01
OOM Platform
Product Management & Brand Strategy
I built the product and brand strategy for OOM, a fintech-backed reuse platform. I designed data system that connected customer incentive, internal operations, and behavior insights — then wrapped it in a brand that felt rewarding, not preachy. This laid the groundwork for Erewhon’s reuse system and proved how design, tech, and values can align around a clear POV.
Available on App Store.
02
EREWHON
Partnership & Operations
I led Erewhon’s partnership strategy around reuse, positioning the retailer as a visible player in sustainability without compromising its premium brand. By extending the reuse program to Erewhon Water bottles, we embedded the behavior into a daily habit. This project clarified how to introduce new systems inside culturally influential brands. and made it feel like a natural evolution.
03
Naked Frankie
Brand Positioning & GTM Strategy
As OOM’s consumer-facing beauty brand, Naked Frankie needed to differentiate quickly. I developed the brand strategy & the GTM strategy, which led to a pop-up launch in Los Angeles. Every decision, from naming to merchandising, was crafted to make reuse feel aspirational, not alternative. Clear, simplified messaging was key to consumer education. This was a study in positioning: aligning brand identity with behavioral insight to drive engagement and conversion.
04
WAV Media
Platform Marketing & Creator Strategy
I led product marketing and talent strategy to scale a new music/concert livestreaming platform. I positioned the brand for emerging artists, launched a series of live campaigns, and helped take the app to #1 in the App Store Music category by directing conert livestreams with tentpole artists. We grew YouTube from 0 to 44.5k subscribers through programming aligned with cultural moments. This experience grounded my approach to culture-first GTM.