Case Study: Driving Authentic Growth for Wylie’s Wood & Leather

As Marketing Director at Burnt Waffle Marketing, I partnered with Wylie’s Wood & Leather, a handcrafted goods brand known for its rustic elegance and utilitarian design, to scale their digital presence while preserving the authenticity that defines their work.

Through a tailored mix of social media management, email marketing, and partnership strategy, we cultivated meaningful growth rooted in craft, storytelling, and connection.

Building a Strong Social Foundation

We began by refining the brand’s Instagram presence, using process-focused content, product storytelling, and community engagement to foster growth and brand loyalty. Over six months, the account saw a 500% increase in followers, all organically gained through consistent, values-driven content.

By highlighting behind-the-scenes processes, the maker’s story, and real customer testimonials, we turned casual browsers into loyal advocates.

Partnerships & PR with Purpose

In my role at Burnt Waffle Marketing, I also led partnership and PR initiatives, helping Wylie’s connect with aligned makers, media, and brand collaborators. These efforts resulted in both increased exposure and deeper brand credibility through features, cross-promotions, and niche influencer support—all carefully chosen to match the brand’s ethos.

Email Marketing That Converts

To complement our social and partnership efforts, I implemented a high-engagement email marketing strategy, maintaining a 40% average open rate across campaigns. Each email was crafted to reflect Wylie’s grounded tone—warm, honest, and process-focused.

From product launches to shop updates and maker insights, the emails helped cultivate a deeper bond between Wylie’s and its growing customer base.