OAKBERRY | Cases
Head of Marketing, US
As Head of Marketing for OAKBERRY USA, I lead brand strategy, product innovation, partnerships, paid media, and franchise marketing across 55+ U.S. locations. Working in a fast-growing business requires balancing strategy with execution. My role spans the full marketing process from identifying consumer insights and developing new products to shaping campaigns, leading activations, managing agency partners, and supporting local store execution.
Since joining the business, I have helped scale the U.S. footprint from 27 to 55+ locations, increase average store performance from 65 to 85 tickets per day, and grow innovation contribution from 4% to 24% of sales. Along the way, I have led partnerships and activations including Coachella, US Open, Miami Open, Formula 1, Indian Wells, and SailGP.
The projects below showcase a selection of the initiatives that have contributed to OAKBERRY's growth and brand development in the U.S.
SIGNATURE BOWLS MENU EXPANSION
USING CONSUMER INSIGHTS TO SIMPLIFY DECISION MAKING AND DRIVE MENU INNOVATION
OVERVIEW | Consumer research revealed that while customers loved OAKBERRY's customization model, many first-time guests felt overwhelmed by the number of topping combinations available. To simplify the ordering experience, we led the expansion of the Signature Bowl menu from two preset options to six curated bowls built around distinct consumer personas and emerging wellness trends. Each bowl was designed to provide customers with a clear starting point while preserving the flexibility to customize.
THE CHALLENGE | OAKBERRY's menu offered many possible topping combinations, while existing customers enjoyed the flexibility, many new guests:
. Felt overwhelmed by the number of choices
. Unsure which ingredients worked well together
. Took longer to place an order
While customers could still customize their bowls, the new platform provided a clear starting point, making the experience faster, easier, and more approachable.
STRATEGY | Each bowl was designed around a distinct consumer need state, ranging from wellness-focused, performance-driven consumers to fruit lovers and premium-ingredient seekers.
TIGER BOWL | Originally developed for the OAKBERRY ambassador and tennis champion Aryna Sabalenka, the bowl's strong performance earned it a permanent place on the menu. Built around the growing protein trend, it appealed to active consumers looking for performance-focused nutrition.
MATCHA BOWL | Inspired by the growing demand for functional ingredients, wellness rituals, and matcha culture.
ORIGINAL & CRUNCHY | Existing Signature Bowls that address different consumer needs. The Original represents OAKBERRY's most traditional Brazilian combination, while the Crunchy appeals to consumers looking for a lighter, calorie-conscious option
GOLDEN ALMONDS BOWL | Built around premium ingredients and beauty-oriented benefits, including collagen.
FRUITY BOWL| For consumers looking for lighter, fruit-forward flavors and a refreshing experience.
RESULTS
. Signature Bowl penetration increased from 24% to 35%
. Signature Bowls reached 46% of total bowl sales
. New bowls generated 9.6 units per store per day
. Innovation contribution in 2025 grew from 4% to 24% of total sales
KEY LEARNING
Consumers don't necessarily want fewer choices. They want more confidence
in their decisions. By combining behavioral insights, menu innovation, and consumer segmentation, we transformed a complex customization experience into a scalable growth platform.
“LAYER UP” SMOOTHIES MENU
TURNING A MENU VISIBILITY CHALLENGE INTO A GLOBAL INNOVATION PLATFORM
OVERVIEW | Layer Up was an innovation platform designed to transform OAKBERRY's smoothie portfolio into a more visually distinctive, trend-driven, and engaging consumer experience. By combining product innovation, visual merchandising, and brand storytelling, the initiative turned OAKBERRY's signature layering philosophy into a scalable campaign platform that was later adopted globally across multiple markets.
THE CHALLENGE | Although OAKBERRY offered a variety of smoothie recipes, customers often perceived the products as similar because every smoothie shared the same deep purple appearance once blended with açaí. As a result:
. Product differentiation was limited
. Functional benefits were harder to communicate
. The menu lacked visual stopping power
Customers needed to read ingredient descriptions to understand the differences between products rather than recognizing them instantly through visual cues.
STRATEGY | Rather than simply redesigning the menu, we reimagined the smoothie portfolio through the lens of color, functionality, and consumer appeal. Three existing recipes were retained and repositioned, while three new recipes were developed specifically to create stronger visual differentiation and tap into emerging wellness trends. Inspired by OAKBERRY's core product architecture, where bowls are built through visible layers of açaí, granola, and fruit, we created a lineup of layered smoothies that showcased colorful ingredients above the açaí base.
The platform launched under the seasonal campaign:
IT'S TIME TO LAYER UP. A playful concept inspired by winter layering while reinforcing OAKBERRY's brand DNA.
Each smoothie was intentionally designed around a distinct visual identity and functional benefit
Blue Fairy: Blue spirulina & functional nutrition
Coffee Punch: Coffee & performance
Super Glow: Collagen & beauty
Zen Garden: Matcha & wellness
Tropical Beats: Mango, turmeric & energy
Very Berry: Antioxidant-rich berries
By creating a color-coded smoothie portfolio, customers could instantly recognize products through their appearance, ingredients, and benefits. Strategic partnerships were integrated throughout the platform to reinforce product benefits, create additional storytelling opportunities, and generate PR and consumer engagement beyond the menu itself.
BEFORE
AFTER
RESULTS
. Improved visibility of flavors, ingredients, and functional benefits
. Created a scalable innovation platform connecting product development, partnerships, and brand storytelling
. Strengthened OAKBERRY's ownership of the "layer" concept across products and campaigns
. Successfully launched in the U.S. market and later adopted globally across multiple OAKBERRY markets
. Read the full article about our favorite smoothie flavors here.
KEY LEARNING
Consumers shop with their eyes first. By leveraging OAKBERRY's layering DNA, we transformed a menu visibility challenge into a distinctive product platform that improved product recognition, aligned with emerging wellness trends, and ultimately scaled from a U.S. initiative into a global brand platform.
WHAT I IMPROVED
CONSUMER INSIGHTS
PRODUCT INNOVATION
MENU STRATEGY
CONSUMER SEGMENTATION
GO-TO-MARKET PLANNING
BUSINESS IMPACT
