Results across sectors, stages, and categories.

The brands and stages vary. The work is always the same: clear positioning, tight execution, and marketing that earns its place in the business.

The work, in depth.

Fractional CMO · 2024–Present

The Partnership
I partnered with Founder and CEO Dafina Smith to bring her vision to life: the most trusted extension brand created for stylists, by stylists.

The Challenge
Covet & Mane had a loyal stylist base and a respected product, but its marketing ran campaign to campaign without a connected system. The challenge was to build the marketing department and establish the foundation for a well-oiled machine: develop a three-year marketing roadmap, create a test-and-learn approach, and identify tentpole promotions that could become repeatable drivers of growth.

The Work

  • Brand strategy. Moved spend from celebrity partnerships to stylist advocacy, founder-led storytelling, and promotions rooted in craft rather than urgency.

  • Covet Labs. Led the full concept, go-to-market and launch of a professional-exclusive care line built on The Coveted Complex™. It was positioned as the final piece of a complete system: Hair + Color + Tools + Education + Care.

  • Launch. Education-led rollout, products co-created with the Covet Council, stylist sampling, an eight-concept creative platform, and sales tools for the Inside Sales team and Territory Managers.

  • Marketing engine. Lifecycle segmentation, a move to HubSpot, a new product development playbook, campaign toolkits, and a multi-year integrated calendar.

The Impact
Covet & Mane now runs as a complete professional system, from prep to take-home. It has a launch model it can repeat, and its stylists are now its main storytellers.

Covet & Mane

Brand Architecture & Go-to-Market Strategy

"Building a differentiated beauty brand from concept to launch."

Challenge

Château Glow entered a saturated beauty market without brand architecture, a messaging framework, or a go-to-market strategy. They needed a partner who could build the foundation and the plan simultaneously.

Solution

Fractional CMO engagement from the earliest stage; positioning work to carve out a defensible space in the market; messaging architecture and brand standards to align the team and the creative; phased GTM strategy with channel prioritization and launch sequencing; and foundational marketing infrastructure to support scalable growth.

Results

  • Differentiated brand positioning that separated Château Glow from category incumbents

  • Full messaging architecture and brand standards to guide all communications

  • Phased GTM strategy with clear launch sequencing and channel priorities

  • Foundational marketing infrastructure built for scalable growth

Château Glow