SAKARA

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

Chief Marketing Officer

Snapshot

  • Doubled client base during tenure

  • Built ambassador and partnership network driving 15%+ of ARR

  • Expanded beyond Meta into a more diversified growth ecosystem

  • Led development and launch of 3 new nutrition programs + supplement line

  • Managed team of 40 across brand, growth, creative, PR, and product

  • Ranked #1 wellness brand in the US (Brand Tracker)

A woman with shoulder-length brown hair and wearing a sleeveless denim top is outdoors, holding a strawberry near her lips, with colorful flowers and greenery in the background on a sunny day. Lily Aldridge for Sakara.
Screenshot of S-Life Magazine homepage featuring articles on food, fashion, health, and wellness, with images of a pink object, a drink, a woman with sunglasses, a woman in white attire, a blue cabbage, a bathroom sink, a woman with braids, a salad, and a woman in a blazer.

The Situation

Sakara had strong cultural equity from day one, deeply embedded in fashion, media, and wellness circles.

However, growth was heavily reliant on Meta, and marketing had become increasingly transactional, misaligned with the brand’s emotional and community-driven appeal.

The opportunity was to build a more strategic, scalable foundation that matched the brand’s cultural position.

My Role

After previously working with the founders, Danielle DuBoise and Whitney Tingle through RoAndCo, I joined Sakara as Chief Brand & Innovation Officer to lead brand, growth, partnerships, and product innovation. I was later promoted to Chief Marketing Officer, reflecting an expanded scope across the full marketing function.

What I Did

Repositioned the brand for greater emotional and cultural depth
Working with Lotta Nieminen, evolved Sakara into a more deliberate beauty-wellness brand, enhancing its fashion sensibility while preserving its core feeling of freshness and joy.

Expanded growth beyond performance channels
Reduced reliance on Meta by building a more diversified acquisition strategy across partnerships, content, and community.

Built a high-impact ambassador and partnership network
Leveraged relationships with Bella Hadid, Scarlett Johansson, Stella McCartney, and Miranda Kerr to create cost-neutral partnerships tied to specific product suites.

Drove meaningful revenue through partnerships
Structured programs that collectively generated 15%+ of company ARR.

Led product innovation and expansion
Developed and launched three new nutrition programs (gut health, metabolism, performance) alongside a new shelf-stable supplements range.

Scaled the organization
Managed and built a team of 40 across brand, growth, creative, PR, and product.

Results

  • Client base doubled during tenure

  • Partnerships contributed 15%+ of ARR

  • Reduced dependency on paid social through channel diversification

  • Strengthened brand positioning and cultural relevance

  • Ranked #1 wellness brand in the US (Brand Tracker)

Creative Partners: Lianna Tarantin, Tiffany Davis, Nikki Huffman, Lotta Nieminen,. Photographer & Directors: Lianna Tarantin, Tommy Agriodima, Katherine Goguen

A woman with long braided hair, wearing a pink off-shoulder dress and a woven hat, holds a fork and a bowl of salad, standing in front of cactus plants.
A woman sitting outdoors on a chair with legs crossed, holding a salad bowl, smiling with eyes closed on a sunny day with blooming pink and green bushes in the background.
Collage of four images showcasing Sakara skincare and beauty products: top left is a white bag with a handle and the word 'SAKARA', top right is a package of Refresh Illuminating Face Mist with a background of apples and tomatoes, bottom left is a person holding a green cylindrical container with a zipper, and bottom right is a beige bowl with the Sakara logo at the bottom.
Collage of various health and food-related images and text, including a ginger root, a colorful salad, a bowl of raw vegetables, and a list of various healthy foods like avocado, berries, cinnamon, cucumber, grapes, green tea, kale, and nuts.
A collage of four skincare and supplement products from the brand Sakara, including a green liquid supplement bottle, an energy super bar, a metabolism super powder container, and a retinol C daily serum pump.
A collage of cards and a partially visible smiling woman's face with jewelry. The cards display text about a welcome kit, organic and plant-based, and eating rainbow for health.
A long table with a white tablecloth featuring an event with diverse women seated and enjoying a meal, with vibrant floral arrangements, in front of a backdrop with
Billboard advertisement for SAKARA featuring diverse women enjoying a food feast with various fruits and vegetables, in an urban city setting, with a construction site and buildings in the background.
A woman wearing glasses and gold jewelry sitting at a table, smiling and holding a glass of red wine in a party or celebration setting with other women and floral arrangements.
A collection of beauty and wellness supplements and products including gummies and capsules, with bottles labeled Daily Elixir, Cell Reset, Serene State, Night Service, Beauty Biome, and a green packet labeled Metabolism Bite, set against a green gra
A woman in casual clothes is smiling and tasting a supplement capsule while holding a jar of orange juice in front of an open refrigerator filled with fresh vegetables and food containers.
A young woman with curly red hair and freckles holding a Sakara chocolate bar close to her face with her eyes closed, standing in front of a colorful, blurred background.
Woman wearing a zebra print dress, smiling, leaning on a table with a laptop, in a room with art on the wall and flowers on the table.
Young woman with curly red hair smiling and looking away, holding a bottle of Sakara signature green smoothie while sitting on a bed with a wooden wall background.
A large handbag with a chain strap displayed on a table at a Sakara event, decorated with purple flowers.
Table setting at Sakara restaurant with napkins, silverware, wine glasses, a menu, and holiday decorations.
Smartphone displaying an advertisement for a detox water, with a glass of green liquid and a hand holding a small black bottle labeled 'Detox Water.' The phone is placed on a glass bowl, with a pool or outdoor setting in the background.
Cover of 'S Life Magazine' with a smiling person and fresh vegetables in a refrigerator.
A woman with curly red hair, wearing a white t-shirt and jeans, sitting on wooden stairs outside a house. She is smiling and holding a cardboard box labeled "SAKARA," which contains organic, plant-rich, ready-to-eat food.
A woman with curly red hair and light skin sitting at a wooden table, reading a book titled 'The Metabolism Reset'. She is wearing a black and white striped sleeveless dress. On the table are a salad bowl with colorful vegetables, a small white bottl
A young woman with curly red hair and freckles is holding a fork with food close to her mouth, looking at the camera, in a brightly lit indoor setting.
A young woman with curly red hair, wearing a white t-shirt and blue jeans, sitting cross-legged indoors. She is smiling and holding a fork in her right hand and a glass bowl of colorful salad in her left hand. Behind her are large windows with greene
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