Brand education, content strategy, and digital marketing for a legacy supplement 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.