Wellness Resources

Brand education, content strategy, and digital marketing for a legacy supplement brand looking to modernize their digital marketing in a regulated environment.

At Wellness Resources, I worked across brand education, content strategy, and digital marketing to help modernize how a legacy supplement brand communicates in a highly regulated space. My role centered on making complex, science-driven information intelligible and useful without flattening nuance or resorting to wellness cliches. I led initiatives spanning educational content, Amazon optimization, affiliate marketing, and campaign activation, helping the brand improve clarity, consistency, and performance across channels. The work required balancing evidence, tone, and visual alignment while navigating a shifting wellness market increasingly shaped by trust, values, and audience discernment.

 
 
 

KEY ROLES & RESPONSIBILITIES

 

  • Led brand education and content strategy for a legacy supplement company operating in a highly regulated health and nutrition environment.

  • Designed, created, and wrote all social media content.

  • Translated complex nutrition science, clinical concepts, and product formulations into clear, trustworthy messaging for consumer-facing and partner channels,

  • Oversaw content development across web, email, social, affiliate, and Amazon, ensuring consistency in voice, tone, and brand positioning.

  • Modernized brand messaging to better resonate with a more values-aware, education-driven wellness audience without sacrificing scientific rigor.

  • Led optimization of 45+ Amazon product listings using Helium 10, search query performance data, keyword strategy, and A+ content to improve visibility and conversion.

  • Developed and executed Amazon A+ content and product detail page enhancements aligned with brand education and compliance requirements.

  • Relaunched and managed the affiliate marketing program, including creator outreach, onboarding, campaign planning, and performance tracking.

  • Built and executed seasonal and product-focused campaigns across digital channels with an emphasis on education-first storytelling.

  • Collaborated with internal stakeholders and editorial frameworks to improve efficiency, reduce redundancy, and support long-term brand consistency.

  • Led influencer and creator partnerships with a focus on credibility, audience alignment, and values fit rather than vanity metrics.

  • Shaped content systems and editorial frameworks to improve efficiency, reduce redundancy, and support long-term brand consistency.

  • Developed messaging and assets for new product launches, including email campaigns, web content, social copy, and Amazon materials.

  • Managed cross-functional timelines, feedback cycles, and approvals to keep campaigns moving in a fast-paced, resource-constrained environment.

  • Balanced performance marketing needs with brand integrity, ensuring short-term revenue goals did not undermine long-term trust.

  • Audited existing brand and content assets to identify gaps, inconsistencies, and opportunities for improved clarity and cohesion.

  • Applied cultural awareness and audience insight to avoid generic or exclusionary wellness messaging in favor of more grounded, accessible communication.

  • Supported data-informed decision-making by interpreting performance metrics across Amazon, affiliate, and digital campaigns.

  • Served as a senior creative and strategic voice within the marketing function, bringing structure, judgement, and follow-through to complex initiatives.

 
 

Influencer & Affiliate Program

Building the content was one part of the work. The other was building the program that scaled it.

Wellness Resources had no existing influencer infrastructure in place other than an Impact affiliate account that drove revenue from coupon sites, but not brand recognition. I knew we needed real humans on our side promoting our supplements to compete in a crowded space.

I identified and pitched Creator.co as the influencer management platform, built the program from the ground-up, and owned it from beginning to end. I sourced and vetted potential creators from a free tool based on our targeting preferences. I took that list and created a list of 200 solid accounts. And then one by one I pitched them. With a personalized email, a personalized PDF of content ideas tailored to their niche, and attached one of the four below product decks based on what I thought they would be most interested in. I identified the problem, sourced the tools, built a system to organize outreach and track their responses, developed pitch materials, shipped supplement bottles for product seeding, and reviewed all content for brand and compliance standards.

From a list of 60 pitches, I received yeses from 10 individuals, with a combined total reach of 2.5M across channels. Not bad for a legacy brand with virtually no brand recognition. The creator pool I chose was deliberately diverse, so the yes’s I received reflected that: a French female professional cyclist, a young food blogger with a popular healthy recipe Substack, two female best friends and personal trainers, a coffee-shop owner and alt-americana musician, a small business owner and run-club founder, and a holistic health-minded mom with a homestead.

these were the products i focused on:

  • This deck targeted athletes, personal trainers, and active lifestyle influencers, positioning astaxanthin as a tool for cellular protection, skin health, and recovery tool. Content direction emphasized summer training, UV protection, and performance. The product launch in July was a perfect tie-in to fun in the sun content themes.

  • This deck was pitched to the busy, performance-minded creator who has tried every thing on the market and still demands more. I translated complex nutrition science (Krebs cycle, MTHFR gene mutation, methylation, the importance of folate) for busy creators who are smart, deeply skeptical of gimmicks, and tired of being sold cheap cyanocobalamin junk with a fancy font on the bottle.

  • This deck was built for the aesthetic-driven, parasympathetic nervous system crowd: women interested in cortisol regulation, magnesium deficiency, and sleep optimization. Content direction leaned into nighttime routines, Pilates, yoga, meditation, and the “rest and digest” lifestyle.

  • This deck spoke directly to parents navigating the gummy vitamin conversation. I emphasized product purity, bioavailability, and a family-owned brand philosophy to resonate with values-driven wellness influencers who feel deeply responsible for their children’s health.