At Good Chemistry, April identified a white space in mass fragrance - clean, design-led products for a new generation of consumers. She pitched the concept to Target, launched with stock packaging, and beat first-year forecasts by 50%. As Founder + GM with full P&L ownership, she scaled the brand to $30M+ revenue, made it the #1 mass fragrance brand at Target, and achieved 100% fragrance ingredient transparency - a first at mass retail.

April architected the brand strategy, product development system, go-to-market execution, and cross-functional operations that turned a concept into a category leader.

At ILLUME, April built the brand and creative infrastructure that enabled a multi-brand portfolio to scale across DTC, specialty retail, and mass market without losing coherence. She designed systems for product development, brand segmentation, and go-to-market that worked across channels - from owned Shopify sites to retail ecomm.

Her work unlocked $92M in growth while maintaining 70% team retention across four leadership transitions. The key: building frameworks that endured every brand had clear positioning, authentic voice, and channel-specific strategies that reinforced (rather than competed with ) each other.

DTC brands often struggle in the messy middle - where creative vision meets operational reality. April specializes in building the systems that bridge that gap: product development workflows that balance innovation with feasibility, brand guidelines that scale without stifling creativity, and cross-functional processes that keep marketing, product, and operations aligned.

Across ILLUME and Good Chemistry, her approach resulted in products that shipped on time, performed in market, and built loyal communities. Whether launching new SKUs or entering new channels, her frameworks help brands maintain quality while moving fast.