WOODEN SPOON HERBS
VP OF  MARKETING
2021 - 2024

Farmers Market Favorite →
Mass Retail Scale


Wooden Spoon Herbs crafts herbalist-formulated dietary supplements that bridge the wisdom of traditional remedies with the demands of modern life. Rooted in nature’s time-tested solutions, our products are made entirely from plants—no fillers, no gimmicks, just pure, Earth-grown ingredients.


CHALLENGE

Wooden Spoon Herbs had established niche traction among herbal enthusiasts and farmers market regulars but struggled to connect with a broader audience necessary for mass retail success. The brand’s outdated identity and premium price point created barriers to appeal to superfans rather than a wider wellness-focused demographic. The challenge was to evolve the brand while staying authentic to its roots, paving the way to achieve high-velocity sell-through in mass retail.

OUTCOME

By leading a transformative brand strategy and selecting acclaimed CPG agency Gander to execute the rebrand, Wooden Spoon Herbs successfully evolved into a mass-market contender.  

ROLE

Responsible for brand direction, talent recruitment and selection, customer research, naming & pricing strategy, core development, content marketing, core development, content marketing, campaigns, go to market, advertising strategy, pr strategy, media relations, revenue growth, team building, and partnerships.  
My contributions, from farmers market to mass retail: 

  • Defined the brand strategy, voice, visual identity, and positioning to appeal to a broader audience while maintaining authenticity
  • Led the selection and collaboration with Gander to execute a full-scale rebrand, ensuring alignment with the brand’s core values and growth goals
  • Conducted customer research to identify key barriers to entry for mass-market adoption, including price point and branding gaps
  • Launched "The Digest," a comprehensive education platform blending informative content with wellness storytelling to deepen customer engagement
  • Developed and executed omnichannel campaigns across social media, email, advertising, SEO, and influencer marketing to drive awareness and sales
  • Designed the go-to-market strategy for successful retail launches in Erewhon, Lassens, and Whole Foods Market nationwide in April 2024
  • Optimized site conversions with targeted advertising and loyalty campaigns, driving e-commerce growth
  • Recruited and built a high-performing team to sustain operational excellence during rapid scaling

RESULTS
  • Achieved the company’s first-ever 7-figure revenue year post-rebrand, driving 120% YoY gross revenue growth and an impressive 180% increase in direct-to-consumer revenue
  • Increased new customer acquisition by 127% and improved site conversions by 59% YoY
  • Successfully entered key mass retail markets, including Whole Foods Market nationwide in 2024
  • PR and brand awarenes strategy secured features in top-tier media outlets Forbes, Entrepreneur, The New York Times, Bon Appétit, Rolling Stone, The Rolling Stones and Hypebae, enhancing credibility 



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