Portfolio

Go-to-Market Leader, Chvlry

Consumer Tech | 2025

CHVLRY is a consumer technology company launching in 2026 with a range of AI-powered, app-assisted intimacy products for women. I was hired to build the go-to-market strategy, sharpen positioning, and support successful fundraising.

I started by consulting on the founder's vision and business fundamentals, then led deep research into target segments, demographics, psychographics, and wider market dynamics. From there, I identified a clear white space, focused the brand on a niche luxury audience, built a launch-ready marketing roadmap, and set strategic guardrails around pricing, discounting, and use of AI and emerging technologies.

I presented to the board, and they approved the new strategy. The team aligned around several key pivots and fundraising moved forward successfully.

Learn more: https://chvlry.co/

Chief Marketing Officer, Spicey

Challenger Brand, Consumer Goods | 2024-2025

Spicey is a challenger FMCG brand with a better mousetrap for pain relief products. I joined when it was “Emma Valentina,” a small, women-focused brand, and the founder needed support to grow and market consistently.

I started with an audit and discovered multiple untapped growth opportunities: a pain relief retail aisle ripe for disruption, men already using the product, and a highly shareable product format that wasn’t being leveraged.

From there, I led a 14‑month rebrand and relaunch to Spicey, built the go‑to‑market strategy, solidified new positioning, hired and mentored a lean team, overhauled packaging, social and website, and launched a 30‑partner micro‑influencer program. I also implemented AI-first workflows for content creation, customer service and feedback analysis.

The result: 10,000 units sold in 8 weeks post-launch, a sales cycle cut from 12 months to 2, constant UGC, and strong early traction with US retailers.

Learn more: https://getspicey.com/

Fractional CMO, Clairity

Air Purification Brand, Corporate Venture | 2024

Clairity is a new venture, spun out from a US-nationwide franchise business. I connected with the owner years earlier when I supported marketing for PureOne Services. When the PureOne owner invented a new air purification product, he hired me to create the marketing strategy and lead go-to-market.

I started by consulting with the owners to understand the vision, commercial goals, and the mechanics of the product. Then, I created the go-to-market strategy, including plans for launching direct-to-consumer and retail, and developed the framework for positioning, pricing, timeline, commercial goals, marketing initiatives, and sales enablement. Next, I hired and led a brand designer to craft the name, logo, tagline, and visual identity.

The result: I delivered brand design and marketing strategy, which was approved by the owner. Now Clairity, The Clean Air Authority, is in production for its 2026 launch.

Marketing Lead, Manjula

Luxury Beauty | 2022-2025

I joined Manjula as the first hire post-launch, working closely with the founder—an artist and creative director. My job was to turn the strong creative, brand foundation into a growth marketing strategy and operational systems.

I started by learning the luxury beauty and Ayurvedic heritage positioning, then mapped out a year-long marketing plan with clear milestones. I set guardrails for pricing, profit margins, and advised on resource management.

I led a project migrating e-commerce from Wordpress to Shopify, acting as the go-between for creative and tech teams. The new Shopify site fixed checkout bugs and immediately tripled the conversion rate. I also built the tech stack, launched email and SMS marketing, and supporting hiring and content creation workflows.

After delivering several special projects, I continued as strategic advisor to the founder and team.

Learn more: https://manjulaessentials.com/

Startup Consultant, Springrose

Challenger Apparel Brand | 2022-2025

Springrose is a VC-backed adaptive apparel brand with patented products for women living with limited mobility and chronic pain. After leading a different challenger lingerie brand, I joined Springrose as a consultant and startup generalist, advising the founder on sector-specific opportunities and supporting a range of special projects.

I managed conversion rate optimization for the e-commerce business, tackling the key challenge of online bra sales: customer sizing concerns. I built and led a lean, cross-functional team to design a custom bra sizing quiz web app, then launched a full funnel strategy around it, achieving a 20% conversion rate.

Besides driving sales, the project also enriched customer data, and I led a subsequent project to unify Springrose’s data in Klaviyo, Shopify, and CRM. This built the foundation for smarter re-marketing, product roadmapping, and growth initiatives.

Learn more: https://www.springrose.co/

Founder & CEO, Lara Intimates

Vertically-Integrated Lingerie Business | 2016-2021

In 2016–2017, I founded Lara Intimates to disrupt the lingerie industry, which at the time was dominated by uncomfortable, frilly designs, limited sizing, and fast fashion practices that didn’t align with millennial values. The goal was to change the business model from design to delivery.

Our team opened a vertically integrated manufacturing unit and shop in Central London. With design, development, and customers under one roof, Lara Intimates established itself as a serious challenger brand.

In-house production allowed us to control stock waste and achieve carbon neutral certification. We launched new products in just six weeks, while competitors took 12–18 months. We manufactured on demand, enabling us to offer 120 bra sizes compared to competitors offering 35 sizes with only 70–80% sell-through. We met customers for shopping events every week, and their feedback directly informed our product-marketing flywheel.

The brand achieved thousands of online super fans, 20,000 active customers, seven-figure revenue, viral launch days generating over £100K in a single day with 13X ROAS, and coverage in Refinery29, The Sunday Times, The Guardian, Marie Claire, Who What Wear, and The Telegraph.

I'm Cindy — marketing Leader with 12 years experience scaling modern brands.

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