← ALL WORK

WHERE IT STARTED

WHERE IT STARTED

2006–2010

2006–2010

Catalog, craft and a brand people loved

Catalog, craft and a brand people loved

Catalog, craft and a brand people loved

CLIENT

Keurig Green Mountain

MY ROLE

Catalog and Digital Asset Specialist

YEARS

2006–2010

SERVICES

Print production · Merchandising · Digital asset management

Keurig Green Mountain

Keurig Green Mountain

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— RESULTS

4 years

4 years

4 years

Learning production, print and storytelling

Millions

Millions

Millions

Catalogs produced annually

— THE CHALLENGE

Before SaaS, before IPOs, before New York City, there was a Vermont coffee company, a print catalog, and a lot to learn. I joined Keurig Green Mountain in 2006 as a Catalog and Digital Asset Specialist, and spent four years doing some of the most hands-on, craft-driven work of my career. I directed print catalog production and press checks for millions of copies annually, managed non-coffee merchandising and web content, and ran the seasonal coffee program for the consumer direct department. This is where I learned what it means to build a brand at the point of contact — in people's hands, in their kitchens, on their doorsteps.

Before SaaS, before IPOs, before New York City, there was a Vermont coffee company, a print catalog, and a lot to learn. I joined Keurig Green Mountain in 2006 as a Catalog and Digital Asset Specialist, and spent four years doing some of the most hands-on, craft-driven work of my career. I directed print catalog production and press checks for millions of copies annually, managed non-coffee merchandising and web content, and ran the seasonal coffee program for the consumer direct department. This is where I learned what it means to build a brand at the point of contact — in people's hands, in their kitchens, on their doorsteps.

— MY APPROACH

Building a Brand You Can Hold Green Mountain was a national consumer brand at a critical moment of growth — Keurig brewing technology was still new, and the opportunity to bring it to consumers through direct channels was real and urgent. I evangelized the technology through catalog and consumer direct programs, planned photoshoots, managed digital assets, merchandised food and artisan pottery, and signed off on press checks for print runs in the millions. It taught me production discipline, brand consistency, and the difference between content that looks good on screen and content that holds up in print, all lessons I've carried into every role since.

— THE IMPACT

Craft Before Strategy Most communications leaders come up through PR or editorial. I came up through production learning to care about quality at the physical level before I ever wrote a press release. That background shows up in everything I do: in the care I bring to a report layout, in the attention I pay to how a brand looks across channels, in the instinct to ask not just "what does this say" but "how does this feel." Green Mountain Coffee is where that started. I'm glad it did.

Millions of catalogs produced annually · Consumer goods merchandising · Digital asset management · Brand production at scale

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alissa.mccue@gmail.com

alissa.mccue@gmail.com