Thrive Market
Owned the end-to-end management of Thrive Market Brand product and shop experiences and SUPPORTED Go-TO-Market for 0–1 PRODUCT LAUNCHES AND PRIVATE LABEL INNOVATION, TRANSLATING CATEGORY INSIGHTS INTO COMPELLING MULTI-CHANNEL STORYTELLING ACROSS 100+ NEW PRODUCTS AND EMERGING CATEGORIES.
Brand & Product Launch Strategy
Thrive Market is on a mission to make healthy and sustainable living easy and affordable for everyone through carefully sourced, non-GMO products. I partnered with Product Innovation, Creative, and Merchandising teams to bring Thrive Market exclusives, private label collections, and strategic brand collaborations to life. By aligning stakeholders on launch objectives, positioning, and channel strategy, I developed integrated go-to-market roadmaps that ensured cohesive storytelling across email, site, social, app, and lifecycle marketing — strengthening brand authority and accelerating product adoption.
Integrated Campaign Execution & Performance Optimization
To ensure launches delivered both brand impact and business results, I built reporting frameworks to track product adoption, channel performance, and customer engagement across the lifecycle. By synthesizing cross-channel insights, I refined messaging and informed future launch strategies—improving speed-to-market and strengthening customer trust in new product innovation. This data-informed approach allowed me to bridge brand storytelling with performance analytics, ensuring each launch was not only emotionally resonant but commercially effective.
Category Expansion & Strategic Partnerships
To support Thrive Market’s expansion into new and high-growth categories, I conducted consumer, competitive, and market research to inform product positioning and launch strategy across 100+ new products spanning body care, pantry staples, supplements, and frozen meals. I translated insights into differentiated messaging frameworks that clarified value propositions and reinforced Thrive’s commitment to transparency and quality. I also supported strategic retail and CPG partnerships, including the launch of Beyond Meat x Thrive Market frozen meals, developing co-branded narratives that drove credibility in emerging categories.
Brand Refresh & Packaging Transformation
Led the execution of a comprehensive packaging refresh across hundreds of Thrive Market private label products to align with updated brand guidelines, introducing a more vibrant, eye-catching visual system designed to increase shelf impact and strengthen brand recognition. Partnered closely with Creative, Product Development, Operations, and Merchandising teams to coordinate packaging updates from concept through production, ensuring accuracy, regulatory compliance, and on-time rollout. Simultaneously oversaw the transition of digital assets across site, app, and product detail pages to maintain visual consistency and reinforce the refreshed brand identity across all customer touchpoints. This large-scale transformation modernized the brand presence, enhanced discoverability, and delivered a more cohesive omnichannel experience.
