Domaine Santé is a California-based small business producing grape nectar, a natural, low-glycemic sweetener made from wine grapes, designed as a healthier alternative to refined sugar. The brand positions itself at the intersection of health and culinary application, selling primarily through farmers markets and its e-commerce website.
As a marketing, communications and publication extern, I was brought in not simply to create content, but to evaluate how the brand was communicating across platforms. I identified where strategy, messaging, and audience alignment could work together more effectively. My work spanned digital analytics, integrated marketing communications planning, brand messaging, and content development.
Projects & Contributions
I began by conducting a comprehensive Google Analytics audit, analyzing how users were finding the site, what content they engaged with, and where gaps existed between the brand's message and audience experience. Those findings informed a full IMC strategy which included audience segmentation, messaging alignment, and a phased roadmap for content and channel integration. I also developed copy materials and a digital cookbook strategy designed to increase product usage and brand engagement long-term.
My greatest strength throughout this externship was connecting research to strategy, using data and audience insights to shape communication decisions rather than simply producing content. That skill was tested early when a Google Analytics audit revealed a 90% bounce rate, which pushed me to think beyond individual content pieces and consider the full user journey. Working with a small business meant every recommendation carried real weight, and that accountability made me more precise and intentional in my approach. Presenting findings and defending strategy directly to a founder also gave me hands-on experience navigating a client relationship in a way that meaningfully expanded my professional network. More than anything, this externship connected the frameworks I've been studying - audience segmentation, channel strategy, and messaging alignment - to real work, deepening both my skills and my understanding of where I want to take my career.
Proficiency
Google Analytics
Data Interpretation & Analysis
Canva
Presentation & Mockup Development
Hootsuite
Content Creation, Scheduling
Skills
Integrated Marketing Communications
Digital Audience Analysis
Brand Messaging & Copywriting
Strategic Communication