Joy the Baker & The Bakehouse

Joy the Baker is a nationally celebrated blogger, baker, food photographer and best-selling cookbook author.

I worked with Joy Wilson, better known as Joy the Baker, to shape and grow her brand through social strategy and in-person events. Together we developed The Bakehouse New Orleans, an in-home baking school in the Bywater neighborhood of New Orleans where Joy hosted weekly classes that set the standard for food experiences in the area.

I managed The Bakehouse’s Instagram account, growing it to 30K followers organically, and in 2018 it was highlighted by Instagram’s COO Marne Levine an “Instagram account small businesses can learn from.” Additionally, I coordinated and produced large-scale activations, including a Summer 2019 popup tour of baking classes across five U.S. cities and The Bakeaway, a three-day retreat in New Orleans that sold out multiple times.

My work also included brand positioning, content development, newsletters, advertising, collaborations with partners like Veuve Clicquot, Grey Goose, Williams Sonoma and Cherry Bombe, and production for photo shoots and events. When the pandemic hit, I spearheaded the pivot to virtual classes, helping make 2020 The Bakehouse’s most profitable year to date.

Two women standing together outdoors on a wooden deck with green grass, trees, and flat landscape in the background. Both women are wearing sunglasses and smiling.
A woman with glasses, curly hair, white shirt, peach apron, gray pants, and brown clogs standing in a modern kitchen, holding a mug and smiling.
Two women looking through printed photos and papers on a colorful patterned rug in a cozy living room.
Cover of a holiday baking magazine titled 'Joy the Baker', featuring a box of assorted Christmas cookies and candies, a small photo of Joy Wilson with text identifying her as a professional baker, cookbook author, and blogger. The cover highlights ho
Three boxes of Williams Sonoma Joy of the Baker baked goods on a kitchen counter, featuring chocolate cake, espresso chocolate cake, and vanilla cake with pecan praline glaze.
A woman in a red shirt filming a cooking show in a kitchen studio with professional lighting and cameras, a ginger cat sitting on the wooden floor.
A woman standing outdoors on a rainy day, holding a glass of wine and a bottle, smiling for a photo being taken by a man, in front of a yellow Veuve Clicquot branded vehicle.
A woman and a man on a film set outdoors, handling a professional camera with a monitor, surrounded by yellow flowering bushes and trees.
Two women celebrating with cakes that have handwriting on top, with colorful streamers and party decorations in the background.
A group of women standing together outside a restaurant named Jackros, holding champagne glasses, smiling for a group photo during a celebration.
A group of women gathered around a long dining table in a decorated room, engaged in conversations. The room features a mural on the wall and floral curtains.

Brand positioning, brand strategy and brand voice development  | Creative content development | Newsletters & email marketing | Product & merch development | Website copy | Advertising | Brand activations & collaborations | Photoshoot production, art direction & styling | Systems & templates | Internal & external communication | Diversifying revenue streams

Developed the concept of The Bakehouse, an in-home baking school in the Bywater in New Orleans hosted by Joy the Baker

Conceptualized, marketed and produced weekly baking classes in New Orleans

Created and managed the Bakehouse Instagram which grew to 30K followers under my direction

In 2018, Instagram’s COO Marne Levine named The Bakehouse an “Instagram account small businesses can learn from”

Coordinated and produced the Summer 19 tour, a popup tour of baking classes in Austin, San Francisco, Oklahoma, Portland and Seattle

Partnered with Joy’s management on collaborations with Veuve Clicquot, Grey Goose, Williams Sonoma and Cherry Bombe 

Produced and marketed The BakeAway, a three-day, 12-person baking retreat in New Orleans that sold out three times

Spearheaded the pivot to virtual classes in the wake of the pandemic, making 2020 The Bakehouse’s most financially profitable year to date

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