involvement: Independent consultant

• Paid Social Creative Strategy

• Brand Messaging

• Product Launch Strategy

• Affiliate Program Analysis & Action Plan

• BFCM Promotional Strategy

• Advisory: E-Commerce Optimizations, Marketing Ops & Resource Planning

THE SITUATION:

As a newly launched brand in the maternal health space, Tiana Kelly spent 18 months building strong momentum in the postpartum category. 

To accelerate growth Tiana needed extra support in scaling Meta ads. With nearly a year of personal experience using the hero SKU, I brought firsthand insight to understanding the customer targets to guide strategy and audience mindset.

APPROACH & RESULTS

With a strong foundation in place, I audited and evaluated Everydae’s paid media performance, looking closely at overall channel and creative performance. From there, I paired data with a personal understanding of the customer to support an ongoing monthly paid creative strategy, including defining hooks, content direction, copy and audio testing and diversifying into new platforms, including Pinterest and Google, while always optimizing media spend. Within this timeframe, Everydae Health reached 7-figure sales at a 130% growth rate in less than a year. 

FURTHER CONTRIBUTIONS:

• Developed Black Friday, Cyber Monday and Holiday strategic and tactical plans

• Developed launch strategy and key messaging hierarchy for a new product launch for new category and sub-target consumer

• Delivered a high-level evaluation of current affiliation programming performance and strategic recommendations to optimize and grow performance revenue channel

• Led 2025 Strategic Planning sessions to deliver a turn-key, adaptable and easy-to-execute strategic roadmap