Anchovi

Anchovi was built to modernize how foodservice distributors do business online. When I joined, the platform had the product — it just needed the marketing engine to match. I was brought in to build that from the ground up.

Joining Anchovi roughly a year after its acquisition by Dot Foods meant stepping into a high-growth window with a lot of ground to cover fast. As the only marketer on the team, I wore every hat — from CRM setup to campaign production to website oversight.

The first priority was fixing how we talked to customers. Our email open rates sat at 4% — a sign that our contact list was bloated with bad data and our templates weren't doing the job. I cleaned up the HubSpot contact database, redesigned the product newsletter, and built a new master email template for Anchovi. Open rates climbed from 4% to 17%.

In parallel, I worked closely with the Product team to drive platform adoption. Through targeted campaigns, onboarding improvements, and consistent product communications, we grew active users 2x over six months.

I also oversaw the build of the new anchovi.com website — a project that needed to hit MVP level before a key tradeshow deadline — and produced the majority of customer-facing marketing materials throughout my time there.