Building a personalized nutrition brand from the ground up, bringing it to market in less than 12 months.
The Challenge
A global consumer health company was facing low-to-negative growth forecasts for several of their major core brands. They wanted to establish major sources of revenue growth and recognized the need to quickly build, test, and scale new business models. They had identified strategic areas of focus—including creating personalized vitamins and supplements regimens that can be shipped directly to consumers.
The Approach
I joined the team after initial concept validation to direct the branding and digital touchpoints. I used a combination of agile and lean-startup to test and learn as we refined the brand and packaging, and created a cohesive digital experience. Digital touchpoints spanned social media marketing to a recommendations survey, user profile and subscription management, cart and checkout flow, and email marketing. I oversaw and directed the in-market tests to refine the digital experience, value proposition, and acquisition strategy.
The Outcome
Consumer-validated value proposition & brand for a personalized supplements business capable of $200mn+ annual revenue.
Lean Growth, Brand Creation, Product Design, PA Consulting for a global consumer health company.