In June 2021, I joined Beekeeper's Naturals with no team, no handoff, and a brand refresh someone else had already built. What followed wasn't a string of campaigns. It was building an entire creative function from scratch: packaging, production, ecommerce, retail, and every agency and freelancer relationship in between.
In that time, the brand grew from a handful of SKUs to over 100, expanded into more than 22,000 retail doors, and revenue grew roughly 10x.
2021
Performance marketing testing
Built out a creative testing framework along with a wide range of Meta & Amazon ad creative to find what resonated, laying the groundwork for years of performance work to come.
Launched Elderberry Lozenges
Without any creative budget built in, I shot the entire new product photoshoot in my living room.
Launched B.Biome
Took on a packaging system built before I joined and made it one of the first products pulled into the coming rebrand. Now the 3-in-1 Complete Gut Health.
Kicked off a full packaging rebrand
Began a months-long project to rebuild the brand's entire packaging system.
2022
Launched Lemon Ginger & Peppermint Eucalyptus Lozenges
Expanded the lozenge lineup with two new flavors.
Erewhon collab, Pollinator Smoothie
Partnered with Erewhon on a limited edition smoothie built around the brand.
Launched the Sinus line
Introduced a nasal spray and sinus support capsules.
Steph Shep collab
A limited collaboration with Steph Shep.
2023
Launched Propolis + Vitamin C
Our first Liposomal product, introducing a new delivery format to the line.
Launched Complete Gut Health 2.0
Relaunched the product in a glass jar as part of the new packaging system.
Hive House
Produced our first large-scale influencer event.
Launched Kids Lollipops
Also our first SKU on shelf at Walmart.
2024
Powered By Propolis
A mini brand refresh introducing new fonts and imagery, our first large-scale photoshoot, a brand merch capsule, and our best selling Save The Bees hat was born.
Launched Cherry Lozenges & Watermelon Lollipops
New flavor extension.
Extended the Liposomal line
Brain Health and Stress Support.
2025
Kids Lollipops in Costco Canada
Our first Costco SKU.
Launched Kids Nasal Mist and Kids Fiber Pops
Expanding the kids like further.
Launched Throat Soother
We partnered with Coffee & Chill and held an epic launch party.
First Times Square billboard
A partnership with the Shop App.
2026
BKN x Crayola
Our biggest brand collaboration to date, with side caps, end caps, and pallet displays across Target, Walmart, Whole Foods, Sprouts, and Sam's Club.
Our branded tour bus
Built for a brand experience and sampling tour from Bentonville to Los Angeles.
Love Letter From The Bees
Our first brand film, released for Earth Month.
"This Is Your Nose on Drugs"
Our allergy campaign.
After these campaigns, household penetration grew 2x year over year (2025 to 2026).
And that was the highlights.