Brand Strategy & Positioning

Rebuilding a Legacy Brand for the Future
Charlotte’s Web™ – Head of Brand & Marketing

  • Led full rebrand to reposition CW from a CBD pioneer to a botanical wellness leader

  • Defined brand architecture, tone of voice, and visual identity system

  • Balanced heritage with innovation to expand into mushrooms, OTC, and THC

Go-to-Market Launches

Launching Products That Break Through
Charlotte’s Web™ – Multiple GTMs

  • Drove cross-functional creative go-to-market strategy for new product lines: Calm Gummies LTO, OTC topicals, THC line

  • Built end-to-end launch plans spanning DTC, retail, and earned media

  • Delivered campaign toolkits, retail sell-ins, creative assets, and post-launch analysis

Creative Direction & Campaigns

From Concept to Camera to Conversion
Creative Lead across CPG, Hospitality, and Wellness Brands

  • Oversaw multi-day product studio shoot for multi-category brand storytelling

  • Directed video + photo shoots, modeled narrative themes, cast talent, and led on-set production

  • Managed asset development for social, email, e-comm, and print

Rebrands & Refreshes

Strategic Evolution Without Losing the Core
Led brand evolution across B2C and B2B verticals

  • Reimagined Charlotte’s Web’s About Us page and storytelling to reflect brand shift

  • Updated voice, content strategy, and campaign messaging to resonate with new consumers

  • Ensured internal and external brand alignment during transition

Merchandising Strategy & Growth

Data Meets Design: Driving Revenue Through Merchandising
Charlotte’s Web™ – Assoc. Director of Product Strategy & Merchandising

  • Created promo cadences, pricing strategies, and site merchandising plans

  • Standardized bundling and product mix for AOV and LTV gains

  • Translated consumer insights into product roadmaps and launch prioritization

Messaging & Copy Systems

Words That Work. Stories That Sell.
Brand voice development and copywriting across verticals

  • Developed messaging frameworks and headline systems for campaigns

  • Wrote email, website, and promotional copy that drove engagement and conversion

  • Published author and content creator with experience across education, health, and CPG

People-First Leadership

Building Teams That Build Bold Brands
From strategist to department head in under a year

  • Promoted quickly for results-driven leadership and creative clarity

  • Built high-performing teams across brand, creative, and merchandising

  • Led with empathy, clear direction, and a bias toward action

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Agency Support