Prior to me joining, AG1 had spent the previous 8 years becoming a powerhouse in mid- to lower-funnel performance marketing. This was built on the back of their best-in-class podcast offence timed perfectly to the explosion of that media channel, a powerful influencer-driven approach to social marketing, and some heavyweight household names like Rogan and Huberman getting behind the brand.

However, this success eventually hit a tipping point, with online and community sentiment starting to lament that AG1 was beginning to feel like an "influencer-built brand," lacking the broader upper-funnel awareness and brand equity critical for long-term growth.

We know that brand's do not exist without people using them. It's this interaction and friction that makes a brand tangible.

Critically, if a customer cannot see themselves reflected within a brand they will not form an emotional connection with it, and therefore are less likely to interact, and ultimately purchase.

Recognizing the opportunity this presented, my remit at the brand was to spearhead the development and execution of key brand moments to build equity and trust within our community.

The brand and customer insight: The diversity and emotional depth of our community is not just a point of distinction; it's the heartbeat of our brand: our customers, waking up every morning and smashing some AG1 in the pursuit of their one spectacular life. No other brand can tap into this level of vibrant community in their brand storytelling.

This remit led to the launch of:- The launch of two integrated "High Season" marketing campaigns—"This Is How AG1 Works" and "Start Here"—that aimed to establish a stronger upper-funnel presence while seamlessly connecting to AG1's performance marketing strengths.- The resigning of a roster of talent to build out the second season of "Morning People"–A series that brings to life the vibrant and extraordinary lives of our community.- New models of working for some of our biggest partners like Andrew Huberman and Rich Roll. Evolving from simple ad reads to integrated creative ideas that brought real life customer quotes, questions, and testimonials to life to their audiences of millions.

• A large-scale production to recapture stills and videos of a better representation of our audience and customer base, showing them in real-life moments where AG1 is central to their morning routines: the smoothie recipes, flavour hacks, shared moments with partners and even how 'morning' is totally different for someone like a night shift nurse.
• The strategic work to define what the AG1 POV was on "Amazing Humans". This was an internal body of work used to sell leadership on who or what an Amazing Human is, the opportunity they represented to us as a brand, and how we could strategically leverage them as an entirely new medium for brand and community building.
• Leveraging customer insights and data to understand the biggest causes of friction and hesitancy around conversion to create brand campaigns focussing on the issues most important to our potential customers with the first aimed at Taste and building out from there.

A closer look at the High Season campaignsThe "This Is How AG1 Works" campaign demystified the product's benefits, combining storytelling and education to broaden appeal and foster trust with new audiences. Meanwhile, the "Start Here" summer campaign encouraged customers to take the first step toward a healthier lifestyle with AG1, anchoring the brand as an accessible and essential wellness partner.

Both campaigns leveraged dynamic, full-funnel strategies, spanning digital, social, influencer, and e-commerce channels, while being adaptable to the brand's existing mid- and lower-funnel frameworks. This approach not only elevated AG1's upper-funnel brand awareness but also empowered performance marketing to optimize messaging and creative assets, driving a measurable increase in customer acquisition and retention. These campaigns marked a pivotal step in positioning AG1 as not just a product, but a trusted lifestyle brand.

The BrandZippy is a premium oral dipping pouch designed for 25- to 35-year-old working professionals seeking clean, effective energy solutions. The product features science-backed ingredients like caffeine, theanine, and nootropics for energy, and calming options for stress relief and relaxation. Unlike competitors, Zippy's approach emphasizes a holistic, refined energy experience that supports foundational wellness—day and night.

The BriefWhen Zippy's founders approached me, they had a vision: to create a nicotine-free, caffeinated oral pouch that delivers energy in a healthier, more sophisticated way than anything currently on the market. The product would combine immediate energy boosts with a long-term approach to foundational wellness, offering calming options for relaxation as well. The challenge? To build a brand, strategy, and go-to-market (GTM) plan entirely from scratch.

The ProcessBuilding a brand from scratch required a meticulous, multi-faceted approach to ensure every element of Zippy resonated with its target audience and delivered on its ambitious vision. The process began with an in-depth exploration of the competitive landscape, identifying a gap in the market for a premium, science-backed wellness product that addressed foundational energy needs. With this insight, the brand positioning was carefully crafted to establish Zippy not as another energy product but as a pioneer in holistic wellness. Audience development played a critical role, with detailed personas created to understand the lifestyles, aspirations, and challenges of the brand's core consumers. These personas informed the development of a robust messaging framework, centered around the idea that foundational wellness is the key to living a thriving, vibrant life. A comprehensive go-to-market strategy was then developed, encompassing influencer marketing, PR, experiential activations, and a tailored content plan to ensure maximum impact at launch. To bring the brand to life, I collaborated on creative direction that reflected a unique blend of excitement and sophistication, providing guidance on packaging, photography, and a pre-launch website designed to feel like an exclusive, members-only experience. Through each step of the process, the goal was to create a brand that not only looked and felt premium but also delivered real, measurable benefits that would build trust and loyalty with its audience.

