Brand creates meaning. Strategy creates growth. I work where they meet.

Tallow skincare leans hard on “avoid harmful chemicals” fear messaging: a lever the whole category was already pulling, defensive and saturated.

“Minimal ingredients” (pride and simplicity) consistently out-pulled “avoid harmful chemicals” (fear). And a Contrarian + Listicle structure emerged as the highest-performing format DNA, a finding we could press on repeatedly.

Rebuilt the persona set to four sharp profiles, audited every live concept for persona fit, and shipped a performance creative roadmap. Solved the product-photography bottleneck with an AI workflow: compositing AI-generated backgrounds with real product shots, since generators can’t reproduce exact packaging on their own.

Ingrown-hair and razor-bump care is a low-status, problem-aware category. People buy it quietly and never post about it, so creative defaulted to clinical “fix your flaw” messaging that capped reach and resonance.

The product’s real job wasn’t hiding a problem. It was the confidence of smooth, show-it-off skin. Reframing from the flaw to the after-glow opened the door to aspirational, scroll-stopping creative.

Built a persona-led concept pipeline and a biweekly testing cadence on live performance data. Codified a repeatable static formula (top-down flat lay, tight product cluster, pale pastel ground matched to the badge color, photoreal anchors) so winning visuals could be reproduced, not re-guessed.

Protein is bought on price and flavor, and shoppers assume whatever is in the tub is safe. Recent heavy-metal headlines around protein powders cracked that assumption, yet most brands either ignored it or leaned on pure fear.

The category was wide open for a brand that could make purity feel like an upgrade instead of a warning. Third-party testing, grass-fed beef isolate and a gut-friendly, dairy-free formula were proof points the audience had never been walked through. Comparison and education layouts carried that story far better than lifestyle shots.

Led creative for the Dulce de Leche flavor launch, building it around a purity and heavy-metal-safety wedge so “cleaner” read as better, not boring. Paired the science with dessert-level crave and a women’s-biology angle, and pressed on comparison and ingredient-math creative as the repeatable format DNA.