Example work and testimonials.
Wink Scrubs - Rebrand and DTC Launch
Scope of Work → Hired as a fractional CMO to help transform a wholesale-led organization into a consumer-first one and reposition Wink, a legacy scrubs brand.
The Insight → Healthcare runs on small human moments and it’s her squad is what gets her through.
Caregiving is defined not just by skills and stamina, but also the micro-interactions that hold people together through the hardest shifts.
The Rebrand → Built around a new brand muse, The Shift Whisperer and a platform with one idea at its center: a Wink can shift everything. It moved Wink from a cheap and cheerful, retailer-first product company into a trusted everyday apparel brand fluent in insider caregiving culture.
Results → New brand repositioning and identity system that helped launch DTC as a new revenue stream — scaling it 4x and reaching profitability within three years. Elevated brand marketing and storytelling drove +60% growth in organic traffic, a +26.7% ad recall lift, +11.1% awareness lift, and +5.3% consideration lift.
First ever Brand Campaign launch had 24M+ views in less that six months on limited paid buy,
Old brand identity
Banfield Pet Hospital - Rebrand and Digital Product Launch
Scope of Work → Hired to help shift the marketing organization and planning process from an acquisition-fueled only offense to and fully integrated, consumer-led approach. Deliverables included rebrand, marketing process and organization planning.
The Insight → For the love of pets is about ‘PetCare’, not ‘VetCare’. Banfield had been selling a clinical transaction; where as consumers wanted a trusted partner in their pet’s life.
This unlocked two things: a new visual identity built to earn trusted partner status, and VetChat, a digital product that put that partner in a pet owner's pocket 24/7.
Banfield jumps into telehealth; Jane Lynch to reinforce veterinary expertise
Jane Lynch a rescue dog owner and advocate was the campaign spokesperson and described the peace of mind that comes with having a veterinary team she can count on at any hour, day or night.
Results → Built and deployed a unified enterprise brand identity system across a $1.8B, 1,000+ hospital network from talent acquisition through customer retention that is still in use today. Development and deployment of VetChat led to being selected to lead Mars Petcare's global client insights workstream shaping the future vision for an integrated pet care ecosystem.
Old brand identity
Tillamook → Ice cream category campaign platform
Scope of Work → Develop a marketing strategy for east coast expansion and the category campaign platform to lead it.
Business Insight → In new markets, first-time Tillamook buyers were coming in through ice cream, not the heritage cheese business the co-op was built on
Consumer Insight → the ice cream category's promise was broken. This became the tension for the product driven campaign and partnership with influencer Baddie Winkle.
Baddie Winkle calls out frozen dessert brands for pumping air into their product.
“I grew up making my own ice cream, so I know what belongs in ice cream and what doesn’t,” Winkle told Adweek. “And what doesn’t belong in ice cream is a bunch of air.”
Results → More Cream, Less Air integrated brand campaign drove+2.5M more households, increasing penetration to 23.4%, buy rate +23%, Awareness +5%, Connection +2%