Digital Marketing Specialist — COBS Bread
COBS Bread is a bakery franchise known for its fresh, handcrafted bread and community-driven approach across Canada and the US. As a Digital Marketing Specialist, I focused on driving brand awareness and customer engagement through integrated campaigns, partnerships, and digital initiatives that supported franchise growth and local market activation.
Bagel Trial and Launch
Led the go-to-market campaign for a new product line, piloting in select stores before expanding nationally. Developed promotional messages, digital ads, and in-bakery sampling to drive trial. The campaign emphasized freshness, variety, and value, resulting in strong customer adoption and repeat sales.
“Play to Pay Day” at COBS Bread
Designed a gamified local promotion that rewarded customers with discounts and prizes for engaging with branded campaign. Combined paid social, email, and in-store signage to maximize participation. The initiative boosted traffic and built long-term engagement through fun, family interactive experiences.
COBS Club Loyalty App
Created targeted campaigns and compelling offers designed to drive new member sign-ups. Developed member-only promotions and redesigned the customer journey to highlight program value at key touchpoints. These efforts increased enrollment, strengthened retention, and provided franchisees with a measurable engagement tool.
New Media
Expanded COBS Bread’s digital presence with new channels including TikTok, influencer partnerships, and localized paid campaigns. Created content strategies tailored to each platform, highlighting storytelling and community connections. This approach reached younger audiences, diversified traffic sources, and built brand relevance beyond traditional media.
Agency Partnerships
Oversaw collaborations with media and creative agencies, ensuring alignment with brand goals and franchise priorities. Negotiated budgets, guided campaign creative, and optimized performance reporting. The unique value came from balancing consistency across markets while tailoring tactics to local store needs.
USA Openings
Supported COBS Bread’s expansion into the US with market-entry campaigns. Developed geo-targeted ads, localized content, and launch promotions that introduced the brand to new communities. Positioned openings around freshness, quality, and community connection, driving strong awareness and foot traffic.
