Shy Wolf Candles — Jen Klukas

Shy Wolf
Candles

Led the development and execution of marketing and product initiatives for Shy Wolf Candles, creating seasonal campaigns, product launches, email marketing, and digital content.

Year
2024-2026

Role
Brand & Marketing Manager

Trend Research + Collection Planning

Each year began with an overarching trend forecast exploring emerging aesthetics, fragrance directions, and consumer interests. From there, I created seasonal planning documents that translated those insights into collection concepts, campaign ideas, and launch recommendations. These presentations served as strategic guides for the founder, who made the final decisions on each collection.

Led email marketing creative for seasonal campaigns, developing unique visual treatments, storytelling approaches, and product-focused messaging to support launches and strengthen customer relationships.

seasonal collection campagins

Our most anticipated launches were always our seasonal lines, particularly fall and winter. Since the seasonal candles were separate from the core collection, it was an excuse to divert from our typical branding and give them their own special vibe.

Email
Marketing

community focus

Created community-driven email experiences that strengthened the relationship between the brand and its audience, including founder-led monthly reflections, interactive journal prompts, and storytelling around values-based initiatives such as the Community Give Back collection.

product focus

With a product line centered around variations of a core offering, developing distinct stories and visual identities for each launch was essential to creating fresh, engaging content while maintaining a cohesive brand experience.

Social Media Content & Management

Developed social media content that brought Shy Wolf’s products and brand world to life through storytelling, playful interactions, and community-focused engagement. Created content that encouraged connection through seasonal themes, interactive prompts, and personality-driven campaigns that made the brand feel approachable and memorable.