Berkeley Life
Challenge: Build the creative operating system for a rapidly growing wellness brand by establishing the messaging architecture, audience strategy, and creative systems needed to transform complex science into trusted, customer-centered experiences across every channel.
Impact: Partnered directly with the CEO, CMO, scientists, and agency partners to establish Berkeley Life's messaging architecture, audience segmentation, creative systems, and performance strategy. Unified how the brand communicated across paid media, Amazon, website, product launches, packaging, HCP materials, events, retail, and internal communications, creating a scalable foundation for future growth.
Role: Head of Creative
Brand Creative Direction • Brand Messaging • Content Strategy • Product Marketing • Design Systems • Performance Creative • Packaging • Website • Experiential Events
Channels: Meta • Instagram • TikTok • Amazon • Website • Email • Print • Packaging • HCP • Retail • Events
From Insight to Messaging
Every campaign, product launch, and customer touchpoint started with a unified messaging framework. By combining clinical research, customer insights, performance data, and stakeholder collaboration, we built audience-specific narratives that scaled consistently across DTC, healthcare, Amazon, paid media, packaging, and events.
BRAND MESSAGING ARCHITECTURE
Objective: Establish Berkeley Life's messaging architecture by transforming a scientifically complex product with multiple health benefits into clear, audience-specific communication that built trust and drove engagement across every brand touchpoint.
Work: Partnered with the CEO, CMO, scientists, and agency partners to define Berkeley Life's messaging architecture from the ground up. I led concept development, messaging strategy, copy direction, and creative execution, translating clinical research and performance insights into a scalable communication system across every customer touchpoint.
Across: Website • Amazon • Paid Social • Meta • YouTube • UGC • Email • Packaging • Print • HCP • Events
01. Consumer Education & Brand Awareness
Helping consumers understand why nitric oxide matters.
Simplified complex nitric oxide science into accessible, benefit-led messaging.
Balanced education with emotional storytelling to increase trust and consideration.
Unified communication across website, Amazon, paid media, packaging, email, and print.
Print: Created educational collateral for consumer events, healthcare outreach, and brand activations.
Website: Built educational messaging that translated nitric oxide science into a unified digital experience.
Editorial: Designed + led messaging for 4 national magazine ads for ModernLuxury
02. Men's Health & Sexual Wellness
Helping men connect with the benefits that mattered most.
Shifted messaging from ingredient-first claims to confidence, vitality, intimacy, and natural performance.
Combined customer insights, clinical research, and performance learnings to refine messaging and creative.
Translated complex science into relatable, benefit-led storytelling that built trust and consideration.
Paid Social: Identified and scaled winning creative concepts around confidence, intimacy, dating, and natural performance.
Website: Built educational product pages that translated nitric oxide science into confidence, vitality, and natural performance benefits.
YouTube & UGC: Partnered with brand ambassadors and content creators to develop authentic, educational videos that reinforced trust, relatability, and everyday product benefits.
03. Women's Heart Health & Menopause
Helping women reconnect with their energy, vitality, and heart health.
Developed audience-first messaging centered on energy, circulation, menopause support, and feeling like yourself again.
Combined clinical research, customer insights, and performance learnings to simplify complex science into relatable wellness benefits.
Balanced educational storytelling with approachable, science-backed communication that built trust and consideration
Organic Social: Developed benefit-led creative centered on energy, heart health, and healthy aging.
Website: Reframed menopause support through approachable, science-backed product storytelling.
Paid: Developed benefit-led creative centered on energy, heart health, and healthy aging.
04. Healthcare Practitioner (HCP) Education
Building clinical confidence through evidence-based education.
Translated clinical research into clear, evidence-based messaging for healthcare practitioners and patient education.
Developed educational concepts and creative that balanced scientific accuracy with approachable communication.
Created a consistent HCP communication framework supporting provider education, product adoption, and brand credibility.
Booth Design: Led creative direction and messaging for healthcare conference experiences that balanced education, brand visibility, and product discovery.
Website: Led messaging strategy and creative direction for the practitioner education experience.
HCP Educational Video: Developed the messaging, visual concept, and creative direction for educational HCP content, simplifying clinical research into engaging, evidence-based storytelling.
Customer Journey Optimization
Turning customer insight into conversion-focused experiences.
Data-Informed: Synthesized Microsoft Clarity heatmaps, Triple Whale journey data, customer reviews, surveys, and CRO insights into audience-specific messaging and content strategy.
Credibility: Balanced scientific evidence with approachable storytelling to make complex health information clear, relevant, and actionable.
Trust: Strengthened confidence throughout the customer journey with clinician recommendations, verified reviews, educational content, and optimized PDP experiences.
WEBSITE EXPERIENCE & CONVERSION STRATEGY
Challenge: Create a digital experience that transformed complex scientific research into intuitive customer journeys that educated consumers, built trust, and increased conversion across multiple audience segments.
My Role: Partnered with executive stakeholders, product teams, performance marketing, and agency partners to define the messaging framework, customer journey, information architecture, and conversion strategy. Led creative direction across landing pages, PDPs, and content systems informed by customer insights, behavioral analytics, and performance data.
