Client
Bryte
Year
2020-2023
Engagement
Chief marketing officer
Client
Bryte
Year
2020-2023
Engagement
Chief marketing officer
Client
Bryte
Year
2020-2023
Engagement
Chief marketing officer
The engagement
The engagement
Chief Marketing Officer for this AI-powered Restorative Sleep Technology company with a "Hardware-enabled SaaS" business model, distributing through licensing, hospitality, and direct-to-consumer.
Led all Bryte's marketing during company growth from seed stage, playing a key role in its growth to a ~40-member organization with over $45M raised between Seed and Series B.
Chief Marketing Officer for this AI-powered Restorative Sleep Technology company with a "Hardware-enabled SaaS" business model, distributing through licensing, hospitality, and direct-to-consumer.
Led all Bryte's marketing during company growth from seed stage, playing a key role in its growth to a ~40-member organization with over $45M raised between Seed and Series B.
The engagement
Chief Marketing Officer for this AI-powered Restorative Sleep Technology company with a "Hardware-enabled SaaS" business model, distributing through licensing, hospitality, and direct-to-consumer.
Led all Bryte's marketing during company growth from seed stage, playing a key role in its growth to a ~40-member organization with over $45M raised between Seed and Series B.
The Brief
The Brief
I joined in January 2020 as Bryte prepared to pivot from an unsuccessful DTC model to distribution through luxury hotels. At that time, Bryte had an excellent product, but no intentional positioning, unclear messaging and no traction.
Working directly with the founders I deployed a Category Design approach to positioning, engaged external creatives for brand design, built an internal team and led all marketing efforts through expansion into multiple channels: B2B Licensing, B2B2C hospitality and DTC ECommerce.
I joined in January 2020 as Bryte prepared to pivot from an unsuccessful DTC model to distribution through luxury hotels. At that time, Bryte had an excellent product, but no intentional positioning, unclear messaging and no traction.
Working directly with the founders I deployed a Category Design approach to positioning, engaged external creatives for brand design, built an internal team and led all marketing efforts through expansion into multiple channels: B2B Licensing, B2B2C hospitality and DTC ECommerce.
The Brief
I joined in January 2020 as Bryte prepared to pivot from an unsuccessful DTC model to distribution through luxury hotels. At that time, Bryte had an excellent product, but no intentional positioning, unclear messaging and no traction.
Working directly with the founders I deployed a Category Design approach to positioning, engaged external creatives for brand design, built an internal team and led all marketing efforts through expansion into multiple channels: B2B Licensing, B2B2C hospitality and DTC ECommerce.
CATEGORY DESIGN
CATEGORY DESIGN
Point of view
Point of view
I worked directly with the founders to uncover the first principles reasons behind why they had developed such a sophisticated system of 100, AI-powered smart cushions.
I uncovered the founding motivation to be the desire to reduce mid-cycle wake events, as this waking in the night is what leaves sleepers feeling un-restored by sleep.
Recognizing this to be a very different insight to any other sleep tech company, I saw the opportunity to own "Restorative Sleep" and formulated the POV "We don't sleep to score, we sleep to restore."
I worked directly with the founders to uncover the first principles reasons behind why they had developed such a sophisticated system of 100, AI-powered smart cushions.
I uncovered the founding motivation to be the desire to reduce mid-cycle wake events, as this waking in the night is what leaves sleepers feeling un-restored by sleep.
Recognizing this to be a very different insight to any other sleep tech company, I saw the opportunity to own "Restorative Sleep" and formulated the POV "We don't sleep to score, we sleep to restore."
Point of view
I worked directly with the founders to uncover the first principles reasons behind why they had developed such a sophisticated system of 100, AI-powered smart cushions.
I uncovered the founding motivation to be the desire to reduce mid-cycle wake events, as this waking in the night is what leaves sleepers feeling un-restored by sleep.
Recognizing this to be a very different insight to any other sleep tech company, I saw the opportunity to own "Restorative Sleep" and formulated the POV "We don't sleep to score, we sleep to restore."
positioning
positioning
While other sleep technology companies of the day marketed products, Bryte's vision was to create the platform that would power all other mattress companies in their inevitable evolution to tech enablement.
I identified that there to be 3 pillars of wellness: Nutrition, Exercise and Sleep. And while the first two have certain "religions" (such as Paleo, Keto, Crossfit, HIIT) that inspire tribal followings, there was no equivalent for Sleep.
I discovered that though people desired restorative sleep, few people could explain what it is, and nobody was owning it. I therefore positioned Bryte as the "Restorative Sleep Technology" platform that would power the future of the sleep industry.
While other sleep technology companies of the day marketed products, Bryte's vision was to create the platform that would power all other mattress companies in their inevitable evolution to tech enablement.
