Played pivotal role in defining brand strategy, consumer targeting, messaging, campaign roadmaps, retention, and growth strategy for the launch of luxury fitness concept, HEIMAT, based in Los Angeles.

Led the US launch of the John Reed nightclub-inspired luxury fitness concept. Defined brand, campaign, acquisition and retention strategies, and oversaw the launch of four new club openings.

Led paid and organic digital campaigns for 10 music festival partnerships with Honda at their culture marketing agency. Oversaw content strategy across artist, brand and festival channels.

Unlocked influencer marketing as a core acquisition channel and content generation driver for John Reed. Created an influencer program with 100MM+ reach, 400+ partners, and annual exclusive events.

Doubled revenue and enabled the global DTC health, wellness, and nutrition startup to secure a successful acquisition after steering a complete brand and growth strategy overhaul.

Spearheaded brand vision, positioning, integrated campaign strategy, and execution for the newly launched JOHN REED luxury fitness concept, and scaling revenue from zero to $15MM.