When I joined AG1, the brand was already a powerhouse in mid- to lower-funnel performance marketing, with a strong reputation for its influencer-driven approach. However, this success had inadvertently positioned AG1 as an "influencer-built brand," lacking the broader upper-funnel awareness and brand equity critical for long-term growth. Recognizing the opportunity, I led the development and execution of two integrated "High Season" marketing campaigns—“This Is How AG1 Works” and “Start Here”—that aimed to establish a stronger upper-funnel presence while seamlessly connecting to AG1’s performance marketing strengths.

The “This Is How AG1 Works” campaign demystified the product’s benefits, combining storytelling and education to broaden appeal and foster trust with new audiences. Meanwhile, the “Start Here” summer campaign encouraged customers to take the first step toward a healthier lifestyle with AG1, anchoring the brand as an accessible and essential wellness partner. Both campaigns leveraged dynamic, full-funnel strategies, spanning digital, social, influencer, and e-commerce channels, while being adaptable to the brand's existing mid- and lower-funnel frameworks. This approach not only elevated AG1's upper-funnel brand awareness but also empowered performance marketing to optimize messaging and creative assets, driving a measurable increase in customer acquisition and retention. These campaigns marked a pivotal step in positioning AG1 as not just a product, but a trusted lifestyle brand.