From product tomarket in90 days.

Many launches begin with a brand, an audience, or an established marketing operation. Exoceuticals began with the products and packaging. Everything required to turn them into a functioning consumer business still had to be built.

I joined as Fractional CMO three months before launch. Working alongside launch partner Sam Baum and CEO Matthew Henninger, we developed the positioning, go-to-market strategy, launch sequence, ecommerce experience, content, team, agencies, and marketing infrastructure simultaneously.

The first strategic challenge was translating complex skincare science into a premium proposition consumers could understand and trust. The second was defining a credible role for Dr. Nicole Martin: not simply as a recognizable face attached to the products, but as a medical professional and brand partner with a relevant personal point of view.

I developed Nicole’s launch narrative around her decision to move away from cosmetic fillers and focus on supporting the health and appearance of her skin. That story created an authentic editorial entry point for the partnership and connected her experience with the brand’s broader positioning.

The go-to-market plan coordinated the website launch, Instagram relaunch, Nicole’s social channels, earned media, paid acquisition, CRM, and content. We hired the initial marketing manager, PR partner, and paid-social agency; implemented Klaviyo and analytics; and established the systems required to acquire, convert, and retain an audience from zero.

The Shopify website required a complete overhaul. I art-directed the custom experience, wrote the brand and product copy, edited the launch photography, and helped direct campaign content. When the runway demanded it, the role moved fluidly between executive strategy, team leadership, creative direction, and hands-on delivery.

We did not inherit a launch engine. We built one while launching.