BORN FREE

In 2018, as the Head of Strategy at Born Free’s Agency, developed the new brand strategy as it pivoted away from its well-known bottle business and into an elevated, e-comm baby-gear brand. The new branding and positioning were inspired by the insight that first-time parents are overwhelmed with the juvenile product market and look back and wish they had spent and worried less. By owning the platform of elevated, curated essentials at a great value, Born Free could offer parents the freedom to think about the things that really matter–nurturing their precious new baby. As a result, the brand was successfully picked up by Amazon and numerous other retailers.