Dietary supplement marketing consulting company specializing in Brand Management, Digital Marketing, Product Formulations, Channel Strategy, Creative Direction, Social Media, Affiliate Marketing, International Marketing, Brand Licensing. Previous clients include: MuscleTech, Six Star, Olimp, Ultimate Nutrition, Bang Energy/VPX, OhYeah!/One Bar, ALLMAX, MUTANT, Mammoth, PVL, MHP, GAT, NUTREX, Slimquick, NV, NxLABS, Biogenetix, Ultimate Fat Burner, Perfect Sports/DIESEL, Molecular… Show more Dietary supplement marketing consulting company specializing in Brand Management, Digital Marketing, Product Formulations, Channel Strategy, Creative Direction, Social Media, Affiliate Marketing, International Marketing, Brand Licensing. Previous clients include: MuscleTech, Six Star, Olimp, Ultimate Nutrition, Bang Energy/VPX, OhYeah!/One Bar, ALLMAX, MUTANT, Mammoth, PVL, MHP, GAT, NUTREX, Slimquick, NV, NxLABS, Biogenetix, Ultimate Fat Burner, Perfect Sports/DIESEL, Molecular Nutrition, Inner Armour, Optimal Results, Hyper Strength, SD Pharmaceuticals, Blender Bottle, Fusion, ANS Performance, NuSoma Research, EP2, Advanced Genetics/AG, Kaizen, Bodylogix, ATP Lab, Nutrabolics, Platinum Labs, Nutrition Club, BeautyFit, iSatori, Next Proteins/Designer Whey and others. Show less

• Responsible for global brand P&L, revenue growth management, pricing strategy, brand plan, channel strategy, innovation pipeline, product lifecycle management of over 400 SKUs globally.• Spearheaded legacy brand turnaround and exceeded global sales forecast of over $200M.• Achieved 67% increase in gross margin in north America YOY.• Managed marketing budget of $13.5M.• Employed strategy to reduce diversion and price erosion while restoring profitability in <2… Show more • Responsible for global brand P&L, revenue growth management, pricing strategy, brand plan, channel strategy, innovation pipeline, product lifecycle management of over 400 SKUs globally.• Spearheaded legacy brand turnaround and exceeded global sales forecast of over $200M.• Achieved 67% increase in gross margin in north America YOY.• Managed marketing budget of $13.5M.• Employed strategy to reduce diversion and price erosion while restoring profitability in <2 years.• Managed multimillion dollar influencer budget with Henry Cavill, Blessing “The Boogieman” Awodibu, Chef Rush, Ana Cozar and 50+ athletes globally.• Ideated and commercialized 10+ new products. All exceeded sales forecasts & margin thresholds.• Secured listings for 6 new skus in Walmart US within 12 months. Increased gross revenue by >30%.• #1 selling testosterone boosting sku and #1 selling weight gain brand at Walmart. • Collaborated with cross-functional departments including creative, digital marketing, sales, R&D, regulatory, eCommerce, operations, commercial finance and demand planning to ensure cohesive execution of all campaigns.• Penetrated Brazilian market using brand licencing/royalty model in place of traditional distribution including localized manufacturing.• Worked with agency to setup affiliate marketing program recruiting over 3,000 affiliates in 18 months, tripling D2C sales. Show less

• Created a fitness magazine publishing 50 issues distributed through Walmart Canada, Shoppers Drug Mart, Chapters/Indigo, Popeye’s Supplements, GNC Canada.• Provided media coverage for over 70 IFBB Pro League sanctioned bodybuilding competitions annually. • Developed social media community of 650K+ fans, awarded YouTube’s Content Creator Award• Successfully exited business with company sale.

• Led new product innovation for 10+ individually branded products distributed in over 100 countries. • Responsible for product formulation, cost management, competitive analysis, product positioning, label copy, infographics and staff training on new innovations.

• MUTANT Global Brand Manager.• Managed global marketing budget, brand plan, product lifecycle, social media, innovation pipeline, and all marketing campaigns.• Exceeded gross revenue target of $50M while exceeding company margin thresholds.• Managed rebrand for >300 SKUs while reducing COGs.• Setup affiliate marketing program with external partner, increasing direct-to-consumer sales over 300%.