I identified that there to be 3 pillars of wellness: Nutrition, Exercise and Sleep. And while the first two have certain "religions" (such as Paleo, Keto, Crossfit, HIIT) that inspire tribal followings, there was no equivalent for Sleep.
I discovered that though people desired restorative sleep, few people could explain what it is, and nobody was owning it. I therefore positioned Bryte as the "Restorative Sleep Technology" platform that would power the future of the sleep industry.
positioning
While other sleep technology companies of the day marketed products, Bryte's vision was to create the platform that would power all other mattress companies in their inevitable evolution to tech enablement.
I identified that there to be 3 pillars of wellness: Nutrition, Exercise and Sleep. And while the first two have certain "religions" (such as Paleo, Keto, Crossfit, HIIT) that inspire tribal followings, there was no equivalent for Sleep.
I discovered that though people desired restorative sleep, few people could explain what it is, and nobody was owning it. I therefore positioned Bryte as the "Restorative Sleep Technology" platform that would power the future of the sleep industry.
Execution
Execution
In order to create demand for Restorative Sleep Technology, I first needed to create demand for Restorative Sleep itself!
I was surprised to find that nobody had ever studied or quantified restorative sleep, so I partnered with the world's most respected sleep scientists from Harvard, Berkeley and more and commissioned the world's first study into restorative sleep.
The resulting study successfully usurped previous research as being the go-to study journalists would reference in any article about sleep.
The positioning and storytelling around restorative sleep was executed through all channels, digital, retail, events and was credited as being critical in securing lucrative partnerships with licensing and hotel partners.
In order to create demand for Restorative Sleep Technology, I first needed to create demand for Restorative Sleep itself!
I was surprised to find that nobody had ever studied or quantified restorative sleep, so I partnered with the world's most respected sleep scientists from Harvard, Berkeley and more and commissioned the world's first study into restorative sleep.
The resulting study successfully usurped previous research as being the go-to study journalists would reference in any article about sleep.
The positioning and storytelling around restorative sleep was executed through all channels, digital, retail, events and was credited as being critical in securing lucrative partnerships with licensing and hotel partners.
Execution
In order to create demand for Restorative Sleep Technology, I first needed to create demand for Restorative Sleep itself!
I was surprised to find that nobody had ever studied or quantified restorative sleep, so I partnered with the world's most respected sleep scientists from Harvard, Berkeley and more and commissioned the world's first study into restorative sleep.
The resulting study successfully usurped previous research as being the go-to study journalists would reference in any article about sleep.
The positioning and storytelling around restorative sleep was executed through all channels, digital, retail, events and was credited as being critical in securing lucrative partnerships with licensing and hotel partners.
Brand
Brand
BRAND STRATEGY
BRAND STRATEGY
When I joined the Bryte brand was undifferentiated and inappropriate for the premium price point. As a new brand targeting luxury hotels, we needed a premium technology brand that would give prestigious hotel brands confidence that we belonged in their guest rooms.
I realized that if we could create a technology brand inspired by the aesthetic trends of luxury hospitality, it would be familiar and comforting to hotels, yet radically different to all other sleep tech brands.
When I joined the Bryte brand was undifferentiated and inappropriate for the premium price point. As a new brand targeting luxury hotels, we needed a premium technology brand that would give prestigious hotel brands confidence that we belonged in their guest rooms.
I realized that if we could create a technology brand inspired by the aesthetic trends of luxury hospitality, it would be familiar and comforting to hotels, yet radically different to all other sleep tech brands.
BRAND STRATEGY
When I joined the Bryte brand was undifferentiated and inappropriate for the premium price point. As a new brand targeting luxury hotels, we needed a premium technology brand that would give prestigious hotel brands confidence that we belonged in their guest rooms.
I realized that if we could create a technology brand inspired by the aesthetic trends of luxury hospitality, it would be familiar and comforting to hotels, yet radically different to all other sleep tech brands.
Execution
Execution
Though budget constrained, I was able to leverage my network, and contract a team of external creatives led by one of my former Audi creative directors. The team that became Supermoon created an aesthetic to merge the worlds of technology and wellness in a beautiful, premium identity and assertive tone of voice.
The resulting brand identity and messaging was credited as pivotal to unlocking partnerships with Tempur-Pedic as well as hotels like Four Seasons, Fairmont, Rosewood and more.
Though budget constrained, I was able to leverage my network, and contract a team of external creatives led by one of my former Audi creative directors. The team that became Supermoon created an aesthetic to merge the worlds of technology and wellness in a beautiful, premium identity and assertive tone of voice.
The resulting brand identity and messaging was credited as pivotal to unlocking partnerships with Tempur-Pedic as well as hotels like Four Seasons, Fairmont, Rosewood and more.
