SHARK|NINJA
Make it make sense, before it exists.
SharkNinja launches dozens of products globally each year. I built and led their first Creative Strategy function.
I defined product positioning upstream, and creative platforms downstream across 35+ global markets, making sure new products solved a clear, human problem before they were built, helping teams focus, simplify, and prioritize what mattered.
Turning complex innovation into stories people respond to on shelf, PDPs, TikToks, and everywhere in between.
Global Positioning Case Study
Luxe Cafe
The Challenge
Luxe Cafe, a breakthrough espresso machine, had been positioned around only it’s impressive functional capabilities. It needed a rethink to connect more deeply with audiences and a truly global creative platform that could work across SharkNinja’s 35+ markets.
Insight
Espresso is treated like a skill by every brand in the category.
This elitism keeps most people from buying an espresso machine.
Repositioning Platform
No Skills Needed
Celebrate rejecting the idea that you need to “master” anything to do espresso well.
A category-expanding invitation letting those who don’t want to be baristas know they can still beat the baristas.
The Result? A Global Success
Luxe Cafe has become a primary growth engine for SharkNinja, helping bring new consumers into the espresso category who previously felt shut out of it.
Partnership Case Study
F1 The Movie X SharkNinja
The Opportunity
A partnership with F1 the movie had the potential to just be a logo placement. Or it could be a way to make our products feel like they belonged in a completely different league.
My Brief
Instead of treating it as a partnership campaign, I directed the creative team to think of the film as a world our co-branded products really lived inside of.
To extend the cinematic universe by thinking of our products as the F1 team’s off-track gear.
The System
We built a narrative system for how products looked, sounded, and showed up across retail and digital.
Our platform, “Performance Never Rests” guided execution across product storytelling, content, and retail for all global markets.
The Result
Thousands of co-branded products sold out.
Adopted globally.
Turned our products into culture, not just utility.
So much more…
A small sample of my other work at SharkNinja
Category Positioning
Defined the personality and perspective of several category-level sub-brands including:
Ninja Outdoor
Ninja Drinkware
Ninja Kitchen
Example
Ninja Outdoor’s POV is Upgrade Outside
Upgrading not just the product experience but the entire experience you’re having outside.
Ninja FrostVault
Wrote the creative strategy that gave the cooler a point of view, not just a set of features. Led to a successful launch of the creative platform “Food & Drink’s Favorite Cooler”.
Defined a voice system that could scale
Wrote voice / tone guidelines for our .com, and shaped conversational behavior for the CX team’s AI chatbot, which was rolled out across global markets.
Shark Silki Pro
Reframed a “straightener” into something else.
A silker, built for Type 3/4 hair.
Helped shift the category toward an audience that’s too often left out of beauty standards.
Product Naming
Named products people remember and ask for, in all three of the business segments:
Shark Beauty, Ninja & Shark Home
I worked across every segment and category of the business, from ice cream makers to wellness tech, to beauty, to home cleaning. Much of the work is still confidential because it has not launched, but contact me if you would like to hear about additional experiences.