Current Brands

I act as fractional VP of Marketing, Product Development and Ecommerce for Dr. Now, the health and wellness brand built with the star of “My 600lb Life.” I built the portfolio from the ground up—electrolytes, skincare, vitamins and supplements—while securing manufacturing partners and guiding formulation, regulatory and packaging decisions with supply chain and legal teams. I led the shift from celebrity merch to credible health authority, defining the messaging hierarchy, brand voice and content across owned, earned and paid. I also built the DTC and Amazon engine—Shopify, Klaviyo email/SMS, listings, A+ content, brand store, 3PL—and manage a six-figure marketing budget and full P&L from launch through scale.

For BoobProtect, I led the full U.S. launch of an Australian protective athletic apparel brand with zero prior presence in the market. My remit covered consumer research, positioning, pricing architecture, P&L ownership and brand strategy, culminating in a simultaneous launch across Shopify DTC, Amazon and social commerce. In year one, we delivered a 5:1 ROAS with sub-20% ACOS and reduced blended CAC by 30%, powered by an athlete ambassador and NIL program I designed with Division I and professional athletes. I later showcased the BoobProtect case study at the Patriot League Sports Conference, highlighting how authentic athlete storytelling drives both brand belief and performance efficiency.

As principal consultant to Aussie Brands USA, I act as a fractional head of marketing, product and ecommerce for a portfolio of emerging health, wellness and CPG brands. I partner with founders to turn ideas into scalable businesses by shaping product roadmaps, defining positioning and brand architecture, and building the full DTC and Amazon engine—from Shopify and lifecycle marketing to marketplace content and media. My role typically includes P&L stewardship, marketing budget ownership and establishing the operating system for acquisition, retention and unit economics, so leadership teams can focus on product and operations while I drive measurable, repeatable revenue growth.