SALT + GROVE
For over a year, I’ve served as S+G’s de-facto marketing director — building their digital ecosystem, shaping their brand presence, and driving consistent growth.
Salt + Grove is essentially three businesses in one (movement studio, spa, and boutique), and my role has been to weave all of those pieces into a cohesive, beautiful, high-converting brand experience across every touchpoint.
A full custom build for a three-part wellness brand
I designed and developed a completely custom Shopify website that blends retail, spa services, and movement studio offerings into a seamless UX — something that didn’t exist in our local market, or really anywhere.
My scope included:
Full UX design + information architecture
Complete copywriting across every page
Photography direction + content sourcing
Integrating and troubleshooting MindBody (booking system) on the backend
Light custom development (HTML, CSS, JavaScript) to enhance UX and extend Shopify’s native capabilities
Ensuring the site supports both online sales and in-person bookings
Technical support + backend management
SEO strategy + blog initiation
The result is a website that’s cohesive, branded, beautiful — and consistently converting visitors into bookings and sales.
CONTENT & SOCIALS
High-impact content creation rooted in strategy
I led content creation and social media for Salt + Grove, developing a consistent, high-quality presence designed to drive engagement, strengthen brand identity, and convert into bookings and sales.
My scope included:
Creative direction and content planning
Photography, videography, and editing (including drone)
4+ weekly posts (350+ total) — reels, carousels, and static posts
Writing captions aligned with brand voice and messaging
Building a cohesive, elevated visual identity
Producing high-performing and viral content
Driving traffic to the website, bookings, and retail sales
Collaborating with the team to plan and execute content shoots
Strategic email marketing designed to convert and retain
I led all email marketing for Salt + Grove, creating consistent campaigns and automated flows designed to drive bookings, increase retention, and support ongoing revenue across the studio, spa, and retail shop.
My scope included:
Weekly email campaigns (studio, spa, retail, and events)
Full copywriting and design for every send
Promotional campaigns for memberships, classes, and services
Automated flows including welcome, retention, and post-visit sequences
Segmenting audiences for more targeted messaging
Aligning email strategy with seasonal campaigns and launches
The result is an email system that supports both immediate conversions and long-term customer relationships.
THE IMPACT
Email performance consistently exceeded industry standards across all key metrics, including 60%+ open rates, driving bookings, sales, and retention.
CONCLUSION
WEBSITE
The website saw a steady increase (with predictable slow season dips) in traffic over time, as ongoing content and growing visibility built momentum together.
Salt + Grove is a dynamic, ever-evolving business that I’m really proud to have had a hand in shaping. It started as a studio and retail space, and over time expanded to include a spa, a second location, food service, events, and more. I’ve been there through that growth, helping everything evolve while still feeling like one brand.
As it grew, so did the complexity. Multiple locations, different teams, completely different offerings, all with their own goals and messaging. Making that feel cohesive is not easy, but over time, it really did come together in a beautiful way – that cohesion is a big part of what keeps it growing.
I’ve loved getting to experience the special community that’s grown. I’ve seen firsthand how much this space impacts people, how they feel, how they take care of themselves, and how they keep coming back. Being part of something that genuinely changes people’s lives for the better has made this work incredibly fulfilling, and has changed my life for the better too.
Even after stepping away for maternity leave, the brand continues to thrive from what we created. That’s been really rewarding to watch.
SOCIALS
We built a strong and recognizable presence on socials, publishing 350+ pieces of content and growing the audience steadily.
