Cutting Costs, Consolidating Strategy, and Scaling DTC for a High-Growth CPG Brand
4th & Heart is a wellness-focused CPG brand known for pioneering ghee-based pantry staples — from grass-fed clarified butter to spreads, oils, and snacking innovations. Positioned at the intersection of ancient nutrition and modern wellness, the brand gained a cult following for its premium, better-for-you product line.
I joined 4th & Heart in February 2020 as the brand’s first in-house Digital Media & Content Marketing Manager, just weeks before the onset of the COVID-19 pandemic. After one day in the office, I transitioned to a fully remote role, navigating the shift in consumer behavior as retail slowed and digital accelerated.
At the time, the brand was moving away from a founder-led model and working with multiple disconnected agencies. I was hired to lead the pivot toward centralized, performance-driven marketing, serving as the most senior in-house marketing leader and reporting directly to the CEO. This role also introduced me to 4th & Heart’s then fractional VP of Marketing, Helene Lee, who would go on to be a trusted mentor beyond 4th & Heart — laying the foundation for future creative and marketing partnerships.
As the pandemic reshaped the CPG landscape, I helped 4th & Heart navigate an Amazon boom and a surge in DTC demand, while also driving retail expansion into Sprouts, Costco, Erewhon, and natural/specialty channels. My work established digital as a core revenue engine for the brand.