Weleda

When I joined the world’s original natural and organic wellness brand, Weleda—as its PR & Esthetics Manager and the youngest member of leadership, at the age of 21—we joked that the brand was an 80-year-old startup. While the brand had earned household, cult-like status in its home of Switzerland, alongside other established markets like Germany and France, it had remained a niche, misunderstood brand in North America. Yet its potential was limitless. Over a journey of seven years, I led all PR—including celebrity and influencer partnerships, built a new spa sales division, launched and led a flagship store and spa, created a loyalty-driving lifestyle magazine called “we,” launched the brand’s first integrated marketing campaign “Cultivating beauty,” developed the brand’s first sales training program, and led brand marketing communications across consumer and retailer touchpoints.

The results

• Grew the brand by 100% YOY for three consecutive years.

• Created and served as the editor-in-chief of “we” Weleda lifestyle magazine—generating an ROI of 532%.

• Transformed an unknown product called “Skin cream” into a global sensation known as “Skin Food”—with one tube being sold every five seconds.