Head of Brand & Marketing

Hona
May 2025 – Present

• Led brand, e-commerce, and creative strategy for a high-growth challenger brand, driving over 1,200% DTC revenue growth in year one.

• Directed all product storytelling and PDP creative, improving product page conversion through optimized visuals, messaging hierarchy, and benefit-driven content.

• Built scalable creative systems across PDPs, paid media, email, and landing pages to support rapid growth and creative testing velocity.

• Increased subscriber base by 540% through performance-driven lifecycle marketing, paid acquisition creative, and retention optimization.

• Partnered closely with agency teams to align creative strategy with conversion, CAC, and LTV goals.

• Led paid creative development across Meta, Google, and TikTok, improving ROAS through iterative testing of hooks, formats, and messaging frameworks.

• Oversaw all product launches, translating complex ingredient and nutrition benefits into clear, persuasive visual storytelling.

• Built and managed Shopify and Amazon storefronts, optimizing digital merchandising, product presentation, and conversion pathways.

• Led influencer and UGC creative strategy to support performance marketing and top-of-funnel growth.

Global Creative Director

Isagenix
August 2020 – May 2025

• Led the execution of creative strategy, marketing campaigns, and digital engagement initiatives for a global wellness company.

  Led the global rollout of the Isagenix rebrand by developing digital brand guidelines, implementing a global digital asset management (DAM) system, and training cross-functional teams on new brand standards.

  Led, developed, and launched compelling creative campaigns expressed across marketing touchpoints, including a new website, 150+ packaging SKUs, social media, print, email, events, and digital advertising.

  Executed innovative strategies and creative guidelines for the most successful product launch in company history.

  Managed and mentored internal and external creative talent to deliver on-time, on-strategy, and on-budget solutions.

  Managed agency partners and internal creative, copy, and marketing teams.

VP Marketing

Zija
March 2016 – July 2020

• Led global marketing and communication initiatives, elevating the Zija brand and driving business results.

• Built, supervised, and directed an award-winning marketing department, including designers, videographers, copywriters, and digital marketers.

• Developed customer journey and buyer personas to effectively reach, convert, and retain customers.

• Utilized data analytics, focus groups, and market analysis to create targeted campaigns and content.

• Established strategic partnerships with third-party vendors, optimizing ROI and driving event registration from 1,200 to 7,500 participants in six years.

• Maintained full P&L accountability for global marketing budget.

Creative Director

Zija
October 2011 – February 2016

• Shaped creative strategy and owned visual direction for the Zija brand and its product lines.

• Led the launch of SEO, social media, YouTube, email marketing, reputation management, and paid search strategies.

• Developed and executed a creative strategy to successfully rebrand a 10-year-old company with a more contemporary image.

• Oversaw packaging design for 130+ product SKUs.

• Led new UX, branding, product positioning, content marketing, and redesign efforts for global websites and mobile applications.

Designer

Skullcandy
April 2010 – September 2011

• Executed environmental, international advertising, social media, and web design for a leading international audio and sports action brand.

• Designed event and tradeshow booth layouts for major industry events and retail stores.

• Developed in-store point-of-purchase materials for prominent retailers.

• Created custom landing pages, email marketing campaigns, and various social media assets.