WALDEN LOCAL
I began my work for Walden Local as a Senior Marketing Manager in January 2021. My focus has been ensuring that all product launches are rolled out smoothly with cross-org collaboration, and I’ve overseen Walden’s content strategy around A2 milk, lamb, seafood, and various partnerships. Walden Local is the largest meat-based CSA in the United States and our mission is centered on telling stories around local, sustainable agriculture.
I manage Walden’s Creative Director in addition to several outside contractors including a copy writer, web development team, and creative agency.
Section Guide
1. Walden Local x B Good
2. Solar Grazing
3. Photography
Walden Local x B Good Partnership
Primary Role: Marketing Project Manager, Launch Strategy, Content Capture, Creative Approvals
Walden does not have a full time videographer or photographer, and so I often step in to fill this need when our marketing budget does not allow for outside help. I shot and edited these reels to support the rollout of a partnership between Walden Local and B Good restaurants (B Good now serves 100% Walden Local meat for all their burgers).
I also managed member-facing communications and in-store collateral for this partnership.
Content For The Real World
Aside from creating content for the digital realm, I have a wealth of experience in fabricating physical assets. Alongside our Creative Director I helped facilitate the creation of several store materials to drive traffic back to Walden Local’s member program from the B Good partnership launch.
These materials included a bag insert, table tent, in-store signs, window clings, and a sticker on every burger sold. I led several rounds of ideation before final materials were approved by leadership and sent to print. Photography was captured at the same time I shot the interviews with the B Good team.
Solar Grazing Shoot
Primary Role: Marketing Project Manager, Launch Strategy, Content Capture
Walden Local stopped selling lamb in their share program because the supply farm encountered issues with raising the animals in compliance with Walden’s standards. When the supply team found a promising new candidate with the American Solar Grazing Association, I was sent up to document the site during a visit from one of our auditors (Cole Trager).
I ran the shoot solo and captured content for social and paid ads. Below is a reel focused on Walden’s auditing process. Eventually I led point on the re-launch of lamb back into the program in 2023. Lamb adoption exceeded launch expectations by 30%.
Content was captured with my personal A7iii and DJI Mavic drone. The lambs were surprisingly unbothered by the noisy aircraft.
Walden’s Photo Needs
Primary Role: Photographer, Content Creator
Working together with our Creative Director, I shoot a lot of Walden’s photography myself when we do not have the budget to hire an outside contractor. Photography needs at Walden range from simple product photography to website imagery and paid ad content. In all captured content, we strive to tell a story. Walden’s brand also invites a less “staged” and more casual style and so it’s important that we preserve the brand’s authenticity in everything we shoot. This is a major reason why we do not work with a food stylist for most sessions. Yes, everything here is real and edible!
Below are a few raw samples of this work. Some images are unedited.
