Manuka Health Portfolio
For two years I led the North America marketing team, scaling the brand to a healthy MM P&L. Manuka Health is a global wellness brand and the largest producer of raw manuka honey. Manuka honey is known for its inner and outer healing powers, due to its abundance of the naturally occurring methylglyoxal (MGO) compound, which aids in balancing the gut and skin microbiome. Manuka Health’s product portfolio includes raw manuka honey, supplements, lozenges and skincare. My role was to build the annual marketing strategy and calendar, owning and managing the A&P budget and oversee execution across PR, social, influencer, digital and shopper within an omnichannel environment (DTC, Amazon and Retail - Grocery & Specialty Beauty)
Capabilities:
Annual Marketing Strategy
Brand Strategy & Positioning
Budget & P&L Management
Campaign Strategy
Clinical Trials & Research Studies
Data & Insights
Demo & Sampling
Events & Immersive Experiences
Integrated Marketing Comms
Packaging
Partnerships & Collabs
People Leader
PR Strategy
Product Launches
Performance Marketing
Retail Marketing
Social Media & Influencer Marketing
Press hit as part of skincare launch outreach.
Holiday campaign strategic advisor including messaging, gift kit production, shoot styling and channel execution.
Conducted an ‘8 week, 80 participant, one teaspoon ingested per day’ consumer perception IHUT research study with The Benchmarking Company. Key consumer insights drove an integrated marketing campaign featured on DTC and within a Sprouts custom retail campaign to drive unit velocities.
Digital ad consultant driving ideation and thought leadership on ad hook messaging and UGC creators to increase ROAS and maintain healthy DTC revenue.
Built relationship with the Honey Mama’s team and oversaw execution of this small batch innovation collab sold on DTC and as a Sprouts exclusive. This partnership introduced our brand to like-minded wellness audiences driving new customer acquisition and loyal followership on socials.
Lead strategist and visionary behind this new customer acquisition strategy. This multi day brand pop up event included experiential marketing, product sampling, lead generation, social engagement and transactions
Launched an always-on ambassador and demo program in Sprouts stores. Trained ambassadors via onboarding kits and provided promotional swag to educate Sprouts customers on the brand while moving incremental units over baselines.