Deadly Grounds

Client: Deadly Grounds Coffee Co.

Year: 2024

Project type: Website Manager, Editorial Copywriter, and Email Marketing Strategist

Available Links:

Diversity & Inclution

Project Status Note: Following my tenure, the brand underwent a digital transition and the original website version I managed is currently unavailable. However, I have maintained a full video walkthrough and archival documentation of the site’s design, layout, and functionality. This documentation serves as a record of the high-retention UI and editorial strategy I implemented, showcasing the platform's peak performance during my management.

The creative vision:

Working with an established name in the niche horror coffee market, my objective was to maintain a seamless digital experience that balanced high-volume e-commerce with community storytelling. The vision was to ensure the brand’s digital home felt as dark and welcoming as their physical locations, using content-driven marketing to keep the audience caffeinated and engaged.

Main Contributions & Execution:

Website Management & UI Maintenance: I served as the primary lead for the brand’s e-commerce platform. My responsibilities included continuous UI updates, backend inventory management, and ensuring a frictionless user journey from product discovery to checkout. I acted as the guardian of the site’s performance and visual consistency.
Editorial Content & SEO Blogging: I spearheaded the brand's blog strategy, crafting engaging, SEO-optimized articles that resonated with the horror community. By blending coffee culture with dark aesthetics, I transformed the blog into a high-traffic destination that supported organic search growth and brand authority.
Email Marketing & Retention Strategy: I designed and managed the brand’s email campaigns, crafting copy and layouts that drove customer retention. From product launches to seasonal newsletters, my focus was on creating "must-read" emails that translated into direct sales and reinforced customer loyalty.
Content Synchronization: I ensured that the website narrative, the depth of the blogs, and the urgency of the emails worked in perfect harmony. This 360-degree approach to digital communication ensured the brand’s voice remained consistent across all subscriber touchpoints.
Policy Architecture & Compliance: I led the development of the brand’s Terms & Conditions and Privacy Policy pages. Rather than using generic templates, I structured these documents to reflect the brand's specific operations—covering e-commerce liabilities, shipping policies for specialty goods (coffee/media), and user data protection. This ensured that the business was legally protected and that customers had a transparent, professional framework for every transaction.