Story. Product. Community.
Here’s What Happens When All Three Work.
Six brands. Six different problems. One standard of work across 20 years of doing this at scale.
Brand strategy, product marketing, and go-to-market consulting across consumer brands in fitness, health, CPG, and lifestyle. The proof is in the numbers below.
The Receipts. All In One Place.
From ReMax
to Reborn.
Yazbeck Realty Group
Mary Yazbeck had already built something worth noticing. Years of award-winning work with ReMax on the Massachusetts South Shore. A reputation that preceded her. But reputation alone doesn’t build a brand…and when Mary decided to go out on her own, she needed more than a name on a door.
We built her identity from the ground up. Logo, color palette, typography, website, marketing materials. Bold and non-traditional…exactly what she asked for. Her primary color choice became the foundation for a full visual system that felt unmistakably her. The site launched and did something neither of us anticipated…inquiries started coming in from across the country. Not just the South Shore. Everywhere.
That’s brand pull. Not SEO. Not ads. A story told clearly enough that people found it and responded.
Surging to
the #1 Spot.
SharkNinja: Ninja Motorized
I took on a strong category and made it dominant. We scaled motorized kitchen from #3 to #1 in the market, growing 43% YoY in a pandemic to over $800M in revenue. The growth wasn’t one thing…it was the system. Sharp positioning that told the right story, a community of loyal users who became the brand’s loudest advocates, and relentless product marketing execution driven by deep consumer insights.
My work spanned product launches, retail strategy, community development, and campaign execution across all major channels. The result? A category that didn’t just grow…it took over.
Building a Community
From Scratch.
Under Armour: UA Combines/Combine360
Built UA Combines from an idea into a thriving athletic community of over 10,000 athletes, parents, and coaches. The pillar of community didn’t come as an afterthought…it was Day One strategy. The result was a self-sustaining network that became a locomotive in the recruiting industry.
From there, it became Combine360, a joint venture with IMG Academies that took a moment in time and created the 90-day training regimen to help you perform at your best when your best was needed. 1,500 certified trainers and inroads no partnership could create.
Active Recovery
Built to Move.
OOFOS
OOFOS had something most brands spend years trying to develop…a genuinely differentiated product. Patented OOfoam technology. A real recovery story. A global footprint. What they needed was structured access to the people who could bring that story to life inside the fitness community.
Working with award-winning coach and trainer Marc Coronel, we designed and built the Active Recovery Academy from scratch. A fully accredited certification program built to meet the standards of the fitness industry and give professionals a credential worth earning. Three pre-launch events. Three thousand fitness professionals in the room before a single certification was sold.
Making the B2B
to B2C Leap.
Cybex International
I led the full B2C transformation…end user specific positioning, tone of voice, strategic community building, and social media presences that didn’t exist before. It turned into a community of thousands, including over 100 ambassadors to create authenticity in a new space, and a brand guideline framework to make all presentations and content uniform.
The result was a legacy fitness brand that finally spoke directly to the consumer…in a voice they trusted. Company was acquired by Life Fitness shortly after.
Dusting Off
a Legacy.
Midea America / Eureka
SKU rationalization reduced underperforming inventory by nearly 50% and cleared the way for new innovation, including two full go-to-market launches in 2025. A legacy brand with a cluttered line and a story that had stopped resonating…found its voice again.
The result was a brand that could breathe again…converting better, growing faster, and expanding off-Amazon for the first time in years.
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Brand Strategy. Product Marketing.
Go-To-Market Consulting.