Project Overview
I managed concurrent communication for four distinct brands: Mineirão Steakhouse (Malden, MA), Mineirão Market (6+ locations across Boston), Pete's-A-Place (Danvers, MA), and Delas Bowl (Rio de Janeiro). Each brand had a different audience, tone, and set of goals. I built scalable visual systems that let me move fast across all four, adapted messaging to each audience, and delivered consistent quality under constant deadline pressure — including campaigns and sweepstakes that drove engagement across multiple store locations.
4 Brands Managed
6+ Store Locations
Campaigns & Sweepstakes
Scope & Deliverables
Scalable Systems
- Content Architecture: Built repeatable content structures so four brands could be managed without chaos.
- Visual Systems: Designed flexible templates that adapt per brand while staying efficient to produce.
Audience Adaptation
- Brand Voice: Tuned tone and messaging to each brand's distinct audience and market.
- Campaign Strategy: Ran campaigns and sweepstakes to drive engagement across 6+ store locations.
- Delivery Under Pressure: Maintained consistent quality against concurrent, competing deadlines.
Challenges & Solutions
Four brands with different audiences competed for the same limited production time.
Built scalable content architecture and templates that made high-volume, multi-brand output sustainable.
Each brand risked sounding generic if messaging was reused carelessly.
Adapted voice and visuals per brand while reusing the underlying system.
Campaigns had to perform across many physical locations at once.
Coordinated campaigns and sweepstakes with consistent assets tailored for each location.
