WISHGARDEN HERBS
Opportunity
Gen Z and Millennials are driving the unprecedented growth of herbal remedies and supplements, as they seek to own their health and more natural wellness solutions, buying into brands that reflect their values. While In this AI-generated, ultra-processed, big business world of imposter “better for you” natural brands from Nestle, Chlorox, UniLever, Danone, etc. it’s hard to know who to trust.
That’s why there’s WishGarden Herbs the #1 best-selling liquid herbal supplement brand in the U.S. (SPINS) in natural retail. Revolutionizing everyday healthcare with radical herbal remedies, crafted for those real-life moments when you need a swift boost of nature to rebalance and revitalize. Take back your power and own your health with WishGarden Herbs.
Still independent, woman-owned and family run by a real Colorado family and now certified BCorp. For nearly fifty years, WishGarden has keeping it real by providing pure, potent, effective and award-winning liquid herbal supplements in their own Colorado plant that meet the challenges of everyday life— providing balance in a world that often feels out of control. It’s an antidote to the 21st century…wise, authentic, down-to-earth, approachable and real.
Our opportunity was to transform this small beloved cult brand and #1 selling liquid herbal supplement brand in natural wholesale retail (SPINS) to drive broader omnichannel growth with the larger addressable market of Gen Z and Millennial (Zennials) women seeking high-integrity, effective, safe, ethical natural supplement brands
Recruited as the Company’s first CMO after a consulting start, recruited to architect Company’s first go-to-market growth strategy to raise awareness/affinity/conversion of WishGarden with our broader target Zennial audience. Along with building a high-performance Marketing function.
Approach
Architected the company’s first go-to-market, marketing, communication, Innovation growth strategies
Revamped brand architecture, creative via new Brand Book's new strategic guidance
Developed new Innovation strategy, launched award-winning bodycare line, +112% sales
Launched new eComm website optimized improved UX, SEO/AI organic search. +10% sales
Launched new Meet the Moment Campaign to build awareness/affinity/conversion via new paid/owned/earned media. bBlended ROAS of $4.95, reaching +83M new consumers
Launched PR cultural conversation placement: 130 articles, 120M imp., 3 Awards, 10 podcasts
Evolved organic social strategies with +47% Instagram Followers + improved engagement
Launched high-profile partnerships with Danny Seo, Emmy award winning environmental activist, author, lifestyle expert on Drew Barrymore show. Along with Devi Brown, master holistic wellness educator, meditation teacher, award-winning author, corporate board diversity advocate
Improved marketing tech stack to optimize productivity, attribution, and measurement
Successfully led a Marketing Capability reset: trained team, recruited senior talent, built infrastructure/planning processes/data-driven culture while optimizing Agency/Contractor mix
Results
Drove 20% sales growth over last 2 years outpacing Category growth, Launched BCorp
