Atomo Coffee Inc.
Atomo Coffee is a Seattle-based food-tech start up that makes a revolutionary beanless coffee. Using upcycled date pits instead of traditional coffee beans, Atomo is one of the most sustainable coffees you can enjoy, without compromising on flavor. #DrinkAtomo
Initially hired to manage the Kickstarter campaign, I cultivated the launch and growth of Atomo Coffee as the first employee with the Co-Founders, from concept in the early beginnings in the garage to now 2 offices and 2 production facilities. As one of the founding team members, my role at Atomo shifted based on the needs of the company.
Roles & Responsibilities
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Led the team responsible for launching Atomo’s first generation of beanless coffee products into retail and e-commerce, championed the Company's sustainability mission and initiatives, as well as built an empowered community of customers driving change for the future of coffee and the planet.
Results:
Created high visibility of Atomo in press which led to initial VC funding of $2.5 million in 2019, followed by $9 million in 2020, and $40 million Series A in 2022.
Hired, coached and directed a dynamic team of creatives, experiential marketing managers, sustainability manager, as well as ecommerce and community managers
Created high impact marketing strategy in line with company OKRs, with PR successes such as Atomo being named TIME’s Best Inventions of 2022
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Worked with the CEO in executing strategic corporate initiatives in alignment with the Company’s core values, led organizational design to maximize performance and information flow, managed the project management and sustainability leaders, as well as facilitated transparent communication from the CEO’s office to relevant stakeholders, employees, and media.
Results:
Managed communications and leadership in place of CEO while he was traveling as well as liaised with the Board of Directors.
Initiated and facilitated executive strategy sessions with top levels of leadership to tackle large scale challenges
Directed the Project Manager in creation of a standardized project management and tracking system to establish transparency and accountability across the organization
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Alongside the executive leadership team (ELT), developed and implemented an invigorating human resources and culture program focused on building professional development and value-driven growth opportunities for employees.
Results:
Managed all talent acquisition for the organization including crafting job descriptions, developed a manageable and repeatable hiring strategy and process, as well as worked with recruiting agencies.
Sponsored the Culture Council, an ERG that led events such as volunteering and community building, holding the organization accountable to its Core Values, and integrating them into our daily work.
Worked with ELT to create fair and equitable compensation and incentive packages for employees.
Kickstarter Campaign:
Atomo Molecular Coffee
Atomo launched it’s MVP, a hot coffee made without coffee beans, via Kickstarter in February 2019. I developed the copy, supported the direction of the campaign, managed media and community relations as well as promoted the campaign through social media channels. The campaign generated international attention and was successfully funded in 30 days. The article published by Fast Company garnered investor attention leading to a term sheet for $2.5 million within 10 days of announcing the company.
Total Backers: 693
Total Funds Raised: $25, 331
Brand Progression
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2019. The initial brand concept I developed for Atomo was focused on the utilization of retro-futurism style comics. Comic books have traditionally been used to tell stories about war, crime, and disaster in fun and engaging ways for all audiences. We knew we didn't want Atomo to be marketed like conventional coffee and needed to find a way to educate audences about the challenges coffee was facing. I worked with a contract graphic designer for the logo and used stock images for our flagship assets.
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2020. As we continued to grow and develop our brand identity, we knew we wanted to create original artwork that was slightly more modern and much more inclusive. The updated brand concept focused on community and education. At this time we had hired a Creative Director to execute in-house design projects and whom I collaborated with on brand direction as well as contracted an independent illustrator.
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2021. The company was preparing to launch Atomo's flagship cold brew product and decided to pivot the brand to a more tech/ science feel. I assisted in project management of this brand execution under the direction of a new Head of Growth but was not involved in art direction. Shortly after the brand was completed, I transitioned to Head of People and Culture.
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2022. Atomo launched it's ecommerce shopping experience as well as into local retail. Following consumer feedback, the brand once again pivoted to it's current look. I was brought back into the growth department following the rebrand to lead the team responsible for ecom, social, creative, and experiential marketing.
Head of People & Culture
As Head of People and Culture I developed the foundations for a robust and engaging Human Resources and Culture Program.
People Operations
Organizational Design
Drafted Employee Handbook along with Legal Team
HRIS management (Gusto, Homebase, Rippling)
Communications
Atomo Employee Newsletter
COVID Policy updates
New Policy memos
Culture
Culture Check-Ins
Psychological Safety Survey & Learnings
Team Building Events
Employee Satisfaction Surveys
Culture Council ERG
Recruitment
Managed Full Employee Lifecycle
Developed and Refined Hiring and Interview Process with ELT
Worked with Recruiters for senior leadership positions
Worked with marketing team to develop recruitment materials such as videos and pamphlets