Consumer Product Launch & Go-to-Market
Role: Worked cross-functionally with company leadership, engineering, and manufacturing to develop and launch new consumer products. Led packaging development from initial concept through prototyping and production, coordinated product photography and videography, and created marketing materials across digital, retail, and trade show channels.
Deliverables:
Product launch planning and concept development
Retail packaging design and production
Packaging prototyping with overseas manufacturing vendors
Product photography and video production
Product photography for promotional use
Email marketing campaigns
Influencer content and media assets
Retail display proposals for distributors
Retail displays and trade show environmental graphics
Centralized brand asset library management
From product concept to packaging, marketing, and retail.
At Nite Ize, I worked with company leadership, engineering, and manufacturing to bring new consumer products to market. My work spanned packaging development and prototyping, product photography and videography, email marketing, influencer content, retail displays, and trade show experiences.
I translated product concepts into cohesive brand experiences, carrying the work from initial launch discussions through packaging production and marketing execution across digital, retail, and in-person channels.
Packaging Development
--->
Working directly with engineering and manufacturing, I developed retail packaging that communicated each product's features and benefits while supporting production requirements. The process included translating the initial product concept into packaging layouts, refining designs, and working with overseas vendors to produce and review prototypes.
Product Photography & Art Direction
--->
I directed product photography and video shoots to bring each product’s story to life and build a cohesive library of launch assets. Working with photographers and videographers, I shaped the visual direction and developed content for product pages, email campaigns, social media, influencer marketing, and other promotional channels. I also photographed finished products to expand the library of brand-owned imagery available for ongoing marketing.
Product Launch Campaigns
--->
Supported product launches through email marketing that paired product photography with feature-led messaging. Helped communicate product benefits, demonstrate functionality, and connect new product introductions with Nite Ize customers.
Retail & Trade Show Displays
--->
Developed retail merchandising and trade show materials to bring Nite Ize products to life in-store and at industry events. Focused on brand consistency, product visibility, and clear visual communication across point-of-purchase displays and trade show environments.
From Product to Customer
Each launch required translating product features into a consistent visual story across packaging, photography, digital marketing, and physical retail. My role connected these touchpoints, helping ensure that the product presentation remained clear, recognizable, and aligned with the Nite Ize brand from the shelf to the screen.