The Challenge
Native was a DTC success story, but retail growth required a new kind of scale.
The barriers:
Consumers doubted natural deodorant efficacy
$14 price point created friction
3 out of 4 consumers stick with the same deodorant brand for 5+ years
To move from niche darling to mass retail powerhouse, Native needed to overcome category apathy, drive in-store purchase, and prove performance, all without losing brand soul.
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