Liquid I.V.

I joined Liquid I.V. as its 12th employee, when the brand was still more hydration hack than household name. My job was to help build the voice—and the world around it—as we grew.

The strategy: take Liquid I.V. beyond functional hydration and give it a place in outdoor, wellness, travel, music and culture. I led brand voice, messaging strategy, product positioning and campaign concepting, then carried that thinking across packaging, web, email, social, paid, retail, video, and editorial. I wrote or reviewed every single word of copy, including 50+ articles under my own byline (science interviews, impact program education, brand storytelling and press release). I helped grow the brand’s YouTube channel 595% in 2020.

As the company scaled, so did my role. I provided creative direction and led a team of 3 in-house creatives and 10 freelancers, helping shape the brand from scrappy startup through its monumental acquisition by Unilever.