Salonpas

From Underdog to Category Leader
I helped build an integrated campaign across TV, digital, print, and e-commerce that transformed Salonpas into a category leader. Collaborating with marketing, sales, and cross-functional teams, I used market research and consumer insights to create authentic campaigns that resonated with diverse audiences, including the US Hispanic and Canadian markets, and built lasting brand loyalty. A test and learn approach ensured continuous optimization and growth.