End-to-End Brand Development, Strategy & Execution
The Largest Product Launch in Walmart History
W didn’t exist until we built it. Acting as the bolt-on VP of Brand and Head of Organic Social, we guided the brand from its earliest fundraising rounds through development, launch, and the first six months in market. This was brand incubation at scale: identity, essence, tone, positioning, and a debut that marked one of the boldest product entries Walmart has ever seen.a
The Biggest Disruptor in Men’s Personal Care
With no paid media, the strategy hinged on cultural stunts that demanded attention. Punch Jake in the Face. Tyson vs. Paul at AT&T Arena. Paul vs. Perry in Tampa. StankWatch. The Giant Shopping Cart. Each moment engineered to travel fast, spark conversation, and position W as the category’s troublemaker.
W Refused to Blend In
The brand challenged stale conventions in men’s care and replaced them with an irreverent voice rooted in culture. A sharp social strategy across TikTok, Instagram, and YouTube kept W at the center of feeds, amplified by creators who gave the brand their own spin and extended its reach.
