Product Marketing
I lead go-to-market strategy and product storytelling for new and evolving products. My work focuses on positioning, messaging, and launch execution—translating complex ideas into clear, player-first narratives that drive adoption and engagement.
Product Launch with Systems
Role: Senior Product Marketing Manager
Focus: Go-to-Market Strategy, Product Messaging, Launch Execution
Overview
Led go-to-market strategy for BRN+, the most successful product launch to date, and supported system-based programs like the 30-Day Drop designed to drive adoption, repeat participation, and sustained engagement.
The Challenge
The weight loss category is highly competitive and often crowded with similar claims. The challenge was to clearly differentiate BRN+ at launch while also positioning it as part of a structured system rather than a one-off product.
Strategy
I focused on clear, benefit-driven positioning and system-based storytelling—framing BRN+ as an accessible, guided experience that supported continued engagement over time.
Execution
Defined positioning and messaging framework
Developed launch narrative and campaign structure
Partnered with Product, Creative, and Growth teams
Supported system-based rollout through the 30-Day Drop.
Outcome
BRN+ became a very successful product launch, surpassing sales goals, and served as the foundation for ongoing system-based engagement programs.
Happy Coffee — Product Launch & Brand Refresh
Role: Senior Product Marketing Manager
Focus: Go-to-Market Strategy, Brand System Evolution, Product Storytelling
Overview
Led the launch of Happy Coffee, a new product introduction that also served as the first step in a broader coffee brand refresh. This work established a new visual and narrative direction while maintaining continuity for existing customers.
The Challenge
The coffee category was already established, but existing branding no longer reflected the product’s positioning or future direction. The challenge was to introduce Happy Coffee as something new while signaling the evolution of the broader coffee portfolio—without causing confusion or brand disruption.
Strategy
I treated Happy Coffee as both:
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A new product launch, and
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A signal of what was next for the coffee category
The strategy focused on:
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Clear differentiation from previous coffee offerings
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A refreshed, modern visual identity
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Messaging that balanced familiarity with novelty
Execution
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Defined positioning and messaging for Happy Coffee
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Partnered with Creative and Product teams on updated packaging direction
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Developed launch narrative that introduced the new look and feel
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Ensured alignment across digital, lifecycle, and retail-facing touchpoints
Outcome
Happy Coffee successfully launched as a new product while establishing the foundation for future coffee portfolio updates. The refresh clarified brand direction and set a consistent visual and narrative standard moving forward.
TURN BACK THE CLOCK
PRODUCT
Launch
Product Repositioning
Role: Senior Product Marketing Manager
Focus: Market Repositioning, Competitive Strategy, Lifecycle Messaging
Overview
Led a strategic repositioning effort for BRN+ and IT WORKS! TIMELESS to maintain relevance as market dynamics and consumer expectations evolved.
The Challenge
Increased awareness of GLP-1 medications and growing sophistication in the wellness space shifted how consumers evaluated outcomes and long-term value. Existing positioning needed to evolve without disrupting trust or prior momentum.
Strategy
I approached repositioning as a lifecycle phase—retaining what resonated while updating messaging to reflect new market realities and consumer mindsets.
Execution
Conducted market and competitive analysis
Updated positioning frameworks and messaging hierarchies
Aligned Product and Creative teams on refreshed narratives
Rolled out updated messaging across education and lifecycle channels
Outcome
Both products maintained relevance and credibility amid significant category shifts, extending their lifecycle and supporting continued engagement.
Experimental Product Strategy (Spec)
Focus: Product Storytelling, GTM Strategy, Engagement Design
Overview
Developed a speculative go-to-market strategy for an experimental, engagement-driven product concept focused on participation, progression, and repeat use.
Objective
Create a product narrative that feels intuitive on first use while encouraging continued engagement over time.
Strategy Highlights
Simple, outcome-focused messaging
Clear onboarding narrative
Framing the product as an experience rather than a feature