The Flex Company

As this Y Combinator–backed women's reproductive health brand, I led a rebrand and organic growth transformation that repositioned the company as a challenger brand: audacious, unapologetic, and authentic.

We activated an untapped community around a taboo product through emotionally resonant storytelling, genre-defying creative, and a Gen Z–native content engine. Our work inspired viral UGC and influencer content across TikTok, Instagram, and YouTube—driving brand awareness, word-of-mouth, and long-term brand affinity.

As DTC growth leveled, we pivoted to retail-led growth, expanding visibility in national stores like Target, Walgreens, CVS, and Target. In an aisle full of pink, flowery, and discreet products, Flex's brand jumped off the shelf.

Role
VP Marketing & Brand

Years
2020-2021

Location
Venice, CA (Remote)

Credits:

Art Direction: Maggie Dodson
Copywriting: Blythe Green
Website & Content Strategy: Bonnie Bossin
Social: Mina Choe
Product Marketing: Shawna Foulkes
Creative Production: Kate D’Andrea

By tackling a taboo subject with vulnerable stories and bold design, we developed a viral, disruptor brand that stood out on-shelf and online.

- Led full rebrand across packaging, retail sales, Amazon, and DTC/e-commerce site.
- Created a differentiated voice targeting Gen Z values and aesthetics.
- Led quant and qual research studies to test into new look and feel.
- Developed ESG as a brand pillar and built out consumer-facing comms.
- Developed an influencer, creator, and UGC strategy that scaled reach and engagement across TikTok, YouTube, and Instagram—growing social audiences 10x.
- Owned blog, thought leadership, and email cadence—developing a brand storytelling engine that fueled organic traffic and community connection.
- Launched email programs, support touchpoints, and surprise & delight moments for subscription and retail customers.
- Launched 6 new products across Amazon + 25,000+ retail stores (Target, Walgreens, CVS, Walmart, and grocers).
- Created merchandising materials, including end caps and in-aisle displays, to drive retail visibility and conversion.