Project Overview
- Brand: Oxygen Botanicals
- Role: Chief Marketing Officer
- Engagement: 9-month strategic and operational engagement
- Stage:Growth & Global Brand Development
- Industry: Professional Skincare / Dermatology
- Market: North America & International
134% Order increase · 37%+ Email open rates · 2.1% → 4.8% Conversion rate · 30+ UGC creators · 9 months Engagement
Context
Oxygen Botanicals had everything a skincare brand needs to win — over 20 years of research and development, a patented oxygen-infused technology, and established professional distribution across North America and internationally.
What it lacked was the digital infrastructure to match. No modern brand narrative, no scalable ecommerce strategy, no lifecycle marketing, and no cohesive presence across digital channels. A brand with genuine scientific credibility was being significantly underrepresented online.
The engagement was brought in to change that — diagnose where the gaps were, define the roadmap, and build the systems required to convert brand strength into commercial growth.
Strategic Diagnosis
Before any execution began, the brand needed a clear picture of where it stood.
The audit covered the full commercial landscape — product portfolio, pricing, ecommerce experience, brand storytelling, customer behaviour, acquisition channels, and distribution. Competitors were mapped and positioning gaps identified.
The findings were consistent: the brand's presentation was outdated relative to its scientific credibility, the patented oxygen technology was being undersold, and the digital infrastructure wasn't built to scale.
The strategic response was to reposition Oxygen Botanicals closer to the medical-grade skincare segment — leaning into clinical efficacy and scientific authority. That decision became the foundation for everything that followed.
Brand Repositioning
With the audit complete, I worked directly with leadership to define the repositioning strategy and marketing roadmap.
The core shift was straightforward but significant — move the brand's communication away from generic skincare language and toward the scientific credibility it had earned over 20 years. The patented oxygen-delivery technology, dermatologist-inspired formulations, and clinically driven results became the central narrative, not a footnote.
Target segments were refined to focus on professional skincare users and premium consumers who actively seek dermatology-backed products — an audience willing to pay for efficacy over aesthetics.
From there, a unified brand narrative was built to align messaging consistently across every channel — website, email, social media, paid advertising, and industry events. Same story, same positioning, everywhere the brand appeared.
Digital Infrastructure & E-commerce
A strong brand repositioning means nothing without the digital infrastructure to support it commercially.
The Shopify ecosystem was rebuilt with conversion in mind — funnel structure, product page architecture, pricing and bundling strategy, analytics setup, and marketing technology integrations. Each element was assessed, improved, and connected into a system capable of supporting sustained growth.
A dedicated CRO audit identified friction points across the customer journey. The changes that followed moved conversion rate from 2.1% to 4.8% — more than doubling the percentage of visitors who became customers without increasing traffic spend.
Brand Identity & Content Production
Repositioning a brand toward clinical credibility requires visuals that actually look the part.
The existing imagery didn't reflect where the brand was heading — so I led a full photoshoot and video production from scratch. Creative direction, casting, production coordination, and brand aesthetic were all defined and managed to ensure the output aligned precisely with the new positioning.
The result was a complete content library — clean, clinical, and consistent — deployed across every channel simultaneously: website, product pages, social media, paid advertising, and email. One shoot, one direction, everything updated at once.
Lifecycle Marketing & CRM
The brand had an existing email subscriber base that wasn't being used. No campaigns, no segmentation, no flows — a dormant revenue channel sitting completely untouched.
I built the full email marketing system from scratch — campaign planning, audience segmentation, promotional structure, and automated flows. The subscriber base that had been ignored became one of the brand's most consistent revenue drivers.
The results were immediate. Initial campaigns achieved open rates exceeding 37% — more than double the industry average of around 16%. Email revenue contribution grew by 28% — generated from an asset the brand already owned but wasn't using.
Social Media & UGC Strategy
Paid content has a ceiling. Creator-led content scales differently — because it carries trust that brand-produced content can't manufacture.
The strategy moved away from brand-only social content toward a UGC-driven approach, building a network of 30+ creators across TikTok, Instagram, and Facebook. Creator sourcing, product gifting, content scripting, and output coordination were all managed to ensure consistent volume and quality across platforms.
The result was a significant increase in organic content — social proof at scale, generated by real people rather than production budgets.
Partnerships & Industry Presence
Building credibility in professional skincare requires more than digital presence — it requires showing up where the industry gathers.
I prepared and supported Oxygen Botanicals' participation in the ESI Toronto exhibition — one of the key professional beauty industry events in North America. Commercial materials were developed, customer engagement structured, and on-site execution managed from preparation through to close.
Being trusted to represent the brand in person at an international industry event reflected the level of strategic partnership the engagement had developed into — beyond remote marketing leadership and into full commercial representation.
Operational Leadership
Marketing strategy without operational authority rarely delivers results. This engagement was structured differently.
Working directly alongside C-level and VP leadership, I held a cross-functional role that extended well beyond marketing execution — contributing to strategic planning, managing the marketing budget, coordinating internal teams and external partners, and implementing KPI frameworks to ensure every initiative was measured and accountable.
The result was a marketing function that operated with the discipline of a data-driven business unit, not a creative department.
Outcomes and Results
Oxygen Botanicals entered the engagement with strong product credibility and untapped digital potential. Nine months later, the brand had a modern identity, a functioning growth infrastructure, and measurable commercial results across every channel touched.
134% increase in orders. Email transformed from dormant to driving 28% more revenue. Conversion rate more than doubled. A creator network of 30+ producing consistent organic content. All built within a single engagement, without rebuilding the brand from scratch — just unlocking what was already there.
134% Month-over-month order increase · 37%+ Email open rates vs ~16% industry average · 28% Email revenue growth · 2.1% → 4.8% Conversion rate improvement · 30+ UGC creators recruited · 9 months Engagement
A 20-year-old brand. Nine months. Built for the next stage of growth.
Ingrida's Key Leadership Areas
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Strategic Market
Conducted a strategic audit of the brand, its competitors, and the broader skincare market. Developed a 50-page research report outlining key positioning gaps and growth opportunities.
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Brand Repositioning
Refined the brand’s positioning to emphasize its patented oxygen-based skincare technology and scientific credibility. Simplified messaging and aligned storytelling across website, marketing materials, and digital channels.
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E-commerce & Digital Growth
Improved the Shopify ecosystem and customer journey across the website. Focused on conversion optimization, product page structure, bundling strategy, and the broader digital growth infrastructure.
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Visual Identity
Led the creation of a new visual content library through a full-scale photoshoot and video production. Managed creative direction, casting, production teams, and brand aesthetic to modernize the brand’s digital presence.
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Lifecycle Marketing
Built the brand’s first structured email marketing system, including campaigns, segmentation, and promotional planning. Activated an underutilized subscriber base and established email as a consistent sales channel.
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Social Media & UGC
Developed a UGC-driven social content strategy across TikTok, Instagram, and Facebook. Managed creator sourcing, product gifting, and content scripting to increase brand visibility and social proof.
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Partnerships
Supported the brand’s presence at industry exhibitions and professional events. Contributed to booth strategy, customer engagement initiatives, and lead generation activities.
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Cross-Functional Execution
Worked directly with leadership and internal teams to execute the marketing roadmap. Coordinated freelancers, agencies, and internal contributors to deliver brand, marketing, and growth initiatives.
