At Dr. Squatch, I created and built the partnerships and licensing strategy from the ground up, turning collaborations into one of the company’s largest growth engines and key retention drivers across both DTC and retail. I owned the strategy, storytelling, partner curation, negotiations, and product launch approach, working with major brands including Disney, Warner Brothers, Microsoft, Ford, Liquid Death and others.

I developed the limited edition, collectible product drop strategy that made our products feel more like releases than traditional CPG launches, driving customer acquisition, repeat purchases, and brand visibility while also helping secure major retail placements and in-store displays that were only possible because of these ahead-of-the-curve partnerships.

At the time of my departure, the program had generated over $82M in DTC revenue and $353M in retail revenue, sold over 58M units, acquired 1.5M customers, and had grown into a 9-figure revenue driver and major contributor to the company’s growth leading up to the $1.5B acquisition, where the partnerships program was cited by Unilever as a key driver of the acquisition.

At Dr. Squatch, I worked across brand strategy, campaign development, celebrity and talent partnerships, product launches, and content-driven marketing that helped scale the brand from a niche DTC company into a household name in the category.

I helped develop and execute major marketing campaigns including viral brand campaigns, large product launches, celebrity and athlete partnerships, and national campaigns including Super Bowl advertising and campaigns with talent such as Sydney Sweeney, Nick Cannon, Mike Tyson, Justin Herbert, Caleb Pressley and others.

These campaigns were designed to build cultural relevance, expand audience reach, and increase customer acquisition while supporting retail expansion and continued DTC growth. The campaign and content strategy helped significantly increase brand awareness, retail demand, and customer acquisition, allowing the company to compete against much larger legacy competitors and become one of the most recognized brands in the category.

At Thrive Market, I helped build and scale the influencer and affiliate programs into performance-driven customer acquisition and revenue channels rather than traditional brand awareness campaigns.

I helped design the program strategy around performance metrics, customer acquisition costs, and lifetime value, and built reporting, forecasting, and optimization frameworks that allowed the programs to scale profitably.

I also developed cost-sharing campaigns with external brands where partners helped fund creator campaigns, allowing us to scale influencer marketing more efficiently and expand reach while maintaining strong unit economics. These programs became consistent revenue drivers, contributing approximately 5% of total company revenue per month while driving customer acquisition, memberships, and revenue at efficient acquisition costs.