Execution
Though budget constrained, I was able to leverage my network, and contract a team of external creatives led by one of my former Audi creative directors. The team that became Supermoon created an aesthetic to merge the worlds of technology and wellness in a beautiful, premium identity and assertive tone of voice.
The resulting brand identity and messaging was credited as pivotal to unlocking partnerships with Tempur-Pedic as well as hotels like Four Seasons, Fairmont, Rosewood and more.
TRACTION
TRACTION
HOSPITALITY
HOSPITALITY
Three months into our strategic pivot into hospitality, COVID arrived and shuttered every hotel in the world. Despite this monumental challenge, we still managed to establish increasingly prestigious partnerships with luxury hotels and wellness resorts.
I led the application of the brand and positioning into both the B2B hotel sales efforts and the B2B2C guest experience. This ranged from print signage and guest handouts to tablet and mobile experiences, as well as the in-room to online purchase flow to enable guests to buy their bed.
The combined experience was expanded nationally to hotels including Four Seasons, Fairmont, Rosewood, Auberge, Carillon, Little Nell.
Three months into our strategic pivot into hospitality, COVID arrived and shuttered every hotel in the world. Despite this monumental challenge, we still managed to establish increasingly prestigious partnerships with luxury hotels and wellness resorts.
I led the application of the brand and positioning into both the B2B hotel sales efforts and the B2B2C guest experience. This ranged from print signage and guest handouts to tablet and mobile experiences, as well as the in-room to online purchase flow to enable guests to buy their bed.
The combined experience was expanded nationally to hotels including Four Seasons, Fairmont, Rosewood, Auberge, Carillon, Little Nell.
HOSPITALITY
Three months into our strategic pivot into hospitality, COVID arrived and shuttered every hotel in the world. Despite this monumental challenge, we still managed to establish increasingly prestigious partnerships with luxury hotels and wellness resorts.
I led the application of the brand and positioning into both the B2B hotel sales efforts and the B2B2C guest experience. This ranged from print signage and guest handouts to tablet and mobile experiences, as well as the in-room to online purchase flow to enable guests to buy their bed.
The combined experience was expanded nationally to hotels including Four Seasons, Fairmont, Rosewood, Auberge, Carillon, Little Nell.
DIGITAL
DIGITAL
Working with design from Supermoon, I built the entire web and ecommerce experience myself using Webflow, Shopfify, Hubspot, Trustpilot and Zapier. As digital was not a strategic channel, we did not invest in significant paid media, but we did optimize digital channel for purchase conversion from hotel guests.
Working with design from Supermoon, I built the entire web and ecommerce experience myself using Webflow, Shopfify, Hubspot, Trustpilot and Zapier. As digital was not a strategic channel, we did not invest in significant paid media, but we did optimize digital channel for purchase conversion from hotel guests.
DIGITAL
Working with design from Supermoon, I built the entire web and ecommerce experience myself using Webflow, Shopfify, Hubspot, Trustpilot and Zapier. As digital was not a strategic channel, we did not invest in significant paid media, but we did optimize digital channel for purchase conversion from hotel guests.
LICENSING
LICENSING
As our primary strategic channel, I led marketing & branding collaboration with multiple strategic licensing partners globally including Tempur Sealy in USA and AH Beard in Australia. The strength of the Bryte brand and positioning was credited as being pivotal in convincing Tempur-Pedic to co-brand our product collaboration.
As our primary strategic channel, I led marketing & branding collaboration with multiple strategic licensing partners globally including Tempur Sealy in USA and AH Beard in Australia. The strength of the Bryte brand and positioning was credited as being pivotal in convincing Tempur-Pedic to co-brand our product collaboration.
LICENSING
As our primary strategic channel, I led marketing & branding collaboration with multiple strategic licensing partners globally including Tempur Sealy in USA and AH Beard in Australia. The strength of the Bryte brand and positioning was credited as being pivotal in convincing Tempur-Pedic to co-brand our product collaboration.
RETAIL & Events
RETAIL & Events
I led the concept, development and testing of an in-store display for the Bryte Balance Smart Mattress within Mattress Firm stores. I also led the creation of multiple display concepts and positioning and sales scripts for multiple events from trade shows like HD Expo to mobile pop-up concepts.
I led the concept, development and testing of an in-store display for the Bryte Balance Smart Mattress within Mattress Firm stores. I also led the creation of multiple display concepts and positioning and sales scripts for multiple events from trade shows like HD Expo to mobile pop-up concepts.
RETAIL & Events
I led the concept, development and testing of an in-store display for the Bryte Balance Smart Mattress within Mattress Firm stores. I also led the creation of multiple display concepts and positioning and sales scripts for multiple events from trade shows like HD Expo to mobile pop-up concepts.
