Mar 2026 — present
Travel skincare system — insight, positioning, brand voice and product development, built independently
Founder & Product Lead
VESSEL
- —Customer insight to product: identified an unresolved problem through frontline relationships at MECCA—customers were repurchasing, decanting or compromising products they already owned because existing travel systems preserved volume but not application method, labelling or routine; translated that pattern into VESSEL's five-format architecture.
- —Evidence before action: diagnosed a structural flaw in the first physical sample by measuring it against the locked specification before writing a correction, tracing the fault to the testing process rather than assuming manufacturer error — then rebuilt the methodology around physical validation.
- —Positioning & competitive narrative: ran a 10-competitor strategic audit that informed the AUD $149 price point, reframed VESSEL's category language and treated competitor scale as validation of the underlying customer behaviour rather than a reason to imitate the product.
- —Research and production: directed market research, competitive analysis, specification documentation and content iteration across 78 documented specification versions, using AI tools to accelerate the work while checking the decisions against source evidence.
- —Brand voice & copy: defined VESSEL's positioning, messaging architecture and editorial standards across every customer touchpoint, ensuring the same strategic narrative remained consistent from research through launch planning; wrote the origin story developed for VESSEL's press and gifting-guide copy.
- —Audience research: tested pre-launch product and content assumptions through direct conversations and Instagram polling, then revised messaging in response to recurring objections and language patterns.