The ImpactZippy is now positioned to enter the market as a game-changing wellness brand, uniquely addressing foundational energy needs with products that are as functional as they are premium. The comprehensive strategy ensures that Zippy can cut through the saturated wellness space and establish itself as a trusted, aspirational partner for its target audience.

The BrandPlayers Health is a US-based sports insurance company with a mission to create the safest and most accessible environments for athletes to play the sports they love. While the brand had strong purpose and leadership, it lacked a unified content and marketing strategy that could embed them into the cultural fabric of youth and collegiate sports and translate that purpose into measurable growth.## ## The BriefI partnered with Players Health to rebuild their Brand & Content Strategy from the ground up, then operationalized it into a suite of integrated marketing campaigns and creative briefs that could be activated immediately.## ## The Process### ### Phase 1: Rebuilding the Brand & Content Strategy PlaybookObjectiveDevelop a cohesive, actionable playbook that would serve as the single source of truth for all brand, content, and campaign activity, aligning internal teams, partners, and future agencies under one strategic direction.ApproachI immersed ourselves in Players Health’s existing marketing plan, tone of voice, and business objectives, then focused on their primary strategic mandate: Elevate Players Health’s cultural and consumer relevancy.

The playbook defined:- A revised strategic framework linking Brand Objectives → Brand Strategies → Brand & Content Pillars

• A clear purpose for content and its role across the full funnel
• Content identity and positioning that differentiated Players Health in the sports insurance space
• Measurement frameworks to ensure every activity could be tied back to brand and business impact

OutcomeI created a playbook that was both strategic and executable, grounded in brand-building best practice but structured to feed into live campaign briefs and day-to-day content planning.### ### Phase 2: Four Integrated Marketing Campaigns Aligned to Brand PillarsWith the playbook in place, I brought it to life by designing four integrated marketing campaigns, one for each Brand & Content Pillar:- Founder’s Story – Leveraging Tyrre Burks’ powerful personal story to build trust, inspire action, and drive sales conversion at scale.

• Dear Coach – An emotional mini-series launched on National Coaches Day, featuring athletes and leaders delivering messages to the coaches who shaped their journey.
• GiveBack – A brand-led initiative committing 1% of revenue to youth sports funding, rolled out with both a high-impact launch and an evergreen storytelling system.
• Reclaim the Game – An evergreen content platform anchored by a quarterly podcast exploring leadership, care, and safe sport culture.

THE Campaign Approach Included:- Defining campaign-specific objectives, target audiences, and messaging territories

• Designing multi-channel content ecosystems with hero assets, cutdowns, and evergreen formats
• Tight, achievable measurement frameworks aligned to internal capabilities
• Production considerations tied directly to brand guidelines

### Phase 3: From Strategy to Execution – High-Impact Ambassador Announcement Brief

To prove the strategy’s real-world value and show how the playbook translates into immediate action, I used it to develop a live creative brief for the announcement of a high-profile Tier 1 sports ambassador.

This athlete was not only joining the brand as a public face, but also taking a representative board seat and being given discretion to direct a significant portion of the GiveBack fund to causes they care about, making this more than a sponsorship; it was a statement of values.

The creative brief:- Clearly articulated the campaign’s objectives, audience insight, and messaging framework

• Called for a cut-through 30–45 second announcement video and platform-specific cutdowns designed for PR pickup and awareness
• Included a primary message to anchor every asset, from press release to social caption
• Delivered tangible asset requirements and production considerations so the creative team could move straight to execution

## ImpactThe brief was adopted and executed immediately with their creative agency of record, demonstrating that the work produces strategy that lives, breathes, and delivers results, not just slides in a deck.## ## Why This WorkedOur process combined big-picture brand thinking with execution-ready detail:- Strategic clarity: Every piece of work laddered up to the core Brand Objective and Strategy- Operational usability: Frameworks, asset lists, and channel roles were built for everyday marketing reality- Momentum-building: We left Players Health not just with a vision, but with live campaigns and briefs already in motion

## The ImpactPlayers Health now has:- A unified Brand & Content Strategy Playbook- Four fully-formed integrated campaigns ready for activation- A live creative brief currently in production with their AOR for rollout

• A creative-to-production process that shortens lead times and strengthens agency alignment

In short: I helped them move from fragmented ideas to a fully aligned brand engine, one that can create, distribute, and measure content that drives both brand equity and business growth.