The Work Behind the Work
Purple Carrot
From Niche to Necessity:
Scaling a Plant-based brand for mainstream demand
The Challenge: Transform a cult-favorite DTC brand into a mainstream plant-based leader without losing the clarity, conviction, and loyalty that made it resonate.
The Approach: Led a full-scale brand transformation repositioning Purple Carrot as a category-defining plant-based brand at scale.
Built a unified operating system connecting brand, campaign, lifecycle, and performance creative across all channels, aligning storytelling, acquisition, and retention under one creative logic.
Rebuilt production workflows and creative operations to support high-velocity output without compromising craft, enabling consistent scale across messaging and execution.
Led a multidisciplinary creative team spanning strategy, design, and performance, operating with shared standards, speed, and accountability.
The Outcome:
$89MM revenue (2020), +98% YoY growth driven by a performance-led creative system
$100MM+ revenue (2021), +11% YoY growth through scaled omnichannel execution
40% reduction in production timelines through modernized creative operations
Increased output while strengthening consistency, speed, and cross-functional alignment
Big Little Bar
Big Nutrients, Little Bar:
Redefining Functional Nutrition Through a New Category Lens
The Challenge: Launch a disruptive functional nutrition product and define how a new category should look, feel, and behave in DTC.
The Approach: Helped build the brand from zero, co-leading strategy and creative vision for a DTC-first functional nutrition startup redefining category expectations.
Tested and refined multiple positioning directions to identify the clearest entry point for a product without established category language.
Led an integrated creative team across copy, design, photography, and web to translate a new product concept into a cohesive and commercially effective brand system.
Partnered cross-functionally with Product, Operations, and CX to align brand expression with product reality and go-to-market execution.
Directed performance-aware creative connecting storytelling to acquisition, conversion, and early lifecycle engagement.
The Outcome:
Successful launch of a disruptive functional nutrition product with clear category differentiation
Established a cohesive brand system translating a new product concept into market-facing clarity
Early traction informed investor confidence and supported expansion into a broader portfolio strategy
Built foundational creative and operating model to support scale beyond launch
