The client:
COCOLAB is the rebranded name behind Cocofloss, a rapidly growing oral wellness brand on a mission to transform oral care from a daily obligation into a daily ritual. By combining clinical innovation with design, flavor, and storytelling, COCOLAB has built one of the most distinctive voices in the category—challenging the notion that effective oral care has to be sterile, boring, or forgettable.
The work:
Creative Director, Copy: A strategic communications and brand leadership role spanning nearly every corner of the business.
As an embedded partner to the executive team, I helped shape and scale the brand's voice across consumer, professional, retail, and internal audiences. My work spanned product launches, brand positioning, campaign development, retention marketing, messaging architecture, packaging, retail expansion, content strategy, compliance review, customer experience, and organizational communications.
Beyond writing, I became a key strategic partner in helping the company navigate a period of rapid growth and expansion. I developed messaging frameworks and launch strategies for the brand, itself, playing a key role with the Creative Agency Wedge that we partnered with. I led the messaging and positioning strategy behind major product innovations, including Cocoshine Whitening Toothpaste, Smile Filter Tongue Scraper, various retail launches, limited-edition collaborations, and seasonal campaigns. I led omnichannel storytelling across email, SMS, paid media, social, packaging, PDPs, Amazon, Target, retail merchandising, and video production.
Recognizing that the company needed stronger alignment between teams as it scaled, I also helped establish internal communications systems, cross-functional briefing processes, creative request workflows, content planning frameworks, and company-wide messaging standards—creating greater consistency across marketing, product, creative, customer experience, and leadership teams.
A significant portion of my work involved translating complex oral health science into language consumers could understand and trust. Working closely with founders, dental professionals, regulatory stakeholders, and legal teams, I developed compliant messaging frameworks that balanced scientific rigor with accessibility, helping the brand maintain credibility while standing out in a crowded category.
Over time, my role evolved into a strategic brand architect and creative director—building the systems, narratives, and operational structures that allowed the brand to scale while preserving its unique voice.