Nada Grocery

ROle: Director of digital strategy

Joining Nada as Marketing Manager marked the beginning of a transformative journey that evolved into roles as Marketing Director and Digital Director. My initial involvement in content marketing ignited my passion for the brand's commitment to a healthier planet. Founded by marine biologist Brianne Miller, Nada posed a profound question: What if food… was just food again? The grocery store emerged on a mission to redefine shopping while prioritizing personal and planetary health.

One standout campaign focused on the narrative of a plastic container, coinciding with the launch of the Upcycling Container Program. This initiative delivered a powerful message about unnecessary consumption and the collective effort needed to divert plastic from landfills. Other impactful campaigns included ‘Nada at Home’, ‘Field Trips’, ‘On the Menu’, ‘For me, for you, for the planet’, and ‘Nada Presents’.

As the Director of Digital, I led the marketing and creative department through a pivotal phase—transitioning Nada from a brick-and-mortar establishment to an omni-channel presence. This involved creating a groundbreaking Shopify website, a first-of-its-kind platform for a unique grocer like Nada. The innovative business model, featuring product weight-based sales, container filling, and occasional container sales, required customized Shopify functions and integration of third-party apps, addressing challenges typical grocery stores face, such as managing diverse inventory.

The experience was a unique opportunity to reconnect people with food in its purest form, sparking crucial conversations about our food system. By supporting Nada, patrons weren't merely endorsing local businesses; they were champions of a community food system connecting buyers with suppliers offering healthy, unpackaged goods. In essence, my role at Nada was more than a professional undertaking—it was a commitment to driving positive change, fostering sustainability, and building a community dedicated to conscious consumer choices. The journey with Nada left an indelible mark on my career, forging lasting connections and contributing to a cause that extends beyond the realm of grocery shopping.