ARMRA

Scaling a modern wellness brand through brand-led, full-funnel growth in first 6 months

Chief Brand Officer

Snapshot

  • Rebuilt marketing organization from 6 → 30+ including AI tools for efficiency and effectiveness

  • Expanded from Meta-only to full 360° channel ecosystem in first 6 months

  • Scaled to 450+ assets/month across channels

  • Achieved “a product sold every 20 seconds” at peak

  • Delivered largest revenue days in company history

  • Reduced acquisition costs through influencer, affiliate, and practitioner programs

  • Launched into Target and Ulta ahead of forecast

Close-up of a man's face with a focus on his eyes, nose, and lips, looking directly at the camera with sunlight illuminating his features.

The Situation

When I joined ARMRA, the brand had strong early traction but was heavily reliant on Meta for acquisition, with an opportunity to scale both brand and demand more sustainably.

My Role

As Chief Brand Officer, I led brand, creative, and marketing, rebuilding the team, defining the strategic foundation, and expanding the business across channels, product, and retail.

What I Did

Rebuilt the marketing function
Scaled the team from 6 to 30+, establishing the creative and strategic architecture across DTC, retail, and brand, using both AI agents and exceptional humans.

Defined the brand platform
Led the repositioning and identity refresh, anchored in “Awaken Your Body’s Brilliance,” creating a cohesive foundation across all touchpoints.

Expanded beyond Meta into a full-funnel system
Shifted the business from channel dependency to a diversified ecosystem including TV, partnerships, influencer, affiliate, and practitioner programs in 1st 6 months of the role.

Built a high-output creative engine
Scaled to 450+ assets per month, designed to drive both engagement and conversion across channels using AI and ops.

Drove product and content expansion
Launched four new flavors, introduced new formats, and diversified content into new channels.

Led retail expansion
Launched into Target and Ulta, both exceeding forecast and extending brand reach beyond DTC.

Results

  • Product demand scaled to one unit sold every 20 seconds at peak

  • Delivered lowest CPM campaign in company history through a 360° tennis partnership

  • Increased demand and brand visibility through channel expansion

  • Reduced CAC through influencer, affiliate, and practitioner growth

  • Established scalable infrastructure for continued growth

  • Culturally, the brand moved from supplement to reference point: Jennifer Aniston shared she takes ARMRA daily (People), Dua Lipa featured ARMRA in her routine (Vogue)

Creative Partner: Bethany Schrock, New Co Agency. Photographer: Michael Oliver Love

A shirtless man with a muscular physique stands outdoors against a rocky landscape and blue sky, holding a bottle of ARMRA mineral supplement on his shoulder.
A container labeled 'ARMRA Colostrum Health Revival' with a scoop of colostrum powder on top, a glass of whipped creamy substance garnished with a piece of pineapple, a black and silver ball, and a droplet of white substance dripping from the contain
Billboard advertising a health supplement called ARMR with a split image showing a person holding a supplement bottle on the left and a green themed microscopic or cellular illustration on the right. The text indicates ARMR provides over 400 nutrient
A container of ARMA Colostrum Health Revival placed balanced on a small fruit with foam bubbles and soap suds on the fruit and container, against a plain light pink background.
A woman in a bright yellow off-shoulder top holding a glass of water against a pink and purple landscape background.
People standing in shallow pink water during sunset on a beach.
A large advertisement poster on a building wall featuring two images of a man, one shirtless with an arm raised and the other drinking from a cup, promoting ARMA's health products. The central image shows a tall glass of water with bubbles and reflec
A young man with a shaved head holding a white container of ARMA Colostrum supplement on his shoulder in an outdoor setting with a partly cloudy blue sky. An inset close-up shows a green device on a sandy surface.
A woman with wet hair and smooth skin holding a bunch of grapes against her face, with a packet of Armra Colostrum health supplement near her neck.
Screenshot of the ARMRA Colostrum product page featuring the ARMRA Unflavored Jar, a health supplement, with options to select flavor, subscribe and save, and buy once, along with promotional information and some related images.
A woman with dark hair and fair skin holds a box of ARMRA collagen supplement on her forehead against a blue sky background, wearing a purple satin top.
A pineapple with a container labeled 'Armra Colostrum' placed inside, with juice spilling over and pineapple pieces surrounding the container.
  • Packaging with the brand name 'Sakara', featuring text that highlights organic, plant-based, ready-to-eat products, with colorful layered design and a smiling woman wearing jewelry.

    SAKARA

    Scaling a culturally iconic brand into a multi-dimensional growth business

    Learn More
  • A shirtless man with a muscular build stands outdoors in front of a rocky landscape and blue sky, holding a white container labeled 'ARMRA' on his shoulder.

    ARMRA

    Scaling a modern wellness brand through brand-led, full-funnel growth

    Learn More
  • A promotional banner for MAC VIVA GLAM's 25th anniversary features a woman with long, wavy black hair, wearing a see-through red mesh top and red shiny pants, standing against a white background. The red border of the banner has black text repeating '25 YEAR ANNIVERSARY' and 'MAC VIVA GLAM'. To the upper right, there's a paragraph highlighting the conversation on health, rights, self-expression, HIV & AIDS, LGBTQ+ issues, and women and girls.

    MAC Cosmetics

    Repositioning a global legacy brand for a new generation

    Learn more
  • A woman roller skating on the beach in California, wearing a one-piece swimsuit, striped socks, and carrying a yellow striped towel.

    Roxy

    Reigniting growth through insight-led brand repositioning

    Learn more
  • Decorative arrangement of flowers, glass vessels, and a bottle on a table with a dark red background.

    Kin Euphorics

    Building a culturally defining brand at the intersection of wellness and social ritual

    Learn More