SHARK|NINJA
Making products make sense. At scale.
SharkNinja launches dozens of products globally each year. I built and led their first Creative Strategy function.
Defined positioning, and creative platforms used across 35+ global markets.
Worked upstream with Product, and downstream with across marketing, retail and content.
Turned 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 revolutionary 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.
My Insight
The espresso category is built around elite craft. Brands maintain the posture that you need expertise to make great drinks. (Which keeps most people from buying an espresso machine). To expand the category, we could reject this elitism without rejecting the high standard of drink our customer expected.
The Repositioning
No Skills Needed
An anti-elitist stance in a category where everyone is elitist. A full rejection of 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.
Results
A Global Success
Work from this approach became the baseline for global teams and was adopted across regions for:
Creative in OOH, paid, and owned social
SharkNinja.com and partner PDPs
Retail
All leading to stronger product excitement at shelf and online.
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 be a logo placement, or 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 of the movie by thinking of it as the APX GP team’s first-ever release of off-track gear available to the public.
The System
We defined a narrative system for how the products looked, how they were described, and how they showed up across retail and digital, so everything felt cohesive.
Our platform “Performance Never Rests” guided execution across:
Product storytelling
Content
Retail
Global markets
The Result
Thousands of co-branded products sold out rapidly.
Work adopted globally as the foundation for the partnership.
Elevated our products beyond utility and into culture.
So much more…
A small sample of my other work at SharkNinja
Category Positioning
Led the foundational positioning of sub-brands:
Ninja Outdoor
Ninja Drinkware
Ninja Kitchen
Driving clarity in the product lines and consumer oriented stories to make them feel like something you’d actually want in your home.
Ninja FrostVault
Responsible for the creative strategy that led to a successful launch of the rapidly expanding cooler line with the creative platform “Food & Drink’s Favorite Cooler”.
Product Naming
Significant contributions (including suggesting final names that went to production) for product naming across:
Shark Beauty
Ninja
Shark Home
Defined a voice system that could scale
Wrote voice and tone guidelines
Shaped conversational behavior for AI chatbot
Rolled out across global markets
Shark Silki Pro
Brought key consumer insights to aid the marketing team’s positioning shift from the device being a traditional “straightener”. Moved the brand towards a “silker” that is fantastic for Type 3/4 hair, an audience whose voice and perspective is too often left out of beauty standards.