building brand loyalty
through product education
brief.
Xoca introduced a category-defining beverage made from the cacao fruit, offering a naturally sourced, better-for-you alternative in a competitive CPG landscape. To support early growth, the brand needed a clear, compelling narrative that could educate consumers, differentiate the product, and drive revenue through digital channels.
strategy + execution.
I directed marketing strategy for Xoca’s first year, focusing on digital growth, audience engagement, and sales conversion. My work included:
- Developing omni-channel brand positioning and educational content that highlighted the product’s origin, farm-to-can process, nutritional benefits, and values around sustainability and transparency, increasing website traffic by 30% and social engagement by 36%
- Building and managing Xoca’s first influencer and UGC program, partnering with 7 creators to expand campaign reach by 46%
- Owning email and lifecycle campaigns that improved engagement, conversions, and revenue across key customer touchpoints
- Producing photo and video content to support product launches and reinforce value propositions
- Managing day-to-day e-commerce campaigns and co-marketing activations with local businesses and CPG partners, driving incremental revenue
This approach ensured a consistent, values-led brand identity across every touchpoint while making an unfamiliar ingredient approachable and desirable.
results.
Education-led, revenue-focused content strengthened Xoca’s market positioning as a transparent, mission-driven CPG brand, generating high-quality traffic, increasing conversions by 30%, and cultivating deeper customer loyalty.