Looking for more information? I’m happy to provide rates, work examples, my CV or references upon request. Let’s chat.
brodflour
Launched in 2017, brodflour is an urban mill and bakery in Toronto with a simple goal to educate customers on the importance of eating real food made from fresh local ingredients. Despite experiencing a successful launch, brodflour quickly got lost in the competitive food and beverage landscape in Toronto. Without a clear brand voice or community presence there was a need to identify and clearly communicate the brand’s core values while engaging the right audiences frequently and authentically.
With a general mindset shift and growing interests in agriculture, sustainable farming practices and local food, there was an opportunity to educate customers on the benefits of using fresh milled local organic grain and sourdough fermentation practices. Further engaging with customers via under-utilized channels and initiating conversations via new channels helped brodflour stay true to its original purpose of changing the way flour is harvested, milled and baked – effectively becoming a resource and expert on all things fresh-milled flour and sourdough bread in Toronto.
My work with brodflour involved establishing a brand voice, positioning and point of view to help encourage lasting relationships with customers and brand partners. Setting up ecommerce allowed the bakery to service more markets while keeping operations local. My day-to-day work involved creating and executing a brand content strategy, implementing an omni-channel marketing plan, managing ecommerce and copywriting and content creation. Presenting a consistent brand and utilizing all communication channels - in-person, wholesale, social, and digital - has helped brodflour thrive in a saturated market.
Flax Home
Flax Home, a Canadian direct-to-consumer luxury linen home goods brand, launched in 2018 and has experienced consistent, impressive growth since. Despite having a large community and engaged customer-base, the marketing team hadn’t yet had an opportunity to take a step back and review what had been working and what needed updating. As a result, much of the original automated email strategy was complicated and tedious to review, analyze or update.
I worked with the digital marketing specialist to review the existing communication structure against marketing and business goals and create a new automated email strategy – helping with marketing and revenue goals while addressing key communication gaps. The strategy addressed communication goals, took advantage of upsell, welcome and abandonment offers and combined several outdated flows for ease of management.
During my time with Flax Home, I helped identify email marketing and automation opportunities and have streamlined lifecycle marketing efforts. This has given the marketing team time to focus on creative segmentation; upsell, promotional and acquisition opportunities; and, most importantly pull and assess data from campaigns and flows.