brief.
Xoca, an emerging CPG startup, needed a clear brand story and multi-channel marketing strategy to launch its first products, unify messaging across audiences, and build early loyalty. With target audiences ranging from health-focused consumers to active lifestyle communities, the goal was to position Xoca as a mission-driven, lifestyle-aligned brand while driving engagement, awareness, and revenue.
strategy + execution.
As Xoca’s Brand + Content Strategy Manager, I directed an integrated marketing ecosystem combining education, creator partnerships, community engagement, and omni-channel distribution. Key initiatives included:
- Developing a consistent brand story rooted in product benefits and lifestyle relevance, ensuring clarity and cohesion across email, web, social, and in-person activations
- Designing education-led content that translated product claims into value-driven messaging, boosting website traffic by 30% and social engagement by 36%
- Building and managing the brand’s first influencer and UGC program, partnering with 7 creators across fitness, wellness, and lifestyle categories, driving 46% campaign reach growth
- Executing community and event-based activations—including workout classes, retail pop-ups, and collaborations with health-forward organizations—to strengthen loyalty and customer relationships
- Collaborating with strategic partners, including retailers and brands such as Under Armour, to expand visibility and authority within engaged communities
- Managing email, lifecycle, and e-commerce campaigns to optimize engagement, conversion, and revenue across the full customer lifecycle
- Producing photo and video content to support product launches and reinforce Xoca’s value propositions
This integrated approach positioned Xoca as more than a product—it became a lifestyle choice.
results.
Campaign results included a 46% increase in brand awareness through creator and community activations, 36% growth in online engagement driven by education-led storytelling, and strengthened loyalty in key audiences, laying the foundation for scalable digital and physical channel growth.