AARMY | Head of Brand and Content Strategy, 2022 - 2024
AARMY | Head of Brand and Content Strategy, 2022 - 2024
2022 - 2024
AARMY | Head of Brand and Content Strategy
Repositioning an elite fitness brand for global demand
Repositioning an elite fitness brand for global demand
Recruited to own a full rework of AARMY's brand and content strategy and build its first content operating system, repositioning an elite boutique fitness brand for global cultural relevance and demand one year into a hyper competitive post-pandemic recovery.
+48%
Sales conversion lift across in-house and co-branded product lines
+60%
Product revenue YoY through integrated omnichannel campaign sprints
70K → 2.7M+
Organic new followers combined across co-founder's IG & Tik Tok, in under 12 months
Instagram, 70K → 1.5M
TikTok , 0 → 1.2M
50+
Inbound partnerships including their first global tour, Michelob ULTRA activation in Mexico City, and the Summer Olympic social campaign
Overview
A lean, self-managed function: governance, brand strategy, content strategy, and operational frameworks built from scratch across creative and art direction, omnichannel content, campaign production, partnership development, experiential, and founder-led content, while supporting agile, reactive execution across the co-founder's personal channel, co-branded initiatives, and the brand's always-on channels.
Overview
A lean, self-managed function: governance, brand strategy, content strategy, and operational frameworks built from scratch across creative and art direction, omnichannel content, campaign production, partnership development, experiential, and founder-led content, while supporting agile, reactive execution across the co-founder's personal channel, co-branded initiatives, and the brand's always-on channels.
Challenge
Designed the strategic foundation, creative operating model, and cross-functional systems needed to transform content into a scalable driver of long-term brand growth, commercial performance, and brand equity.
Reignited growth following pandemic-era studio closures while expanding beyond a niche audience without compromising the brand's premium positioning and equity.
Strengthened product positioning, customer acquisition, and conversion across the full digital customer journey with no established infrastructure to build from.
Replaced fragmented execution with a scalable content and creative operating model capable of supporting sustained growth under lean resourcing and constrained production budgets.
Challenge
Designed the strategic foundation, creative operating model, and cross-functional systems needed to transform content into a scalable driver of long-term brand growth, commercial performance, and brand equity.
Reignited growth following pandemic-era studio closures while expanding beyond a niche audience without compromising the brand's premium positioning and equity.
Strengthened product positioning, customer acquisition, and conversion across the full digital customer journey with no established infrastructure to build from.
Replaced fragmented execution with a scalable content and creative operating model capable of supporting sustained growth under lean resourcing and constrained production budgets.
Strategy
Repositioned social from a publishing channel to the center of AARMY's brand and growth ecosystem, treating it as the primary driver of acquisition, community, and commercial performance.
Preserved AARMY's premium performance reputation while making the brand more emotionally accessible, culturally relevant, and relatable to significantly broader audiences.
Built a content operating system from scratch, replacing inconsistent production with repeatable workflows, creative frameworks, governance, and channel-specific content standards that increased quality while improving execution speed.
Transformed the founder's personal channels into a strategic acquisition engine through platform-native storytelling that balanced authority, humanity, motivation, and entertainment.
Led integrated marketing and creative strategy across organic content, partnerships, studio experiences, product launches, email, and landing pages, unifying them under a consistent creative standard and narrative to drive acquisition, engagement, conversion, and retention.
Prioritized repeatable creative systems over campaign dependency, enabling higher-quality output, faster response to cultural moments, and sustained momentum under lean operating conditions.
Strategy
Repositioned social from a publishing channel to the center of AARMY's brand and growth ecosystem, treating it as the primary driver of acquisition, community, and commercial performance.
Preserved AARMY's premium performance reputation while making the brand more emotionally accessible, culturally relevant, and relatable to significantly broader audiences.
Built a content operating system from scratch, replacing inconsistent production with repeatable workflows, creative frameworks, governance, and channel-specific content standards that increased quality while improving execution speed.
Transformed the founder's personal channels into a strategic acquisition engine through platform-native storytelling that balanced authority, humanity, motivation, and entertainment.
Led integrated marketing and creative strategy across organic content, partnerships, studio experiences, product launches, email, and landing pages, unifying them under a consistent creative standard and narrative to drive acquisition, engagement, conversion, and retention.