Men's Healthy Aging
Personalized messaging
Interactive education
Product recommendations
Menopause
Audience-specific positioning
Educational storytelling
Conversion-focused hierarchy
PDP
Clinician recommendation
Reviews & social proof
Optimized purchase flow
PDP Optimization
Strategized and designed production product detail pages that translated clinical research into clear, conversion-focused customer experiences.
Strategy & Design: Defined messaging hierarchy, information architecture, and visual content to simplify complex nitric oxide science into intuitive product education.
Data-Informed Decisions: Leveraged Microsoft Clarity heatmaps, Triple Whale customer journey insights, customer reviews, surveys, and CRO findings to prioritize content and optimize the experience.
Trust & Conversion: Integrated clinical validation, healthcare practitioner recommendations, educational storytelling, and social proof to build credibility and support purchase decisions.
KEY RESULTS
Unified product storytelling across the customer journey
Simplified complex scientific information into benefit-led education
Increased trust through layered credibility signals
Created a scalable PDP framework that supported multiple audience segments
Objective
Build a performance creative system for a science-led brand with one core Nitric Oxide product, identifying the audiences, hooks, benefits, and formats that could drive growth.
Approach
Developed and tested distinct creative territories across men’s sexual health, healthy aging, women’s health, energy, and multi-benefit wellness. Used performance data to identify winning hooks, then evolved them across static, video, UGC, testimonials, lifestyle, and science-led creative.
KEY RESULTS
7.6× ROAS | Sexual Health
Identified natural sexual wellness as a high-performing acquisition angle and expanded it across multiple concepts.4.4× ROAS | Women’s UGC
Validated authentic, problem-solution UGC as a strong format for translating product benefits into relatable stories.3.3× ROAS | Men’s UGC
Extended performance beyond polished brand creative through lifestyle-led creator content.
Creative System | One Product, Multiple Audiences
Built repeatable messaging territories around one Nitric Oxide foundation, allowing the brand to speak to different needs without fragmenting its core positioning.
System
INSIGHT → HYPOTHESIS → TEST → LEARN → ITERATE → SCALE
PAID MEDIA CREATIVE SYSTEM
Objective
Build a performance creative system for a science-led brand with one core Nitric Oxide product, identifying the audiences, hooks, benefits, and formats that could drive growth.
Approach
Developed and tested distinct creative territories across men’s sexual health, healthy aging, women’s health, energy, and multi-benefit wellness. Used performance data to identify winning hooks, then evolved them across static, video, UGC, testimonials, lifestyle, and science-led creative.
KEY RESULTS
7.6× ROAS | Sexual Health
Identified natural sexual wellness as a high-performing acquisition angle and expanded it across multiple concepts.4.4× ROAS | Women’s UGC
Validated authentic, problem-solution UGC as a strong format for translating product benefits into relatable stories.3.3× ROAS | Men’s UGC
Extended performance beyond polished brand creative through lifestyle-led creator content.
Creative System | One Product, Multiple Audiences
Built repeatable messaging territories around one Nitric Oxide foundation, allowing the brand to speak to different needs without fragmenting its core positioning.
System
INSIGHT → HYPOTHESIS → TEST → LEARN → ITERATE → SCALE
ORGANIC SOCIAL & BRAND SYSTEM
KEY RESULTS
Reach: Increased top-performing Reel reach up to 45× the previous ~200-view baseline.
Breakthrough: Multiple Reels reached 1K–9K views despite a 500+ follower audience.
System: Established repeatable content formats across education, lifestyle, product, and event storytelling.
Scale: Built a modular template system enabling junior designers to produce on-brand content efficiently.
Template System
CULTURAL MOMENTS, CREATIVE EXPERIMENTATION & AI
Nostalgic Disruption: Reimagined the supplement as a collectible wellness action figure, “Balanced Bianca,” combining nostalgia, unboxing culture, and AI-assisted experimentation to create a distinctive campaign across Meta and email.
Cultural Connection: Responded to the cultural momentum around Severance with a timely campaign connecting the show’s work-versus-life duality to nitric oxide and circulation, making a complex wellness benefit feel current, clever, and culturally relevant.
Trend-Led Performance: Translated cultural trends, platform behavior, and performance insights into timely paid and organic creative, doubling prospecting CTR and increasing engagement across Stories and Reels by more than 60%.
Challenge As Berkeley Life expanded its product portfolio and reached broader consumer audiences, its packaging reflected the brand’s strong HCP foundation but felt more clinical than premium DTC. The opportunity was to create a cohesive, benefit-led system that elevated consumer appeal, simplified product selection, and supported growth across DTC, Amazon, retail, and healthcare channels.
Creative Approach: Led the packaging evolution from creative direction through hands-on concepting and design, collaborating with an external agency, internal stakeholders, and a designer under my direction. Established a clearer benefit hierarchy, stronger product differentiation, and a cohesive visual system that preserved scientific credibility while elevating the brand for premium DTC growth.
KEY RESULTS
Created a more recognizable and retail-ready brand presence designed to strengthen shelf impact, improve product comprehension, and connect packaging with the broader DTC, Amazon, and marketing ecosystem.
PREMIUM DTC PACKAGING SYSTEM
