Selected Work
Twenty-five years. Iconic brands and startups nobody had heard of yet. The through line never changes: find the soul, get the story right, build the system that turns it into revenue. A few favorites.
Peace Out Skincare — Taking Skincare by Storm
Situation
Two founders with no beauty background wanted to launch an acne dot into a category ruled by legacy brands, exclusively at Sephora, with no guaranteed shelf space. They had to break through to millennial women worn out by the pressure to look picture-perfect.
Solution
We built a playful, Instagrammable brand and positioned Peace Out as the fun, one-step sticker fix for real skin. The launch campaign, “Live a Life Without Filters. You Be You,” traded unattainable perfection for self-acceptance. Then a digital-first go-to-market built on influencers and user-generated content.
Results
Sold out in Sephora stores nationwide within two weeks of launch. - Picked up by InStyle, Vogue, and Cosmopolitan. - Won Teen Vogue’s Best Acne Product of 2018. - Became a cult favorite and a true category disruptor.
Band-Aid — Moments of Vulnerability into Moments of Strength
Situation
The world’s most iconic wound-care brand needed to modernize. The challenge: carry more than 100 years of clinical trust into a fresh, emotional story that would keep Band-Aid relevant for new generations in a commoditized category.
Solution
I led a new brand foundation built on one conviction: put the power to heal in your hands. We defined Band-Aid as a trusted icon turned friend, with a strong back and a soft heart, blending scientific authority with nostalgic warmth. Then a brand architecture to guide every future campaign, product, and launch.
Results
Reinforced Band-Aid’s position as the global leader in wound care. - Deepened emotional connection and brand trust. - Built a durable platform for future marketing and storytelling.
Listerine — Accelerating Sustainable Innovation
Situation
Listerine, the global leader in oral care, needed to reinvigorate its presence at Walmart, one of its largest retail partners. The aisle was crowded and commoditized, and Walmart wanted disruptive, sustainable innovation.
Solution
I led a cross-functional innovation sprint with R&D, marketing, and Walmart’s buying team. We built a unified brand architecture organized into three clear tiers, Maintain, Protect, and Solve, plus a pipeline of new concepts including Listerine Ultra, Pearl Capsules, Tablets, and a Refillable Bottle designed to cut waste.
Results
Four of five new product concepts greenlit by Walmart for expedited development and prominent shelf placement. - Simplified the shopping experience across the oral care aisle. - Set a new benchmark for the Johnson & Johnson and Walmart partnership.
Adobe - Go-to-Market Architecture for Early-Stage AI
Situation
Adobe brought me in to lead go-to-market for Project Bridgeway, an early-stage AI product for small businesses. The technology was strong, but after onboarding users didn’t know what to do next. Engagement was low and product-market fit was unproven.
Solution
I reframed the product from an “AI marketing tool” to a daily marketing partner, and built the Daily Marketing Session framework so users always knew what to do and why. An application-based Early Access Program created demand and structured feedback, and I aligned the full go-to-market system across acquisition, onboarding, and engagement.
Results
Led the product from Alpha to Private Beta to Public Beta. - Built a high-quality early-adopter base with strong engagement. - Established a repeatable go-to-market and onboarding framework for scale. - Positioned Bridgeway as a category-defining AI marketing partner.
Stelara — Bridging Device Usability with Patient Confidence
Situation
Janssen's market-leading IBD drug STELARA® introduced the One-Press, a new self-injection device (pre-filled pen) for patients with Crohn's disease and other autoimmune conditions.
Previous launches of similar devices in the category had revealed significant training gaps, leading to patient confusion, improper use, and increased support calls. The challenge was to reimagine the entire patient and provider experience, ensuring confidence and ease of use, while clearly differentiating One-Press from traditional auto-injectors.
Solution
Through primary research, we discovered that patients wanted more control over their injection experience but needed confidence through clear, accessible training. Healthcare professionals (HCPs) required straightforward, effective tools to train patients and reduce errors.
HCP Training Materials: Developed comprehensive, step-by-step training protocols and materials for HCPs, clearly differentiating One-Press from auto-injectors and highlighting its unique patient-controlled features.
Patient Training Ecosystem: Created a multi-touchpoint learning system, including a digital trainer with 3D visualizations, instructional videos featuring real patients, and intuitive print guides with clear visuals and simple language.
Brand Integration:
Developed the creative concept "Same STELARA. Even better experience," emphasizing enhanced control, convenience, and confidence for patients while maintaining the trusted STELARA brand equity.
Launch Support:
Equipped field teams with demo devices, FAQs, and troubleshooting guides to ensure seamless onboarding for both patients and providers.
Results
Significantly improved patient confidence and satisfaction with self-injection, as measured by post-launch surveys and support call reductions.
Reduced training-related issues by 78% compared to previous device launches.
Increased HCP confidence in recommending self-injection to appropriate patients, leading to broader adoption of the One-Press device.
Strengthened STELARA's market position through an enhanced patient experience, reinforcing its leadership in the biologics category.
