about me
Hi, I'm Shauna — a brand strategist and marketing leader who turns complexity into clarity.
For over a decade, I've helped premium beauty, lifestyle, and fashion brands find their footing — synthesizing disparate inputs across insights, culture, and creative into strategies that are both cohesive and actionable. My instinct is to look at a brand's scattered pieces and see the through-line others miss.
My work spans DTC startups, high-growth consumer brands, and global organizations — in-house and fractional. I've launched eight brands and hundreds of products — from luxury haircare to mobile apps — and partnered with cultural leaders including the American Music Awards, Revolve, Éliou, and DS&Durga.
Recent highlights: leading Crown Affair's highest-performing launch to date (3x revenue targets) and driving a 10x lift in influencer revenue at Wondery.
I work with executives, founders, studios, and agencies during moments of transition or growth — embedding quickly with small teams and partnering closely with leadership to turn scattered ideas into clear direction, aligned teams, and scalable systems.
I'm open to fractional and freelance projects where I can help brands find their clarity — and build from there. shauna@addvinegar.com


my specialties
1. Brand Strategy & Positioning
Finding the emotional truth at a brand's core, and building the frameworks to express it. Positioning, narrative architecture, messaging, tone of voice, audience, and competitive differentiation.
2. Integrated Campaign Development
Turning brand strategy into campaigns that work across the full ecosystem — social, influencer, PR, partnerships, experiential, digital, retail, and OOH. Your big-picture vision executed at every touchpoint.
3. Go-to-Market & Product Launch
From GTM positioning to full 360 launch campaigns. Frameworks for hero launches, LTOs, and evergreen products. Distinct product narratives. Built to drive awareness, excitement, and convert.
4. Social & Influencer Strategy
Culture-forward content strategy, channel-specific creative frameworks, and influencer programming that builds both reach and revenue. Always-on systems that stay fresh.
5. Team & Creative Leadership
Building and leading cross-functional brand marketing teams — design, editorial, social, content, activations, partnerships, and PR. Process design, OKR/KPI frameworks, and tight briefs.







Overnight Repair Serum Launch
Crown Affair
go-to-market launch campaign
Do Summer, Not Your Hair
Crown Affair
brand campaign
DS&Durga Leave-in Collab
Crown Affair
brand partnership launch campaign
Collection Launch
Wondery Outdoors
go-to-market launch campaign
experiential activation for launch
American Music Awards
Tezza
brand partnership activation
Pop It Properly
Clear Start by Dermalogica
brand campaign
Revolve for Coachella
Tezza
brand partnership
Flows Feature Launch
Tezza
go-to-market launch campaign
Breakout Clearing Peel
Clear Start by Dermalogica
go-to-market launch

















