Featured Work
Health & Beauty Clients
Los Angeles Med Spa
Building a Brand from the Ground Up with Strategy That Drives Differentiation
In a saturated aesthetics market where luxury med spas were beginning to blur together, this Los Angeles-based startup needed more than just a beautiful brand—they needed a distinctive, strategic foundation that aligned with their values and stood out in a crowded space.
I developed the full brand strategy from scratch, defining their positioning, personality, and messaging to reflect their unique beliefs and tone of voice. Alongside that, I crafted a lean but effective go-to-market plan tailored to their early-stage growth goals. The result: a bold, differentiated brand identity that resonated with clients and carved out space in a crowded, look-alike category.
Luxury Organic Skincare
Laying the Foundation for Scalable Growth with Brand, Marketing & Digital Strategy
Fractional VP of Marketing
As a luxury skincare startup prepared to scale and attract new investment, the founder—armed with deep product expertise—needed strategic marketing leadership to bring the brand’s vision to life and position the business for growth.
As fractional VP of Marketing, I developed a foundational go-to-market strategy that aligned ambitious brand goals with real-world budget constraints. I provided ongoing leadership across brand and marketing strategy, overseeing the launch of the company’s first D2C e-commerce site and activating key channels including social media, email, in-person events, and search.
The result was a credible, compelling digital presence and a marketing engine built for traction, visibility, and long-term growth.
Skincare Sub-Brand Launch
Driving a Strategic Product Launch Through Audience Insights & Social Media Positioning
As a well-established skincare brand prepared to expand into a new product line targeting a younger, digitally native audience, they faced two critical challenges: understanding an unfamiliar customer segment and navigating an increasingly saturated, fast-moving competitive landscape—especially on social media.
I led the development of a foundational insight framework, delivering deep customer insights and competitive intelligence that informed both brand positioning and messaging. These insights shaped a targeted, platform-specific social media strategy that helped the brand enter the market with clarity, relevance, and cultural credibility.
