Staffing

South Block snags former Sweetgreen manager

Photo: South Block

July 31, 2024

Washington D.C.-based South Block, which serves acai bowls, smoothies and cold-pressed juices, has named Alexandra Lawrence director of marketing.

Lawrence comes to South Block with over 13 years of experience in marketing and client relations, most recently at Los Angeles-based Sweetgreen. As a product marketer for Sweetgreen's growth channels, she led in-store loyalty acquisition and directed the marketing strategy behind the brand's first drive-thru and automated kitchen formats. With additional background in finance and performing arts, Lawrence brings a unique mix of creative and analytical prowess to the South Block marketing team, said Amir Mostafavi, founder of South Block

"We are thrilled to have Alex on the South Block team as we continue to navigate growth," he said in a company press release. "Her background and experience are a perfect fit to lead our marketing department as we set our sights on new markets and more sophisticated marketing initiatives. Our guest experience and how we connect with our community is such a huge part of our company culture. Having people like Alex on our team will help us continue to maintain a positive company culture, which is always our top priority."

South Block has 16 locations across D.C., Maryland, and Virginia — with four additional locations to come over the next six months. One of those locations includes Dulles airport, which will introduce the local brand to both national and international travelers.

In January 2024, South Block entered into a growth partnership with Savory Fund, a private equity firm that invests in emerging restaurant concepts — with Mostafavi staying on as CEO and steersman. Savory has invested in the following brands: Swig, R&R BBQ, PINCHO, Via 313 Pizzeria, Mo' Bettahs Hawaiian Style Food, 86 Repairs, Saigon Hustle, Hash Kitchen, The Sicilian Butcher and Houston TX Hot Chicken.

"I have long admired South Block for its products and admirable mission," Lawrence said. "Since I am DMV native, I've also had the privilege to watch the brand grow an incredibly loyal following through the years. I'm honored to help propel the concept to new areas, build out the marketing function and work together with Amir and the team to make South Block a household name."