• Responsible for annual brand plan, marketing budget, product lifecycle management, retail pricing, sales collateral, social media, product education, media planning, event marketing and retail channel strategy.• Implemented strategic price pack architecture and formulation differences to prevent cannibalization of specialty channel business.• Managed event marketing sampling program at over 130 events across Canada.• DIESEL (FDM version) become #1 selling New Zealand Whey blend… Show more • Responsible for annual brand plan, marketing budget, product lifecycle management, retail pricing, sales collateral, social media, product education, media planning, event marketing and retail channel strategy.• Implemented strategic price pack architecture and formulation differences to prevent cannibalization of specialty channel business.• Managed event marketing sampling program at over 130 events across Canada.• DIESEL (FDM version) become #1 selling New Zealand Whey blend and DIESEL (specialty channel version) becoming #2 selling whey isolate in the Canadian specialty channel. Show less

• Leveraged celebrity endorsements, including a national campaign with Holly Madison with NV weight loss beauty pill. https://youtu.be/n1zks1b2xac?si=AjpUrpWcYAmHsvDy • Wrote and produced all TV commercials for SLIMQUICK and assisted Saatchi & Saatchi with script writing NV commercial. • Managed new product innovations, social media strategy and performance tracking.• Created digital weight-loss coaching system, eBooks and eCommerce platform.

• Increased annual gross revenue from $8 million to >$120 million.• Created SLIMQUICK brand which exceeded $70 million annual revenue. • Leveraged celebrity endorsements, including campaign with Carmen Electra, generating $20 million of new business.• Grew NxLABS sales to >$15M, winning GNC’s Breakout Brand of the Year. • Managed over $20M annual marketing budget.• Built and managed creative and brand team with over 50 employees.• Wrote and produced all TV… Show more • Increased annual gross revenue from $8 million to >$120 million.• Created SLIMQUICK brand which exceeded $70 million annual revenue. • Leveraged celebrity endorsements, including campaign with Carmen Electra, generating $20 million of new business.• Grew NxLABS sales to >$15M, winning GNC’s Breakout Brand of the Year. • Managed over $20M annual marketing budget.• Built and managed creative and brand team with over 50 employees.• Wrote and produced all TV commercials for SLIMQUICK, NV and Joint Care products. Show less

• Grew annual sales from $20M to over $200M.• Managed $40M global marketing budget.• Managed over 150 sponsored athletes.• Created marketing department and scaled to over 75 employees.• Conducted >$1M consumer research study (qualitative and quantitative).• Wrote and produced over 15 Hydroxycut television commercials and worked with WWE® to write and produce television commercials featuring Brock Lesnar. https://youtu.be/pVLPk4X8CBs?si=WjR5Vi6meqJu9Oko • Held… Show more • Grew annual sales from $20M to over $200M.• Managed $40M global marketing budget.• Managed over 150 sponsored athletes.• Created marketing department and scaled to over 75 employees.• Conducted >$1M consumer research study (qualitative and quantitative).• Wrote and produced over 15 Hydroxycut television commercials and worked with WWE® to write and produce television commercials featuring Brock Lesnar. https://youtu.be/pVLPk4X8CBs?si=WjR5Vi6meqJu9Oko • Held concurrent role as Research & Development Manager (8 direct reports).• Managed multimillion dollar research budget with leading universities.• Negotiated the acquisition of creatine patent (#US6136339A) from University of Nottingham.• Helped create SIX STAR Pro Nutrition from concept to full commercialization. Show less

• Managed new product innovations, marketing collateral, labels, product education, and website content.• Managed research partnership with leading universities studying the effects of creatine, carbohydrates, nitric oxide stimulators and prohormones.• Designed and commissioned clinical study on Nortesten formula. Published in Journal of Strength Conditioning Research 2001 Feb;15(1):144-7. https://pubmed.ncbi.nlm.nih.gov/11708699/. Leveraged study in national campaign. Product becoming… Show more • Managed new product innovations, marketing collateral, labels, product education, and website content.• Managed research partnership with leading universities studying the effects of creatine, carbohydrates, nitric oxide stimulators and prohormones.• Designed and commissioned clinical study on Nortesten formula. Published in Journal of Strength Conditioning Research 2001 Feb;15(1):144-7. https://pubmed.ncbi.nlm.nih.gov/11708699/. Leveraged study in national campaign. Product becoming the #1 selling pro-hormone in USA. Show less