After spending decades in the sport of golf, Abendroth founder Emily Farrell created a mission-driven brand that naturally addressed a white space in the market. To support her in getting to the next level, I aided in crystalizing her brand strategy including documenting brand positioning, brand identity, brand messaging and crafting a brand book to support her in the process of both building her brand touchpoints as well as creating pitch decks to seek possible outside investment. This foundational brand work also provided a clear lens on how to build integrated marketing planning including brand partnerships, content marketing and email marketing.

In the spring of 2021, I supported Abendroth Golf by bringing a new product - the Ruth Pant - to market with product positioning, an integrated marketing plan, and support on the soup to nuts tactical execution including shot lists for product imagery, product copy, Shopify product set up and more. In addition to the Ruth launch, I also supported bringing the new spring colorways to market as well as a restock of core colors.

With a solid brand foundation and growing DTC sales, it was time for an elevated site experience. I supported Abendroth in summer of 2021 with a Shopify site refresh reflective of the updated brand and visual identity, as well as site optimizations across category and product description pages. In addition to making the site more shoppable for organic and earned traffic, we set the stage for the launch of digital advertising across social, search and PLA’s so that the product description pages would act as a conversion-optimized page for paid site traffic.