The Challenge
Niche liquor brands struggled with fractured digital distribution and had no way to acquire customers through earned content. They lacked the engineering resources to build modern, high-converting retail discovery tools that performed well on search, and entirely lacked an authentic content marketing strategy.
The Approach
I conceived, directed development of, and shipped a comprehensive B2B marketing ecosystem. The consumer-facing platform (craftedpour.com + iOS/Android apps) serves as the organic discovery engine, featuring 1,000+ cocktail recipes with localized Drizly/ReserveBar checkout. I created the Tastemaker Program — a curated creator network of bartenders and spirit educators — to produce authentic branded content that drives organic traffic (~4x growth via SEO-optimized recipe pages). The embeddable Vue 3 widget lets brands drop a single line of code onto their sites to surface local inventory data and recipe pairings with server-side rendering for crawlability. WordPress plugin built; Shopify plugin in progress.
Impact
The platform served over 1.5M interactive widget views and drove a measured +58% conversion lift on partner sites. Presented at the DISCUS Innovation Showcase (Oct 2024). The full stack spans five codebases: Next.js 14 (Vercel), Vue 3 widget (Firebase Hosting), Firebase Cloud Functions (Node 20), React/FireCMS admin CMS, and Flutter mobile app.
