Role: Senior Manager of Copy & Growth Strategy

The Strategy

Led go-to-market positioning for ARMRA’s flagship product launch, Colostrum Soda. Collaborated on the core tagline—“I’m On It”—a dual-layered narrative framing daily wellness commitment alongside colostrum’s systemic health benefits. Partnered cross-functionally across Brand, Performance Marketing, and Compliance to drive launch momentum while tracking real-time KPIs, acquisition metrics, and subscriber retention.

Key Deliverables & Impact

• Executive Buy-In: Developed campaign naming, headline frameworks, and narrative angles, pitching directly to the CEO and CMO to secure launch approval.

• Full-Funnel Execution: Authored end-to-end launch creative across CTV scripts, performance ads, dedicated landing pages, and email lifecycle flows.

• Performance Storytelling: Audited weekly creative performance + metrics