Marketing leadership
for brands that
actually mean something.

Led the strategy and briefing for a full April Earth Month campaign — from brand positioning through paid execution. Owned agency briefing, KPI definition, creative direction, and channel planning.

• Developed "From the Earth, Proven by Nature" campaign platform and creative tone guardrails
• Built full-funnel architecture: CTV storytelling → mid-funnel education (Meta, YouTube, Reddit) → lower-funnel retargeting and search
• Briefed performance agency on deliverables: visual identity, website skin, email template, paid social, display, and CTV assets
• Defined primary KPIs (revenue, new customers, ROAS, CVR, branded search lift) and secondary engagement metrics
• Established hero product rotation across 8 SKUs with origin story, benefit, and proof angle testing framework

Executed a full brand positioning refresh grounded in primary consumer research — 800 respondents across two monadic test cells — resulting in a refined brand essence, positioning statement, and three distinct consumer personas.

• Analyzed consumer research study (n=800) testing two brand positioning statements across purchase intent, emotional resonance, and differentiation
• Identified three core consumer personas, each with distinct messaging frameworks
• Delivered final brand positioning
• Developed Points of Parity / Difference framework against category competitors
• Anchored brand architecture around Earth, Excellence, and Individual pillars with the 6P quality framework

Built the complete organic social strategy from the ground up — content philosophy, bucket framework, creative direction, posting cadence, community management standards, and KPI structure — giving the team a clear system to execute against.

• Defined six content buckets: Origin Stories, Ingredient Education, Standards & Proof, Field to Formula, "Did You Know?" Series, and Product Bridge
• Established content mix (40% education / 30% brand story / 20% product / 10% community) and weekly cadence
• Built creative guardrails: what to use, what to avoid, tone descriptors, copy style, and compliance language standards
• Set KPI framework prioritizing saves, shares, watch time, and profile visits over vanity metrics like likes
• Developed sample 4-week content calendar with post-level briefs as an execution template

Redesigned the homepage messaging flow to convert brand positioning into a structured, commerce-ready digital experience — mapping every module to a specific job-to-be-done and funnel stage.

• Mapped 9-module homepage flow from hero belief statement through social proof and impact, each with distinct purpose and content direction
• Wrote headline frameworks and UX copy direction for hero, category entry, brand belief snapshot, proof/authority, product feature, and education modules
• Built "Subscribe + Thrive" continuity module framework anchored in daily habit language, not discount-driven messaging
• Recommended product entry architecture: top-sellers, Strengthen/Restore/Renew navigation, and topic-based browsing

Designed and documented the end-to-end creative briefing process for Email and SMS channels — defining ownership, approval chains, timelines, and RACI structure across a multi-team marketing org.

• Built 5-stage SOP: brief creation → submission → first review → second review → final approval with clear owners at each stage
• Defined RACI matrix across Email/SMS
• Established minimum lead times at each stage (4 weeks for brief submission, 2 weeks for first review, 48–72 hrs for final sign-off)
• Created single point-of-contact model to consolidate feedback loops and reduce revision cycles

Developed the content strategy and posting brief for athlete partners attending a multi-day endurance event — defining roles, content angles, cadence, and product integration standards.

• Structured content arc across three phases: Pre-Race (awareness), During Race (daily real-time content), and Post-Race (recap)
• Defined content evolution by race stage — introduction and scale on Day 1, fatigue and mental toughness on Days 2–3, intensity and emotion in the final hours
• Provided 6 content angle frameworks for athletes to choose from, keeping posts authentic to their voice
• Set product integration standards: natural in-context usage, no forced endorsement, tied to real performance moments
• Established tagging, code, and link-in-bio requirements for attribution and affiliate tracking

Built a DTC home and lifestyle brand entirely from scratch — concept through launch. Owned every dimension: brand identity, e-commerce buildout, product curation, pricing, content, SEO, and lifecycle marketing.

• Developed brand positioning, naming, and visual identity from concept with no agency or external support
• Built and merchandised full Shopify storefront across multiple product categories
• Wrote all site copy, product descriptions, and blog editorial content across home, wellness, and lifestyle topics
• Designed and launched email capture and lifecycle flow for new customer acquisition and retention
• Managed supplier relationships across print-on-demand and dropship models, including product design and selection
• Owned SEO strategy and implementation across all PDPs and editorial content