My name is Molly Marshall. I develop digital strategies with a focus on ecommerce, social, and .com executions. It's fun.
Listed below are key projects where I have played a key role.
Reynolds Kitchens Redesign
Project (in progress): The Reynolds Kitchens brand aims to be a trusted tool in the kitchen, however, due to poor content management and out-dated back-end code, it has not been a trusted tool online. Due to my urging, the brand is now redesigning the full website, moving to a new CMS and host, updating code to be mobile responsive, improving content organization, improving the site user experience to increase average time on site.
Responsibility: Lead agency to meet objectives; lead brand managers during project discovery phase; establish business requirements, goals, and timelines; review market research and usability studies to determine optimization opportunities; approve creative based on brand guidelines and user experience needs.
Reynolds Kitchens News Bureau
Project (ongoing): Word of mouth recommendations, tips, hacks, and classic good advice has a longer lasting impact on a consumer's buying behavior than banner ads. Knowing this, Reynolds executes a content generation program to generate story ideas to leading publishers and public relations agencies.
Responsibility: Lead agency to meet objectives; approve creative based on product usage and content appeal in public relations; analyze results for optimization opportunities.
Reynolds Kitchens Instagram
Project: The Endless Table campaign by Reynolds Kitchens utilized social media to create the first Instagram cookbook, featuring seasonal recipes targeted to digitally savvy moms facing the daily challenge of planning meals for their families. Taking advantage of the grid pattern on Instagram, the Reynolds Kitchens account built an "endless table" of dishes utilizing Reynolds products. In six months, the account grew from under 1,000 followers to over 10,000 today, receiving a great deal of positive press in the industry.
Responsibility: Develop social posting strategy, including community management and outreach; direct creative execution.
Reynolds Kitchens Recipe Template
Project: Reynolds Kitchens has a rich collection of recipes, showcasing product usage tips, but had an outdated template that performed poorly on mobile. The recipe pages were redesigned to highlight product usage and increase user discovery throughout the website.
Responsibility: Lead agency to meet objectives; lead brand managers during project discovery phase; establish business requirements, goals, and timelines; review market research and usability studies to determine optimization opportunities.
Hefty Product Template
Project: Hefty's products outperform the competitors but lags behind in market share. The product pages on Hefty.com were updated to highlight the product differentiation between Hefty and its competitors, as well as integrate ecommerce, user reviews, and advertising campaigns.
Responsibility: Lead redesign of this section of the site, directing discovery, establishing business requirements, and leading the agency through execution.
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