Project 3
Artisanal Solutions
Stockabl + Handmade Seller Magazine
Role: Marketing Specialist / Brand & Content Strategist Industry: Independent Publishing & B2B E-commerce Duration: 2022 (1 year)
The Challenge
Two niche brands under new ownership — a print and digital magazine serving the independent maker community, and a B2B wholesale marketplace — needed coherent brand identities, social media presence, and marketing infrastructure built largely from scratch. The owner had acquired both companies without prior marketing experience, so the role required both strategic direction and full execution.
The Approach
Reported directly to the owner, functioning as the sole marketing lead across both brands simultaneously
Developed and standardized social media branding for Handmade Seller and Stockabl across Pinterest, Facebook, and Instagram — creating templates, visual systems, and content frameworks to establish consistent brand identities
Managed ongoing social media content creation and scheduling for both brands, tailoring tone and content to distinct audiences: a maker/crafter community for Handmade Seller and a B2B wholesale buyer audience for Stockabl
Designed Stockabl's online product catalogue from scratch, translating a nascent wholesale marketplace into a browsable, branded buyer experience
Developed and executed email marketing campaigns for Stockabl, including segmented newsletters and promotional campaigns tailored to different audience lists
Contributed editorial content to Handmade Seller Magazine, researching and publishing a feature article for their readership
The Impact
Established the foundational brand infrastructure — visual identity systems, content templates, email architecture — that both companies needed before any meaningful growth could occur
Created the first coherent, consistent social media presence across both brands
Delivered a fully designed product catalogue that gave Stockabl a professional B2B face to the market
Deliverables
Social media branding & templates | Content creation & scheduling (Instagram, Facebook, Pinterest) | Online catalogue design | Email marketing campaigns | Segmented newsletter strategy | Editorial content & magazine article | Brand identity systems | Multi-brand management
