Wedderspoon Manuka Honey
Rebuilt Wedderspoon's paid media program into a revenue-positive growth engine anchored in category expansion.
Role: Agency head of strategy
Rebuilt Wedderspoon's paid media program from the ground up, combining creative experimentation with a lightweight statistical testing framework developed alongside the company's data science team.
The approach focused on expanding awareness of Manuka honey as a category rather than competing in a crowded performance bidding war, allowing the program to become revenue-positive for the first time in the brand's history. Over the first two years online sales grew 92% and Amazon conversion rates increased by 30% despite Amazon never being directly managed as a channel.
My work also extended to investor presentations, working with brand management to present the brand story and work to date, and eventually leading to Wedderspoons successful acquisition.