Ox + Anchor
Executive Chef Ryan Fancher’s Ox + Anchor puts a modern spin on the classic steakhouse, drawing inspiration from the hills and sea surrounding San Luis Obispo. A carefully-curated list of the best wines from the Central Coast keeps it all rooted in the local “terroir,” from plate to glass.
Being a part of the pre-opening team at Ox + Anchor has been a very special experience. I have collaborated with the Hotel Owners and architectural group Gensler on exterior and interior design selections for the fine dining restaurant and worked closely on the brand creation from concept to final product.
Role: Sales and Marketing Manager
Sales and Marketing Manager - Key team member of Ox + Anchor restaurant pre-opening phase a year before opening
Responsibilities
• Strategic brand development
• Helped create Sales and Marketing plan
• Developed and executed email marketing campaigns
• Wrote high-impact copy for website and marketing materials
• Developed product offerings
• Social media management
• Designed/created print and digital marketing ads
• Participated in weekly marketing meetings
• Supervised Marketing Specialist and Marketing Intern
• Organized various professional photo shoots
Pre-Opening Phase
Being a part of the pre-opening team at Ox + Anchor was the most rewarding experience that taught me so much. I worked rigorously and closely with the Hotel Owners, architectural design firm architects and designers from Gensler, Sales and Marketing Director, web developer, photographer, and the General Manager on this project.
When I started on this project, the building itself was in the process of being built. Every day was a new adventure and a new accomplishment. I learned so much during this time and seeing all the hard work we put in day after day come to fruition was the most rewarding experience.
“With an innovative and intellectual approach to cooking, Ryan Fancher leads the food and beverage team as the executive chef at Hotel San Luis Obispo.”
Brand Development
I worked closely with Gensler interior designer and Hotel Owners to determine the fine dining restaurant concept.
I was a part of numerous development meetings where we would discuss and determine the full restaurant brand and overall concept. I helped define the restaurant name and logo, brand aesthetic, brand voice, and overall feel from concept to creation.
I helped create the strategic marketing plan, launch strategy, and marketing material leading up to the grand opening. Additionally, I created and managed the Instagram and Facebook pages, and had my Marketing Specialist and Marketing intern help execute strategies.
I also helped develop marketing material and strategies for the launch of the monthly Winemaker Dinner Series in partnership with different local wineries on the Central Coast.
Promotional Material
Promotional material that I created for Ox + Anchor using Adobe Creative Suite software.
Social Media Management
I started Ox + Anchor’s Instagram and grew the social media following to 3,000 organic followers during my time there
I strategized and executed a monthly content flow that reflected product launches, campaigns, and monthly themes. Additionally, I increased social media engagement and enhanced website traffic through compelling imagery, storytelling, and appealing content.
I managed a Marketing Specialist and a Marketing Intern, whom I trained and helped execute our social media marketing strategy.
