The Challenge
Native had cracked DTC. But moving to mass retail is where brands either scale or stall.
This wasn’t just a retail expansion. It was a behavior-change challenge in the most resistant aisle of the store…during a global pandemic.
Foot traffic was unpredictable. Trial was harder. Consumers were retreating to familiar brands. And deodorant, already one of the most habitual, low-interest categories in CPG, became even more autopilot.
To move from DTC darling to mass retail powerhouse, Native needed to disrupt category apathy, drive in-store purchase at scale, and prove performance, all without losing the brand authenticity that fueled its early success.
The Results
The integrated brand and retail push delivered transformational growth:
Scaled from $30M to $1B in 6 years
Native accounted for 40% of Target deodorant sales during campaign period
+31% lift in core brand health metrics
Effie Award for Best Integrated Campaign
My Role
I led the integrated media strategy and cross-functional model that learned, adapted, and compounded growth over time.
Helped translate the brand insight into a full-funnel media architecture
Built five distinct audience journey plans aligned to unique switching triggers
Led planning across Google, paid social, programmatic, audio, influencer, MikMak, and retail-driving partnerships
Managed creative + media integration to ensure asset flexibility across the messy consumer journey