Content Pipeline Development & Delivery for an Iconic Austin Brand
Role: Creative Marketing Manager | Disciplines: Content Strategy, Event Planning, Event Marketing, Social Media, Photography, Video Production
Radio Coffee & Beer is more than one venue — it was three locations and a food truck, each with its own neighborhood, crowd, and rhythm, all needing to feel like the same brand. On top of that, the drink menu turned over regularly, which meant a steady stream of new products needing a reason for people to care. The challenge wasn't just making good content — it was building a system that could scale across multiple locations without losing a consistent creative voice, while giving every new menu launch a real moment instead of getting lost in the feed.
The Approach
I owned the creative strategy and content pipeline end-to-end, across three locations:
Photoshoot direction for menu launches — Directed photoshoots for every new drink menu, translating each release into visuals that made the product feel worth trying, not just documented.
Analyzed and iterated on what our audience engaged with the most - shots of staff to keep the local, down-to-earth vibe.
Multi-location content planning — Planned and coordinated content shoots across three brick-and-mortar locations and a mobile food truck, each with different environments, lighting, and crowd dynamics, while keeping the output visually consistent as one brand.
Staff-driven Reels content — Built a Reels strategy centered on staff instead of polished product shots, betting that content would perform better if it felt like a real person sharing something rather than an ad. Baristas and bartenders became the face of the brand on camera — pouring, joking, reacting to new menu items — which gave the content a personality no straight product shot could match.
Social media ownership — Ran social strategy and day-to-day execution, translating in-person energy — new menus, live events, each location's personality — into a consistent online presence.
Audience-focused creative strategy — Developed the creative strategy for how to best reach our target audience, shaping what got shot, when it got posted, and how each location's content was tailored to the people actually walking through its door.
Highlights
Sustained, steady follower growth driven by a consistent operating rhythm rather than one-off pushes.
2,500+ new followers, 2.3M+ views, 165k interactions on brand content per 90 days
The staff-driven Reels approach paid off directly: one Reel broke out to 700K+ views, 60K+ likes, and 46k shares, while other staff-featured content consistently drove strong engagement and shares — outperforming standard product-focused posts.
Collaborated on content with other iconic local Austin brands, including Resound, Amy's Ice Creams, Charm School Vintage, and the SIMS Foundation, extending the brand's reach into other established local audiences and reinforcing its place within Austin's broader community fabric.
Review
The strategy treated each location as part of one brand story rather than four separate accounts, and leaned into people over product. Featuring staff in Reels — rather than polished shots of drinks alone — made the content feel like something worth watching, not scrolling past.
That authenticity is what let a single Reel break out to 700K+ views and almost 50k shares , and it's what kept other staff-featured content consistently outperforming standard posts. By pairing that human element with repeatable systems for photoshoot direction and content planning, the brand scaled its presence across multiple sites and a food truck without losing its voice — while still giving each new menu and event the dedicated creative attention it needed to actually land with the target audience.