About
My name is Joe DeMars
I am a passionate brand marketer with a love for impactful storytelling & cracking each and every unique customer journey. I work with value-aligned DTC brands to improve their digital brand experience, designing efficient customer acquisition strategies, refining effective marketing automations, and executing strategic marketing campaigns from ideation to launch.
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Brand Marketing Portfolio
Defining Brand via
Lifecycle Marketing
A beloved sustainable coffee brand with high customer loyalty in cafes, Equator Coffees still had unrealized potential in maximizing its online earnings by driving more monthly recurring revenue among online coffee shoppers.
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I redesigned the brand's email & SMS automated flow ecosystem to include more timely & personalized touchpoints along each customer's journey with a welcome series, cart & browse abandon flow, and customer winback flow, transforming the channel and increasing annual automated flow revenue by $54k (+361%).
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For the highest lifetime value (LTV) cohort of active coffee subscribers, I moved the brand to a more modern subscription service provider, updated up their program structure to reward extended customer loyalty, and re-imagined their cancellation prevention strategies, reducing monthly subscription churn by 56%.
Defining Brand via
Paid Media Strategy
An established industry leader with a developed wholesale network, Kala Brand Music had its sights set on DTC e-commerce growth. Following a site re-design, the brand was ready for high-intent traffic and greater online visibility to drive more Shopify conversions.
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I developed a lean and efficient paid media strategy for the brand, turning to Google Ads for high-converting PMAX campaigns and brand-protection in search, and to Meta Ads and Audio Advertising channels for both top funnel visibility and re-targeting conversion campaigns.
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With little budget for content creation, I repurposed existing brand videos, sound samples, and standout UGC into the brand's MVP ad creatives, A/B testing our way into the highest-converting Kala ads on Google and Meta to date.
Defining Brand via Creator Partnerships
A technical marvel championed by a staple of touring musicians, the U•BASS® still lacked a strong online presence to reach a largely untapped customer segment of younger creatives. With a slim budget to grow an audience, my strategy was to lean into the product's core strengths—novelty, quality, and uniqueness—to foster key creator partnerships across Instagram, TikTok, and YouTube, and give these passionate creators a shared identity: U•BASS® Artists.
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In under two years, U•BASS® impressions saw a substantial increase, driving 25k follower growth (+60%) to its parent brand on Instagram, record DTC Shopify sales for U•BASS®, and longterm influencer relationships for the brand that continue to this day.
