Overview
As the marketing lead for Dinky Donut Shack, I managed all social media and content creation efforts across Instagram and Facebook, helping to define the brand’s playful and nostalgic voice and visual identity. I developed and executed seasonal campaigns, created promotional materials, and supported in-store marketing through signage and menu design. My role encompassed photography, video, copywriting, and minor design—collaborating closely with our in-house designer and shop team to ensure seamless, on-brand rollouts. From daily content to special collaborations, I worked to make Dinky feel as fun and craveable online as it is in person.
Scope of Work
Content Strategy & Creation
Social Media Management
Campaign Development
Photography & Videography
Creative Direction
Paid Ad Strategy
Brand Collaborations
Social Media Work Samples
A majority of my role with Dinky Donut Shack centered on managing the brand’s social media presence. I led the creative direction across Instagram and Facebook—handling photography, videography, copywriting, scheduling, community engagement, and often paid ad strategy to support campaign goals and brand growth.
Fall spice and everything nice 🍂🍎 Apple cider donuts are BACK at Dinky Donut Shack until the end of the year! These fan favorite will also be featured at Taste of Coronado this evening 10/9 from 5-9pm. Make sure to stop by for some Dinky desserts 🍩
A little dinky goes a long way, and can change the course of your day ☀️ You can’t have a bad day when you start your morning with us 😁
ITS PEANUT BUTTER JELLY TIME 🥜🍓 Dinky Donuts is throwing it back to the early 00’s with the flavors of the month: PB&J and Cosmic Brownie. As sweet as a homemade sack lunch and a note from Mom ❤️
Break through those morning blues with a teeny tiny bit of goodness and maybe a cup of coffee to get your morning started! ☕️ 🍩
I scream, you scream, we all scream for Orange Dreamsicle Dinky Donuts 🍊🍦 Introducing our new June flavor which is sure to taste like summer ☀️
🍂 Fall is here, and so are our fall flavored donuts! From Apple Cider to Pumpkin Spice Cheesecake to Fall Sprinkles, our seasonal Dinky Donuts are perfect for any autumnal gathering or office party 🍩
🍩 Dinky Donuts with a view? 🌅 Don’t mind if I do! Our bite size flavor bombs can be enjoyed just about anywhere, but taste especially sweet on the beach 🏝️
🌸Psst… guess what’s hitting our shelves this week? Carrot Cake Donuts! 🥕🍩 Get your spring flavors on with these cream cheese frosted bites of heaven 🙌 Don’t just drool over your screen - come get ‘em at the Dinky Donut Shack!
Instagram Reels
I conceptualized, created, edited, and published Instagram Reels for Dinky Donut Shack—my first hands-on experience producing short-form video content from start to finish. Drawing inspiration from trending formats within the food and beverage space, I tailored each video to reflect Dinky’s cheeky, vibrant, and laid-back personality. These playful Reels helped boost engagement, showcase product variety, and bring the brand’s voice to life in a fun, scroll-stopping way.
Click images below to view videos on Instagram
Brand Collaborations:
X
As part of a cross-brand collaboration within the Blue Bridge Hospitality portfolio, Dinky Donut Shack and MooTime Ice Creamery teamed up not only to reduce waste but also to create sweet new offerings. Leftover donuts from the morning shift at Dinky Donut Shack were repurposed as mix-ins for MooTime’s sundaes, turning excess into indulgence. We took this to the next level by collaborating on limited-time flavor pairings to highlight the brand connection, while additionally encouraging customers to enjoy both brands in one delicious sweet treat. This playful partnership boosted engagement across both brands while reinforcing a shared sense of fun and creativity, especially amongst local families.
Results
The following analytics reflect my work leading content strategy, creative direction, and paid advertising across Instagram and Facebook for Dinky Donut Shack. The operation closed its doors in February 2025.
📈 Reach: +227% (98.5K total)
📹 Views: 99.6K
💬 Content Interactions: +100% (2.8K total)
🔗 Link Clicks: +253% (6.1K total)
👥 Followers Gained: 538
🧭 Profile Visits: +174% (8.9K total)
📈 Reach: +778% (82.7K total)
📹 Views: 163.5K
💬 Content Interactions: +970% (289 total)
🔗 Link Clicks: +17% (510 total)
👥 Followers Gained: +82% (20 new followers)
🧭 Profile Visits: +227% (929 total)
Creative Approach
My creative direction for Dinky Donut Shack centered around its bold, cheeky, and laid-back personality—imagine a mix between a tiki head and the Kool-Aid Man. I embraced the brand’s vibrant color palette and playful spirit, keeping our content product-forward while experimenting with fun, trend-inspired Reels that showcased the culture behind the counter. I prioritized consistency across our visuals, with monthly photo shoots to keep our donut lineup fresh and eye-catching, while allowing space for flexibility and real-time ideas. Drawing inspiration from brands like Poppi and Crumbl, I worked closely with the culinary team and staff to craft campaigns that were relevant, nostalgic, and community-minded — like our back-to-school donut collab that turned into a fan favorite
Tools Used:
Canva
Adobe Creative Suite (Photoshop, Illustrator, InDesign)
DSLR Camera, iPhone Camera
Photography Equipment
Instagram, Facebook, Meta Business Suite
Yelp and Google Business Accounts
Later Social
Asana Project Management
Microsoft Office 365
Toast