A merchandise program built around Molly’s world of food, personality and useful products. I connected product and launch planning with campaign execution and commerce operations.
Connect a distinctive food personality to an assortment and a coordinated release.
A multi-release merchandise program with connected creative planning, commerce and reporting.
Product planning, a kitchen full of aprons, the store and a customer’s order. Different parts of the same program.
I ran the merchandise program and coordinated product and launch planning. The range extended into the things her audience used in the kitchen, alongside apparel.
This working board brings the possibilities together: product types, colors, artwork and decisions still to make.
My launch plan centered on Molly wearing and using the products. These photographs show the aprons in that setting, with the color and construction visible in use.
My role continued through commerce operations and account reporting. These archive captures show the product on the store and in a customer’s order, down to the embroidery and printed insert.
The same apron shape becomes a clear two-color assortment in the storefront.
Historical storefront capture. Products and prices are shown as archived.Inspect image
A received apron, the embroidered detail and a printed insert, shared by a customer and reposted by the brand.
Customer product post by @katelyn.woolley, reposted by @mollybaz. Product feedback, not a testimonial for my services.Inspect image
The apron photographed from the back while being worn in the kitchen.
Product photography from the project archive. Brand and creative team.Inspect image
A customer singled out the embroidered dachshund as a favorite detail.
Customer product post by @jesssparks20, reposted by @mollybaz.Inspect image
An apron from the book-drop archive connects the merchandise to how the audience actually spends time. My product-planning work explored kitchen products and audience requests alongside apparel.
Book-drop product photography. Brand/team asset; precise photograph date not established.Inspect image
The website version of the restock campaign, paired with the feed creative from the same release.
2022 core-restock brand/team artwork. “Shop Now” is part of the archived image.Inspect image
The feed creative and website banner present the same restock assortment across social and website formats. They illustrate the multi-placement campaign work within the merchandise program.
2022 core-restock brand/team artwork. Separate from the May 2021 store results.Inspect imageMy November 2020 launch plan put Molly wearing and using the products at the center of the creative. It proposed a cooking livestream, product-led social posts, coordinated profile links, Stories countdowns and a Patreon email around the November 23 release. The plan gave each channel a job. The merchandise program launched on November 23, 2020.
For a January 2022 capsule, I briefed the creative partner on website, email, feed and Story formats. I followed up with dimensions, a transparent Story export and a three-item banner assortment. The direction covered how the campaign would work across placements. The core-restock examples in this case show a separate 2022 release from the same program.
The work continued through product planning and account reporting. In May 2023, I supplied archived sales reports to the partner team when they requested performance context following the cookbook release. The order activity noted here comes from a separate May 2021 recap.
May 2–9, 2021
Storewide order activity for the reporting period. The case documents my program, product and launch-planning responsibilities alongside team creative work.
A May 2–9, 2021 archived launch recap records 2,632 store orders. This is a storewide result for that period, not individual causal lift or an outcome attributed to the 2022 creative shown here.
Launch films, campaign photographs and audience responses, with my role in the work.
My November 2020 launch plan centered on Molly wearing and using the products. These original posts show the release and a live fashion show.
Original content by Molly and her creative collaborators. These posts are separate from the May 2021 sales recap and the 2022 campaign artwork.
The launch announcement
Original merchandise release.
The live “fashion show”
The complete 40-minute recording of Molly presenting the collection.
Molly’s January 21, 2021 post introduced aprons in colors inspired by the previous day’s inauguration. Her original carousel adds the launch story to the product and customer archive shown above.
My role in the broader program covered product and launch planning, commerce operations and reporting. Original post by Molly and her creative collaborators.
The jewel-tone apron release
Browse each collection with the arrows or thumbnails. Films play when selected.
My role combined program management, product and launch planning, creative briefing and reporting. Campaign design and product photography were produced with the brand and creative teams.
Tell me about the brand, the audience and what needs to happen next.
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