Case Study: Papa & Barkley

Project: Collaborated with a founder who created a pain relief product in their kitchen, helping to scale the brand from a grassroots concept to a market leader.

Role: As the first marketing hire, I spearheaded the development of the brand and crafted a comprehensive marketing plan. Over three years, I built and led a team of 70, including sales professionals and brand ambassadors, to drive growth and brand awareness.

Results:

  • Generated over $40M in revenue within three years.

  • Pioneered the launch of the first CBD brand in the Drug Channel.

  • Achieved the #1/#2 brand position in terms of unit and dollar share across all markets.

  • Secured the first $1M in DTC revenue within just six months.

  • Awarded a CLIO Bronze for our innovative and impactful creative campaign.

Skills: SEO, Content Strategy, Direct-to-Consumer (DTC) Marketing, PPC, Email Marketing, Pricing Strategy, Branding

Case Study: Frigg

Project: Successfully launched a new brand into the retail market with a focus on growing brand awareness and establishing a strong market presence.

Role: Led the initiative by hiring a growth marketer, implementing strategic pricing and bundling strategies, and developing a robust test-and-optimize approach for design and messaging. Oversaw the creation and execution of targeted marketing campaigns that leveraged influencer partnerships, content creation, and direct communication channels like email and SMS.

Results:

  • Secured national distribution across major retail channels.

  • Achieved $60K in Monthly Recurring Revenue (MRR) within a short period post-launch.

  • Garnered industry recognition as a winner of the Clean Beauty School by Tower 28, became a Credo for Change participant, and secured an Eaze Grant.

Skills: Influencer Marketing, Content Strategy, Email Marketing, SMS Marketing.

Case Study: Cleo AI

Project: Refreshed the brand of a British fintech startup to resonate with a Gen Z American audience.

Role: As the brand marketer, I implemented strategic pricing and bundling initiatives, secured a new agency of record, and led a comprehensive brand refresh for the previously stale British brand.

Results:

  • Achieved product roadmap alignment across department

  • Developed new brand positioning and creative strategies.

  • Revenue was up 30% following the brand refresh

  • Increased ad creative ROAS by 200%.

  • Boosted CTRs to the homepage by 350%.

  • Elevated brand awareness by 3.2 points.

Skills: Focus Groups, Branding, Surveys, Copywriting.

Case Study: Kingsford Charcoal

Project: Kingsford charcoal was losing market share among professional users. I developed an experiential campaign to engage chefs, competitive BBQ enthusiasts, influencers, and foodies, highlighting the power of Kingsford.

Role: Served as the Experiential lead for KC Masterpiece and Kingsford Charcoal brands.

  • Launched the "Kingsford Chase," an overlay to the BBQ Competition circuit, engaging over 8,000 enthusiasts.

  • Led product placement integrations with the NCAA Final Four and BBQ Pitmasters on Food Network. Managed celebrity endorsements, including Keith Urban and the Zac Brown Band, and launched the Eat & Greet National Tour.

  • Secured partnerships with NCAA, the National Pork Foundation and Wounded Warriors

Results: Achieved the first year of revenue growth post-launch, with a 101% Growth Index.

Skills: Event Marketing, Content Strategy, Direct-to-Consumer (DTC).

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