The team unified paid, owned, and earned into one precision-tuned ecosystem designed to:

• Rebalance retention vs. acquisition and accelerate top-of-funnel demand

• Build a personality-led brand that could win culturally, not just transactionally

• Power DTC growth while supporting expansion with retail partners and priority markets

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RESULTS

1. Acquisition Reset + SEM Rebuild - Christine's led a full SEM audit and uncovered that BUILT was over-invested in retention given strong repurchase behavior. Her paid specialists redirected budget toward top-of-funnel acquisition and tightened targeting to capture new market share in a crowded category.

2. Category Repositioning - To expand the addressable audience, Christine helped move the brand beyond the “protein bar” lane and into the broader healthy bar space—creating a more disruptive point of entry and clearer differentiation.

3. Brand & Identity Overhaul - The team rebuilt BUILT’s look, feel, and voice across key channels, replacing transactional product messaging with personality-driven, lifestyle storytelling. This reset extended across TikTok, Instagram, Facebook, and beyond—ultimately influencing packaging and the broader creative system.

4. High-Velocity Creative + Testing Engine - Christine implemented a disciplined creative testing methodology that turned content into a performance lever—scaling production into a flexible asset library built to iterate fast and compound learnings.

5. Retail Velocity Support - Working alongside BUILT’s sales team, Christine aligned digital demand generation with retail strategy—identifying key DMAs and matching awareness and engagement efforts to priority markets to support velocity and distribution.

The rebuild delivered a fully managed, full-funnel marketing engine that corrected the retention/acquisition imbalance, strengthened brand relevance, and accelerated measurable business growth.