Prioritized repeatable creative systems over campaign dependency, enabling higher-quality output, faster response to cultural moments, and sustained momentum under lean operating conditions.
Execution
Built AARMY's first integrated brand and creative operating system spanning strategy, governance, production, editorial planning, and creative standards across every touchpoint.
Developed a founder-led growth model that transformed executive visibility into one of the company's largest organic acquisition channels.
Repositioned messaging, creative and art direction, and storytelling frameworks, to broaden audience appeal while strengthening premium brand perception.
Led creative asset production across campaigns, partnerships, launches, and experiential activations, directing internal teams, contractors, and creative partners from concept through delivery.
Directed promotional content for AARMY's On Demand training subscription (mobile and desktop), producing sizzles, teasers, and launch content optimized for vertical formats to drive subscription awareness and conversion.
Built scalable content frameworks, creator systems, and production workflows that increased output while reducing operational friction.
Operationalized a cross-channel content system covering roadmapped series and challenge launches alongside quick-turn reactive requests, closing the gap between creative output and commercial moments.
Execution
Built AARMY's first integrated brand and creative operating system spanning strategy, governance, production, editorial planning, and creative standards across every touchpoint.
Developed a founder-led growth model that transformed executive visibility into one of the company's largest organic acquisition channels.
Repositioned messaging, creative and art direction, and storytelling frameworks, to broaden audience appeal while strengthening premium brand perception.
Led creative asset production across campaigns, partnerships, launches, and experiential activations, directing internal teams, contractors, and creative partners from concept through delivery.
Directed promotional content for AARMY's On Demand training subscription (mobile and desktop), producing sizzles, teasers, and launch content optimized for vertical formats to drive subscription awareness and conversion.
Built scalable content frameworks, creator systems, and production workflows that increased output while reducing operational friction.
Operationalized a cross-channel content system covering roadmapped series and challenge launches alongside quick-turn reactive requests, closing the gap between creative output and commercial moments.
Business Impact
2.7M organic followers combined across the co-founder's channels in under 12 months, architecting the enterprise acquisition strategy that grew his Instagram 21x (70K to 1.5M) and launched his TikTok from zero to 1.2M.
Generated 9.9M organic video views, 17M+ impressions, and 1,093% net audience growth, validating a social-first content ecosystem built for sustained organic reach and engagement.
Increased product-line revenue 60% YoY and improved sales conversion 46%, with priority product launches frequently selling out within one hour.
Increased social-attributed lead actions 48%, contributing to 11K free-trial redemptions, 28K app registrations, and 48K link-in-bio actions.
Reduced user drop-off 56%, increased app subscriptions 17%, and improved email CTR 33%, extending performance gains across the customer lifecycle.
Generated 50+ inbound partnership, media, and commercial opportunities, contributing to a multi-city global tour, a 600-person Michelob ULTRA activation, celebrity collaborations, Olympic programming, and national media coverage.
Established AARMY's first scalable brand and content operating system, creating a repeatable foundation for creative production, founder visibility, coach enablement, partnerships, and omnichannel growth.
Business Impact
2.7M organic followers combined across the co-founder's channels in under 12 months, architecting the enterprise acquisition strategy that grew his Instagram 21x (70K to 1.5M) and launched his TikTok from zero to 1.2M.
Generated 9.9M organic video views, 17M+ impressions, and 1,093% net audience growth, validating a social-first content ecosystem built for sustained organic reach and engagement.
Increased product-line revenue 60% YoY and improved sales conversion 46%, with priority product launches frequently selling out within one hour.
Increased social-attributed lead actions 48%, contributing to 11K free-trial redemptions, 28K app registrations, and 48K link-in-bio actions.
Reduced user drop-off 56%, increased app subscriptions 17%, and improved email CTR 33%, extending performance gains across the customer lifecycle.
Generated 50+ inbound partnership, media, and commercial opportunities, contributing to a multi-city global tour, a 600-person Michelob ULTRA activation, celebrity collaborations, Olympic programming, and national media coverage.
Established AARMY's first scalable brand and content operating system, creating a repeatable foundation for creative production, founder visibility, coach enablement, partnerships, and omnichannel growth.
