organizational development & marketing strategy

This project scaled a niche business concept from Chapel Hill, NC to historic Charlotte. Incubated by a small group of real estate developers, The Crunkleton of Charlotte is a popular private bourbon club bringing North Carolina’s rarest collection of antique spirits to a quaint retail space in historic Elizabeth.

With the goal to develop scalable practices and regional brand saturation early-on, we partnered to ensure long-term viability of this investment on paper and in practice, using carefully managed marketing strategy and organizational development to create “a rare blend of urban vitality and historic heritage” that could attract leading real estate developers to invest in this quiet intersection and drive brand valuation even farther.

I partnered with teams of dynamic marketing exerts, photographers, influencers, newscasters, and vendors to elevate marketing strategy, brand experience, and investor relations. Every new operation needs an HR binder covering the basics of labor compliance, onboarding, performance management, etc, so we developed and implemented branded HR resources and established best practices for employee engagement, talent development, compliance, workflow efficiency, and investor relations, making the intersection one of Charlotte’s “most active and connected locations,” and a favorite for celebrities and Elizabethans alike.

With these changes and carefully developed talent, this development project brought an initial return of over 27% in the first year, attracting real estate developers from great lengths to this quiet intersection previously landmarked by big names like Dollar General and Starbucks, and turning it into a bustling center of “magnetic vibrancy” and opportunity.