I create brands, campaigns, and digital experiences that help organizations connect with audiences and drive measurable results.
Creative & Digital Strategy Manager • Detroit.
Chicane Digital Marketing
Agency: Marx LayneClient: Chicane, Plymouth, Michigan
Role: Creative & Digital Strategy Manager
Services: Campaign Strategy · Email Marketing · Responsive HTML · Copywriting · Social Media · Short-Form Video · Performance Analytics
Overview
As Creative & Digital Strategy Manager at Marx Layne, I partnered with Chicane, an upscale restaurant in downtown Plymouth, to develop and execute integrated marketing campaigns that elevated the restaurant's digital presence and encouraged reservations throughout the year.Rather than treating email marketing, social media, and video content as separate initiatives, I built a connected marketing system where every campaign worked together to tell a consistent story. Seasonal menus, recurring promotions, special events, and live entertainment were supported through coordinated creative that met guests wherever they interacted with the brand—from their inbox to their social feeds.
The Opportunity
Restaurants compete for attention in an incredibly crowded digital space. Promotions often have a short lifespan, audiences expect fresh content, and every campaign must communicate more than just a menu item—it has to sell an experience.
Chicane needed a marketing approach that felt as refined as its dining experience while remaining flexible enough to support weekly promotions, seasonal offerings, special events, and ongoing brand awareness. Every campaign needed to strengthen the restaurant's identity, encourage reservations, and create a consistent experience across multiple digital channels.
Chicane needed a marketing approach that felt as refined as its dining experience while remaining flexible enough to support weekly promotions, seasonal offerings, special events, and ongoing brand awareness. Every campaign needed to strengthen the restaurant's identity, encourage reservations, and create a consistent experience across multiple digital channels.
My Role
I led the creative strategy and execution for Chicane's digital marketing initiatives from concept through launch.
My responsibilities included:
Every deliverable was designed to support a broader campaign objective rather than exist as a standalone asset.
My responsibilities included:
- Campaign Strategy
- Creative Direction
- Email Marketing Design
- Responsive HTML Development
- Copywriting
- Social Media Design
- Short-Form Video Production
- Performance Reporting
- Brand Management
Every deliverable was designed to support a broader campaign objective rather than exist as a standalone asset.
Results
The campaigns consistently delivered strong engagement while helping maintain a cohesive digital presence across multiple platforms.
Email Marketing
- 56.46% Highest Open Rate
- 13.19% Highest Click Rate
- 23.35% Highest Click-to-Open Rate
Social Media
- 500K+ Combined Content Views
- 100K+ Combined Reach & Viewers
- 5,000+ Interactions
Featured Campaigns
Spring Menu Launch
The Spring Menu campaign introduced new seasonal offerings while positioning Chicane as a destination for elevated weeknight dining. The email combined editorial-inspired typography, premium food photography, and thoughtful content hierarchy to guide guests from discovery to reservation.
Rather than focusing solely on menu announcements, the campaign highlighted the overall dining experience through featured dishes, Happy Hour, private events, and reservation opportunities.
Campaign Deliverables
- Responsive HTML Email
- Campaign Strategy
- Copywriting
- Creative Direction
Supporting Video Content
To extend the campaign beyond email, I created short-form video featuring Chicane's Executive Chef introducing new menu offerings. The content added authenticity to the campaign while showcasing the restaurant's culinary expertise.
Results
Results
- 1.8K Views
- 108 Interactions
- 14 Shares
A companion reel highlighted Chicane's 885 Happy Hour, creating a more casual entry point into the campaign while reinforcing the restaurant's atmosphere and signature cocktails.
Results
Results
- 2.6K Views
- 66 Interactions
Designed to increase weekday traffic, this campaign repositioned Happy Hour as an experience for professionals, coworkers, and client meetings rather than simply promoting discounted drinks.
The campaign paired a responsive HTML email with supporting social media that reinforced recurring dining experiences and encouraged after-work reservations.
The campaign paired a responsive HTML email with supporting social media that reinforced recurring dining experiences and encouraged after-work reservations.
Corporate Happy Hour
The campaign paired a responsive HTML email with supporting social media that reinforced recurring dining experiences and encouraged after-work reservations.
Supporting Social Campaign
To maintain engagement throughout the week, I developed promotional graphics highlighting recurring dining experiences beyond Happy Hour.
Results
- 4.6K Views
- 18 Link Clicks
- 20 Interactions
Lobster Boil
The creative emphasized exclusivity and urgency while maintaining the restaurant's elevated visual identity. Messaging focused on limited availability and encouraged immediate reservations.
Supporting Social Campaign
Supporting graphics extended the campaign across Facebook and Instagram while maintaining visual consistency with the email.Results
- 3.9K Views
- 18 Interactions
- 4 Shares
Ongoing Marketing
In addition to major campaigns, I developed ongoing creative supporting Chicane's weekly programming and seasonal initiatives.
Included work for:
These assets helped maintain a consistent publishing schedule while reinforcing the restaurant's brand identity throughout the year.
Included work for:
- Live Entertainment
- Weekly Specials
- Seasonal Promotions
- Event Marketing
- Holiday Campaigns
- Restaurant Announcements
These assets helped maintain a consistent publishing schedule while reinforcing the restaurant's brand identity throughout the year.
Design System
One of the most valuable aspects of this engagement was establishing a repeatable creative system.
Instead of reinventing each campaign, I developed a flexible visual language that could scale across email, social media, and video while maintaining a cohesive brand experience. Consistent typography, photography, color, and messaging created familiarity for guests while allowing each campaign to feel fresh and timely.
This approach improved creative efficiency, strengthened brand recognition, and
ensured every touchpoint felt unmistakably Chicane.
Instead of reinventing each campaign, I developed a flexible visual language that could scale across email, social media, and video while maintaining a cohesive brand experience. Consistent typography, photography, color, and messaging created familiarity for guests while allowing each campaign to feel fresh and timely.
This approach improved creative efficiency, strengthened brand recognition, and
ensured every touchpoint felt unmistakably Chicane.
Reflection
This project demonstrates my ability to think beyond individual deliverables and build integrated marketing campaigns that connect strategy, design, copywriting, and digital execution.
Working through Marx Layne, I translated business goals into cohesive campaigns that balanced brand storytelling with measurable performance. From responsive HTML development and content strategy to social media, video production, and analytics, every piece contributed to a unified marketing ecosystem designed to keep guests engaged and returning throughout the year.
Working through Marx Layne, I translated business goals into cohesive campaigns that balanced brand storytelling with measurable performance. From responsive HTML development and content strategy to social media, video production, and analytics, every piece contributed to a unified marketing ecosystem designed to keep guests engaged and returning throughout the year.