Liquidating 30,000 Olive Trees Through a Pop-Up DTC Brand

👀 Role + Context

This was a fast-turnaround project with two priorities:

1. Support Fresh Press Farms as it geared up for retail and DTC launches.
2. Launch a short-term brand — The Olive Tree Box — to liquidate a surplus of 30,000 olive trees via DTC and local pickup in Jacksonville, FL.

I was brought in by Helene Lee, who I worked with at 4th & Heart. She tapped me for my ability to move fast, scale paid media, and build Shopify infrastructure from scratch. I led brand creation, ecommerce setup, and campaign execution.

🔧 Scope of Work (Condensed)

• Personally executed all Shopify web development and graphic design — fully hands-on from setup to launch
• Developed brand identity, naming, messaging, and care content
• Led visual direction for photoshoots and creative assets
• Launched marketing infrastructure: Instagram, email, Google Ads
• Drafted and tested campaign strategy, including influencer gifting and UGC integration
• Gifted plants to key influencers to support flash sale visibility, resulting in highly effective shoutouts and direct engagement lift
• Conducted flash sale analysis and scaling model to guide liquidation roadmap

💥 Key Wins

• Built and launched a fully functioning DTC brand in under 6 weeks
• generated $10K+ in revenue, achieving a 2.97 ROAS on paid media