The Company

More Labs is a functional wellness and supplement company dedicated to creating science-backed products to combat modern-day stressors. Its product lineup includes Morning Recovery, Liquid Focus, Dream Well, and Aqua+. The company secured $18.9M in funding to accelerate product development and expand into widespread retail distribution.

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The Challenge

More Labs had real momentum - $18.9M in funding, a growing product line, and expansion from e-commerce into retail. Then regulatory scrutiny hit, forcing changes to its core marketing claims and stripping away the messaging that had been driving growth.

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The company was facing revenue declines while navigating new regulatory constraints around its flagship product. At the same time, gaps in brand positioning were affecting relevance with core consumers, key marketing channels were underperforming, and a stronger strategy was needed to rebuild momentum and support continued expansion.​​

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The Approach

​​I led a comprehensive analysis and research initiative to identify the strategic and executional issues affecting brand relevance and marketing performance. The work informed recommendations to strengthen positioning, reconnect with consumers, improve marketing effectiveness, and support broader retail expansion.

• Evaluated brand positioning, messaging, and consumer relevance

• Assessed website, email, influencer marketing, and other key channels to identify performance gaps

• Identified opportunities to strengthen marketing strategy and execution

• Developed strategic recommendations and an actionable roadmap to support growth and broader retail expansion

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The Results

The strategic recommendations and execution contributed to stronger business performance and helped position the company for its next stage of growth:

• 30%+ sales growth following refined strategies and improved execution

• Stronger positioning to support continued growth

• Additional funding secured by the company from a major CPG investor