Developed the core product concept rooted in consumer insight.

Partnered with R&D to align on formula direction, actives, and clinical objectives.

Conducted competitive & whitespace analysis to define our differentiation and claims guardrails.

Owned all product messaging, clinical claim prioritization, and B&A strategy.

Partnered with the clinical team to determine which B&As were most compelling for consumers.

Built the global claims guideline and worked with regulatory team for compliance.

Wrote the creative brief to guide campaign story, hero visuals, B&A direction, ingredient storytelling, and education assets.

Directed cross-functional teams across creative, regulatory, clinical, and product development to maintain narrative consistency.

Briefed packaging team on format, artwork, claims hierarchy, ingredient callouts, and overall packaging architecture.

Ensured packaging aligned with portfolio segmentation.

Responsible for COGs modeling, ensuring product margin aligned with business targets.

Collaborated with procurement teams on cost optimization without compromising formula or brand equity.

Led the full 360° launch strategy for global markets, including messaging hierarchy, claims ladder, product education, and key campaign assets.