End-to-End Brand Development, Strategy & Execution
2024
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The Largest Product Launch in Walmart History
We didn’t just launch W—we built it. As the bolt-on VP of Brand and Head of Organic Social, we oversaw W through every stage of its creation – from early fundraising to development, launch, and its first six months in the market. A full-scale brand incubation, we crafted everything from the identity and essence to the tone and positioning, while delivering one of the most disruptive product debuts in recent history.
The Biggest Disruptor in Men’s Personal Care
How do you build a category-defining brand with zero media spend? You engineer cultural moments that can’t be ignored. From Punch Jake in the Face to Tyson vs. Paul at AT&T Arena, Paul vs. Perry in Tampa, StankWatch, and the Giant Shopping Cart stunt, we turned bold ideas into viral phenomena. Every campaign, every headline, every conversation was driven by an organic-first strategy designed to dominate culture—not just participate in it.
W Wasn’t Built to Blend In
It was designed to challenge the norms of men’s personal care, rejecting the tired tropes of the category and injecting a bold, irreverent, and culturally in-tune approach. Through a sharp, trend-driven social strategy across TikTok, Instagram, and YouTube, we kept W at the center of the conversation, leveraging creators and disruptive storytelling to turn heads and spark engagement.
The results speak for themselves:
More than a launch, this was a cultural shift. W became the biggest men’s personal care debut in Walmart’s history and set the tone for the future of the category.
