The Challenge: Launched at the height of the pandemic, Cleanli had a clever, differentiated product — a moisturizing, herbal-infused hand sanitizer for wellness-minded consumers — but a team with little experience scaling a brand, in a category that was suddenly flooded with competition. They needed a Brand Director to build the operational backbone, sales strategy, and marketing engine almost overnight.

The Solution: As consulting Brand Director, I owned brand marketing and operations end-to-end: leading consumer and competitive research to clarify business goals and category assortment, standing up sales and distribution strategy across e-commerce and wholesale, and building an in-house, commission-based sales force. With influencer marketing in flux industry-wide, I shifted the mix toward organic social and limited collaborations, leaning on favorable unit economics to gift product widely and build word of mouth.

The Results: +20% MoM revenue growth across DTC and wholesale over a 6-month stretch, 3,000+ email subscribers, and a 300% increase in site traffic, supported by placements in lifestyle and trade press.