The Challenge
As a new protein shake entering one of the most saturated categories in CPG, Nurri faced a brutal reality: this is a shelf full of giants with massive budgets, entrenched loyalty, and near-constant promotion.
Nurri couldn’t afford a slow, traditional brand-building runway. The business needed to prove three things immediately:
That the brand could stand out in a sea of functional sameness
That creative could break through in paid media, not just look good in a deck
That marketing investment would translate into measurable household penetration and retail movement
The Results
Early results indicate meaningful brand lift and accelerating retail impact, despite category decline.
Established performance benchmarks in local test markets before national expansion
Built a measurable path to household penetration growth through phased investment
Created a scalable paid social and digital video ecosystem designed for sustained brand growth
While non-test markets declined sharply post-launch, test markets outperformed
My Role
I secured the media business and built the growth architecture that took Nurri from a new entrant to a nationally scalable brand.
Structured and executed a phased market-entry strategy to validate ROI before expansion
Owned cross-channel investment strategy and performance
Integrated creative, media, and analytics into a single performance engine