Innovation Lead: Next-Gen Non-Alcoholic Beverage Brand 
I was tasked by a publicly held company to create a disruptive consumer brand and brought a game-changing non-alcoholic beverage to life.
It all started with deep market research to uncover trends and opportunities. From there, I crafted bold positioning that made the brand stand out. I shaped the brand’s identity—voice, visuals, and vibe—leaning on inspiration from the streetwear space and my background in fashion.I oversaw the production process end-to-end: sourcing premium materials, securing in a top-tier co-packer, and developing flavor profiles.
To ensure the brand’s success upon launch, I delivered a strategic go-to-market strategy that set the in-house team up for success and paved the way for scalable growth. The result? A standout brand ready to shake up the non-alcoholic beverage game.
Market ResearchAmericans have always been obsessed with fizzy drinks, but the game has changed. Sparkling water sales are booming, sugary sodas are out, and alcohol consumption is trending down. Enter Sunday Seltzer: the perfect blend of refreshment and function. It’s for people who want a drink that’s as chill as it is cool—zero sugar, clean ingredients, and a vibe that feels more streetwear than grocery aisle. It’s not just a drink; it’s a mood.
The sparkling water category has grown by over 210% in the last five years, and sales of hard seltzer alone reached $389 million in just six months. With alcohol consumption falling by 1.5% globally in 2018 and wellness-driven choices on the rise, Sunday Seltzer sits perfectly at the intersection of health, style and culture.
PRODUCT DEVELOPMENTSunday Seltzer brings streetwear-inspired edge into a hemp-based beverage, breaking from the Whole Foods mom archetype of non-alcoholic drinks to craft a bold, design-driven brand for a more discerning crowd.
From sourcing top-tier materials and locking in our co-packer to developing flavors alongside the same lab that develops products for Pepsi and Nestle, I led cross-functional teams to ensure every detail was flawless and the product quality was unmatched.
HEMP NOT HYPE
HEMP NOT HYPE
SKILLS
LEADERSHIP
Cross-Functional Leadership
Team Building
Compliance
BRAND & CREATIVE
Brand Positioning
Brand Development
CPG Product Development
Packaging Direction
MARKETING
Market Research
Go-To Market Strategy
Brand Deck