Made for all of you.
Youtheory was founded on the idea that supplements created with integrity, authenticity and quality inspire the ultimate sense of wellness. Youtheory means a commitment to a lifestyle that’s nourishing and empowering for everyone—no matter what stage of life.
New Ownership.
New Direction.
I was brought in as Creative Director at Youtheory at a moment that mattered. Fresh off its acquisition by Jamieson Wellness, the brand needed clarity, alignment, and steady leadership. I provided senior-level creative direction to a junior internal team, raised the bar on output, and built confidence during a period of change. I served as the connective tissue between Youtheory and Jamieson’s creative leadership, ensuring brand consistency without slowing momentum. I also guided agency partners and helped stabilize the brand through transition, keeping the work focused while the business evolved.
Harnessing a new data-driven engine for the brand.
In parallel, I directed a new global ecommerce and performance marketing partnership specializing in Amazon marketplace growth and optimization. I guided their work across brand expression, content standards, and conversion-focused creative, ensuring performance never came at the expense of brand integrity. My role was to align their data-driven engine with Youtheory’s voice, visuals, and long-term brand goals, turning scale into coherence and growth into something sustainable.
A supplement to success.
I served as the strategic supplement to that momentum, ensuring strong execution while pushing the brand forward. I helped lead the launch of multiple new products, including a GLP-1 support system, bringing clarity to positioning, naming, and creative across channels. At the same time, I built Youtheory’s first true brand guidelines where none had existed, establishing a clear North Star to guide all future branding, marketing, and product storytelling as the business scaled.