CJ COFFAROBRAND & GROWTH LEADERSHIP

01 / Lifepro · Brand transformation

From product on a shelf.
To a place in everyday life.

Both · Hands-on + strategic leadership

Audience, positioning and the customer experience.

Earlier direction / 2020The equipment was the story.
Later direction / 2023The customer’s life became the story.

  1. The problem

    The product was doing all the talking.

    An Amazon-led product business needed a distinctive lifestyle brand that could matter beyond individual products.

  2. The decision I led

    Make home wellness feel approachable.

    As head of marketing, I centered the brand on women 40+, while keeping relevant products for men and younger customers.

    • Reframed audience, positioning and voice.
    • Built Brand DNA and positioning frameworks.
    • Connected creative direction to product education and the buying journey.

  3. The work / Led + hands-on

    Carry the promise into the experience.

    I wrote and edited the Sonic landing-page draft, connecting product education, reviews and FAQs to the buying decision.

    Lifepro IRL / 2024Make the promise tangible.
    Lifepro IRL / 2024Discovery, together.

    I directed the broader brand experience across creative, education and live product discovery. Specialists produced channel creative under that direction.

  4. What changed

    A clearer audience.
    A recognizable brand experience.

    The positioning showed up in brighter home-centered creative, practical education and in-person product discovery.

Brand today / Current brand context

Wellness, in everyday life.

Current Lifepro imagery shows the brand’s continued expression in home wellness. These are current company assets, shown as brand context; I do not claim authorship of this later creative.

Waver Plus / App and product experience
Everyday Wellness / Home context