San jose, CA
Project:
DR.ink | Downtown San Jose
marketing assistant (2021 - 2025)
dr.ink
Dr.ink is a modern, minimalist coffee shop nestled in the heart of Downtown San Jose. Designed with an industrial-chic aesthetic, its unfinished interiors are balanced by an abundance of lush greenery, creating a welcoming space where customers can enjoy a quiet moment.
Derek and Serena, the passionate husband & wife duo behind Dr.ink, set out to create more than just a café—they built a community hub. With a shared love for specialty coffee and design, they carefully curated Dr.ink’s minimalist-industrial aesthetic, blending raw, unfinished textures with lush greenery to craft a space that feels both modern and inviting.
As Asian-American entrepreneurs, they take pride in infusing their cultural influences into the menu, offering unique, Asian-inspired flavors like the Black Sesame Latte and Thai Brûlée, alongside a selection of fresh pastries. Their passion extends beyond coffee; they actively support local makers by hosting pop-ups and offering a selection of handcrafted merchandise, coffee beans, and curated goods.
marketing assistant
At Dr.ink, I work closely with Serena to develop engaging Instagram content and maintain a consistent brand identity.
• Maintained close collaboration with owners Derek + Serena.
• Design digital & print materials, including menus and promotional flyers.
• Source printing for menus, signage, and other brand-affiliated materials.
• Ensure all marketing materials & Instagram content aligns with brand identity.
• Capture, edit, and upload photos to highlight products and the café's ambiance.
• Create interactive IG content, such as stories, reels, polls, and Q&As, to boost engagement.
• Analyze post performance and use customer feedback to refine content strategy and improve reach.
• Collaborate with vendors, local pop-ups, and professional photographers for promotions and events.
• Manage direct engagement with followers, responding to comments, questions, and DMs.
• Assist in developing promotions, such as limited-time offers and in-store photo ops, to encourage customers to share their experiences online.
• Repost user-generated content to foster a community-driven brand.
@dr.ink_SJ
