Twelve years of brand and content strategy for supplement, biotech, and longevity companies. This is a sample of the work.

Renue By Science sells NAD+ precursors like NMN and NR, and supporting longevity formulas including resveratrol, fisetin, spermidine, and calcium AKG, among others, to buyers who read the primary literature before they buy. I led brand strategy, content direction, and go-to-market execution across the full supplement catalog and a skincare sub-brand, directed a rebrand that touched every customer-facing channel, and overhauled their TikTok Shop from strategic planning through live commerce execution.

The technical challenge here: translating liposomal pharmacokinetics, salvage pathway mechanics, CD38 enzyme inhibition, and the necessity for long-term consistent use to experience benefits into product pages that convert and email flows that retain, without crossing structure/function claim boundaries. Every page, every email flow, every TikTok listing passed compliance review before publication. The result across the full engagement was zero FDA warning letters and zero FTC flags, 35% increased revenue on channels I was involved with, and a content system that can continue to drive growth.

ProHealth earned its reputation in the longevity space long before NAD+ reached mainstream awareness. Their customer base is science-literate, loyal, and accustomed to depth. But newer DTC competitors were winning on presentation, with sharper copy, faster content cycles, and platform-native strategies, while ProHealth's product pages opened with research citations instead of the specific problems their buyers needed solved.

I restructured the category and product pages around buyer intent. The science stayed, but the presentation is designed around the user experience. Each page now leads with the problem, bridges through what the research demonstrates, and positions the product as the mechanism of action. Branded long-form editorial science content was scrubbed of non-compliant claims and maximized SEO to drive organic traffic and convert education into purchase intent. Every claim was rebuilt for FDA/FTC compliance, in a category where most competitors treat regulatory language as an afterthought.

Concordix develops drug-delivery systems that cross from pharmaceutical applications into consumer supplements. Their platform modifies how active compounds are absorbed, and the pharmacokinetic data behind it is real. But a whitepaper that only cites your own studies reads like a sales sheet, not a scientific argument. The audience here is formulators and manufacturers deciding whether to build with this technology. They need to see the data in context.

I wrote B2B whitepapers that placed Concordix's proprietary clinical findings alongside independent research: pharmacokinetic comparisons across delivery formats, bioavailability benchmarks, mechanism-of-action context from the broader absorption literature. Papers that could hold up in front of a formulation team evaluating an ingredient partnership.

The electrolyte category is dominated by brands spending at scale on awareness. Key Electrolytes had a genuine formulation advantage and a fraction of the budget. The path forward was never about matching spend. It was about articulating something the category leaders were leaving unsaid.

I built the brand voice around use-case specificity. Rather than generic hydration messaging, every content angle mapped to a scenario where the formulation had a measurable edge: athletic endurance, fasting support, keto adaptation, altitude acclimatization. Each use case carried its own language, its own buyer profile, and its own product page angle. Precision where the incumbents were broad. I loved working with this brand and developing their content systems because they understood that if you are trying to market to everyone, you are marketing to no one. We made a dramatic impact because we were highly targeted in our main audience demographics.

Life Extension has spent four decades building its reputation on scientific accuracy. Their magazine articles are medically reviewed, densely referenced, and read by physicians alongside consumers. As a regular contributor, I wrote long-form science editorial for both the print magazine and digital platform, covering dental health, hormone optimization, skin and hair biology, and bioactive compounds with deep research profiles. Every piece required synthesizing primary literature into content that respected the reader's intelligence without assuming a science background.

The editorial standards are among the tightest in supplement publishing. Every mechanism cited, every study referenced, every health claim structured to meet internal compliance requirements. The work had to satisfy a physician checking the references and a consumer trying to understand what happens inside their bodies without the technical background. Writing clearly at both levels, without oversimplifying for one or losing the other in jargon, is the core challenge and the reason most science communicators default to one audience or the other.

Nutrigenomics sits at the intersection of genetics and clinical nutrition. Which B vitamins a slow COMT processor needs. Why an MTHFR C677T variant changes how the body handles folate. How VDR polymorphisms alter vitamin D metabolism and what that means for supplementation. The client had 15 years of clinical expertise in this space and a one-on-one coaching practice built on it. Revenue was strong. Growth was capped. Every dollar required another hour in the room.

She needed a partner who understood the science deeply enough to write in her voice. I built the complete consumer course: curriculum architecture, module sequencing, video scripts, lesson content, PDF worksheets, assessments. The work was translational: take what she does across a table from one client and make it land on a screen for hundreds, without losing the precision that made her practice work. Nutrigenomics is not a category where you can round the corners. The specificity is essential to client success.

This company sells practitioner-grade supplements through both a DTC storefront and a practitioner dispensing channel. The consumer knows something is off with her energy but does not have the vocabulary to describe why. The functional medicine doctor ordering the same product wants to know what form of iron is in the capsule, whether it will complicate a SIBO protocol, and how the formulation handles absorption in a compromised gut. Same bottle on the shelf. Two buyers who need entirely different reasons to reach for it.

I built the content system to serve both channels without either audience reading materials that were clearly written for someone else. Separate product page architectures for consumers and practitioners. Practitioner-specific educational resources. A compliance framework for the regulatory layer that comes with practitioner-dispensed supplements. Brand voice guide, dual page templates, segmented email flows. What I delivered was not content. It was the operating system behind the content.

Photobiomodulation research is real and growing. Published data on wavelength-specific effects at 660nm and 850nm show measurable impact on cytochrome c oxidase activity and mitochondrial ATP production. The science is credible. The regulatory environment does not care. A product page that explains what red light does to a cell is one sentence away from positioning the device as medical. And medical devices trigger an FDA classification framework that no consumer wellness brand wants to be inside.

I built the launch strategy, product pages, email sequence, and social framework around a single constraint: educate without claiming. Why wavelength matters. Why irradiance and treatment distance change the outcome. Why this device is engineered differently. Every sentence had to be credible enough for the biohacker cross-referencing NIH databases and clear enough for the buyer who discovered red light therapy three weeks ago. That is not a tone problem. It is a regulatory architecture problem, and the copy is where it either holds or breaks.