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Our Work

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Launch Strategy

I crafted a detailed timeline highlighting key milestones in our journey to achieving $20 million in revenue. Achieving such rapid scale without venture capital investment demanded total dedication. Remarkably, only 2% of companies reach the $10 million mark, underscoring the intensity and focus required for such a feat.

Zero to $20 Million in 1.5 years
Storytelling Visuals

Funnel Marketing 

I employ diverse strategies to capture people's attention and raise awareness for products or services. While it's possible to either overcomplicate the sales funnel or not delve deeply enough into the underlying psychology of decision-making, the essence lies in recognizing and fulfilling a need. It's crucial for marketers to identify the target audience—whether they're aware of their need or not—and compellingly convey the brand's story or value proposition to drive conversions.

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Campaign Design

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The art of brand messaging

Crafting the perfect narrative at the optimal moment is key to engaging customers. It involves a deep understanding of your audience's challenges, enabling you to tailor your messaging and content to resonate with their life's journey. For example, with the Purewave brand our target audience experiences pain and discomfort, we demonstrate how our product can alleviate their pain and enhance their pleasure, ensuring our solutions are both timely and relevant.

Influencer Content

Influencer / Micro-influencer 

Collaborating with influencers offers a powerful channel to expand your audience and infuse new energy into your brand's image. My strategy favored engaging with micro-influencers who were already fans of our products, leveraging their genuine enthusiasm for more authentic promotions. Navigating this space required finesse, and I utilized tools like Klaviyo and Upfluence not just to identify potential influencer partners within our existing customer base but to ensure their alignment with our brand values, ensuring authenticity and effectiveness in our campaigns.

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Behind the Scenes

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Content, content, content.

In real estate, location is king. Similarly, for brands, content reigns supreme. However, with content, the devil is in the details. Allow me to share some behind-the-scenes shots that showcase the breadth of my management role, emphasizing the meticulous attention to detail required to create impactful brand content.

Product R&D 

The timing, complexities and costs are often underestimated. 

My expertise spans the full spectrum of product research and development, from initial ideation and market validation to implementation. This journey is complex, requiring a deep understanding of the investment and dedication needed to bring a product to market successfully. I've played a pivotal role in decision-making, collaborating closely with a multidisciplinary team that includes industrial designers, project managers, mechanical engineers, CMF consultants, packaging designers, and in-house staff, alongside key external partners like 3D print shops, OEM/ODM factories, regulatory consultants, IP attorneys, and compliance specialists with the FDA and UL. This collaborative approach has been crucial in navigating the intricacies of product innovation and market introduction.

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Patents

 

  • Massage applianceMassage appliance

    US USD866790S1 · Issued Nov 12, 2019US USD866790S1 · Issued Nov 12, 2019

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  • Dual Action, Single Motor Massager Dual Action, Single Motor Massager

    US US20190247271A1 · Issued Feb 9, 2019US US20190247271A1 · Issued Feb 9, 2019

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  • Massage Appliance Having Floating Motor and Vibration Plate for Vibration IsolationMassage Appliance Having Floating Motor and Vibration Plate for Vibration Isolation

    US US20200188226A1US US20200188226A1

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  • Versatile and Ergonomic Percussion Massage ApplianceVersatile and Ergonomic Percussion Massage Appliance

    US US20200085675A1US US20200085675A1

Business Plans & Pitch Decks

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My background includes crafting numerous business plans and pitch decks for consumer packaged goods (CPG) and Platform as a Service (PaaS) technology products. I view these documents as vital tools for strategic thinking, essential for carving out a competitive edge and validating financial models. My approach treats these plans and decks as dynamic, "living documents" that evolve alongside the business, ensuring clarity and transparency for investors.

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Furthermore, I've developed investor pitch decks for Purewave during periods when the CEO contemplated selling the company. Through my efforts, I established connections with potential buyers and investors, securing offers. However, the decision was ultimately made by the CEO to maintain ownership and control over the company.

BUSINESS TO BUSINESS

I initiated Purewave's B2B program in early 2016, expanding it through a blend of cold calling, Facebook lead generation, magazine advertising, and participation in industry events like the Parker Seminar in Las Vegas.

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Chiropractors and other health professionals quickly became key proponents of our products, significantly aiding in educating the public about their benefits.

 

Often, these practitioners integrated Purewave into their treatment routines, allowing the product's effectiveness to speak for itself during patient sessions.

 

Moreover, I fostered relationships with numerous doctors, particularly seeking out those comfortable on camera. The content created with these brand-enthusiastic doctors became invaluable for our advertising efforts, consistently delivering exceptional performance.

DIRECT TO CONSUMER

Our rapid success often forced me to get out of my comfort zone and learn a new skill, make a difficult phone call, have a difficult conversation and have faith in myself and our team.

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I like to remain flexible in thinking and constantly test new ways to drive qualified traffic. The best way to get sales is to offer true value to people and encourage word-of-mouth marketing. I hate wasting money on Ads when you don't have to. However, if your company needs to hit sales milestones, then you need creative thinkers who understand data, have a comprehensive tool chest for generating demand and are willing to innovate within the realm of marketing and sales.

AMG, AMAZON ADS, AMAZON STORES, ASIN MANAGEMENT & BEYOND

While we did see an amazing amount of growth in sales by becoming part of the Amazon marketplace, there are many hidden pitfalls that one would never understand until you experience the journey of scaling on Amazon.

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Amazon is a jungle for sellers. In 2016 we rose to the #1 rank in the massager category. Purewave had close to 20,000 reviews with a 5 star status. It was really amazing. The downside is we became a target for every copycat, counterfeiter and competitor in the world. We even had to start over due to fraudulent attacks that led to a lawsuit by us. The journey is the most complex chess game I have ever experienced. The counterfeiting issues led us to work with Amazon to be part of their pilot "Transparency" program. Transparency was their way of using inventory serialization to reduce counterfeits entering FBA and to eliminate ASIN hijacking.

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Advertorials

Most of our advertorial plays were focused on B2B revenue with Chiropractors becoming profitable by bringing in New Recurring Revenue.

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Consumer Insights

We used a variety of tools to gain customer insights. Google analytics, surveys, CRM, internal reviews, Amazon reviews as well as monitoring competitors for potential market opportunities.

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UI / UX Design

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Directing web development requires zooming out and looking at a business from a global perspective. With the majority of traffic coming from mobile devices, it's important nowadays to take a mobile-first approach and consider designing for the user's "thumb-click" experience.

 

Also with more and more lawsuits regarding ADA compliance, this aspect of design and legal requirements cannot be ignored by business owners.

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