The Cup is a St. Louis-based cupcake shop with two locations, one in the Central West End and the other in Edwardsville, Illinois.

As a leader at this establishment, I had the unique perspective to understand customers’ needs and how our brand came to life in customer interactions. These details were essential in creating a social media pitch for The Cup and went into my analysis of how strengthening the brand’s strategy could translate into accomplish the company’s overall business goals.