Molly Baz
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.
- My role
- Merchandise program, launch planning & commerce operations
- Relationship
- Client program · Ambassador Brand Agency
- Period
- Selected work: 2020–2023
The assignment
Connect a distinctive food personality to an assortment and a coordinated release.
What I delivered
A multi-release merchandise program with connected creative planning, commerce and reporting.
May 2021 store results
May 2–9, 2021, archived launch-performance recap. The report records $223,257.17 as net sales. This is the store’s result for that period, not individual causal lift, profit or revenue attributed to the 2022 creative shown here.
My contribution
- Ran the merchandise program and coordinated product and launch planning.
- Directed asset requirements for website banners, email and Instagram feed and Stories.
- Handled sales reporting and ongoing account operations with the partner team.
Make the product part of her world
My 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.
Turn direction into an actionable brief
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 below show a separate 2022 release from the same program.
Stay involved after launch
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 store result below comes from the separate May 2021 performance recap.
Products and their campaign context
A product that belongs in the kitchen
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.View full artwork
A coordinated restock assortment
This feed creative and the banner above 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. These images are separate from the May 2021 result below.View full artworkMy 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.
Working on something similar?
Tell me about the brand, the audience and what needs to happen next.
Discuss a project Talk about a role