Your Super

Plant-based CPG startup

Director of Brand

Led a department of 18. Spearheaded go-to-market strategy for new product launches, developed brand campaigns, and owned positioning across digital, e-commerce, and retail channels.

Key Accomplishments

  • Launch an on-the-go product to support our customers post-quarantine. Surpassed launch week goal, making over $1M in 5 days. Bars became 12% of total sales within one month.

  • Launch in the UK and EU, activating all 5 new markets in one quarter, grow total new market revenue fast and efficiently. Achieved run rate goal for all markets and doubled CVR on UK homepage. Utilized learnings to improve CAN and US market homepages.

  • Increase average order value (AOV) while driving brand affinity and engagement. With my strategies we doubled RoAS for paid media compared to control and lifted landing page conversion +16% compared to control.

Superfood Bars Go to Market

Launch an on-the-go product to support our customers post-quarantine.

    • Defined GTM strategy and positioning for post-quarantine innovation

    • Led brand development and creative execution across all channels

    • Launched integrated campaign across paid, owned, and earned media

    • Aligned cross-functional teams to deliver assets on time and at scale

    • Established weekly stakeholder check-ins to track progress and unblock teams

    • First month sales

    • Revenue growth MoM

    • Websites CTR and CVR

    • Paid media CTR, RoAS, CAC, and CVR

    • Influencer CAC 

    • Press reach

    • $1M+ in launch sales first week

    • Bars became 12% of total sales

    • Launch video earned 3x more engagement than average post (likes, shares, comments)

$1M in revenue in first week

〰️

$1M in revenue in first week 〰️

Doubled conversion on homepage

〰️

Doubled conversion on homepage 〰️

Launch all 5 new markets in one quarter, grow revenue for all expansion markets

    • Developed and operationalized a scalable go-to-market framework to launch five new international markets in one quarter

    • Built cross-functional alignment through centralized project management, weekly performance tracking, and roadmaps

    • Localized top-performing products, creatives, and web experiences to accelerate entry and brand resonance

    • Launched SEO-driven content and paid media campaigns tailored to each region’s needs

    • Activated community-building efforts through social channels and influencer partnerships

    • Ensured regulatory and legal compliance through close coordination with internal and external stakeholders

    • First month sales

    • Revenue growth MoM

    • Websites CTR and CVR

    • Paid media CTR, RoAS, CAC, and CVR

    • Influencer CAC 

    • Press reach

    • Achieved ARR goal for all 5 markets

    • Doubled conversion on UK homepage 

International Market Expansion

2x RoAS on paid media

〰️

2x RoAS on paid media 〰️

Increase average order value (AOV) while driving brand affinity and engagement.



    • Launched the Superwoman Bundle: Strategized utilizing our top hormone-balancing superfood and best- sellers into a higher-priced bundle

    • Partnered with non-profit ZanaAfrica to reinforce brand purpose, deepen emotional connection, and elevate campaign impact

    • Activated retention (email, social upsells) and acquisition (paid social for International Women’s Day

    • Email: Open rate (OR), click-through rate (CTR), conversion rate (CVR)

    • Owned Social: Likes, comments, shares, saves

    • Paid media: CTR, CVR, return on ad spend (RoAS), cost per acquisition (CPA)

    • Site: CTR & CVR on landing page

    • +16% lift in landing page conversion

    • 2x RoAS on paid media

    • $100K+ donated to ZanaAfrica

    • Superwoman Bundle became a permanent offering due to  campaign success

International Women’s Day

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