Complex subject matter
Nutraceutical ingredients require accurate, defensible communication without losing the audience in scientific detail.
Selected case study · Scroll to explore
01 · Marketing engine
NXT-USA
Campaign OS
From one-off content to a repeatable B2B campaign system.
I helped turn highly technical ingredient marketing into a coordinated operating model spanning positioning, education, creative production, expert content, paid and organic distribution, webinar execution, tracking, reporting, and iteration.
✦ I built the system behind the content.
The challenge
Technical products needed more than polished posts. They needed a system that could turn science, leadership expertise, industry conversations, and campaign data into clear market education—consistently.
Many content needs
Earned media, founder content, product education, expert interviews, events, paid ads, and reporting all needed a shared operating logic.
Execution had to repeat
The real opportunity was not producing one strong asset. It was making strong execution easier to reproduce across products and campaigns.
The operating system
A campaign path from insight to iteration.
I connected strategy, production, platform setup, and measurement so every campaign had a clearer beginning, middle, and learning loop.
01Market and audience insight
02Campaign brief
03Positioning and messaging
04Creative production
05Review and approval
06Platform setup
07Launch and distribution
08Measurement
09Learning and iteration
Content architecture
Four pillars gave every post a job.
The pillars kept the calendar balanced. A single asset could support multiple pillars, but each one needed a primary strategic purpose.
Capture
Earn attention through a sharp hook, timely conversation, credible face, visual proof, or unresolved question.
Product Education
Explain evidence, differentiators, applications, formats, benefits, and why the ingredient matters to innovation teams.
Industry Education
Place the product inside broader scientific, consumer, formulation, and category conversations.
Brand & Lifestyle
Connect technical functionality to a relatable human outcome such as mobility, healthy aging, energy, or confidence.
Playbook library
The work—and the reusable logic behind it.
Each initiative became a template with defined inputs, outputs, brand rules, review steps, publishing structure, and success signals.
Earned media amplification
Turn independent coverage into a credible, branded teaching moment.
The two-slide system establishes the outside publication first, then extracts the one market-relevant idea the audience should remember. The caption adds context without overstating what the source said.
InputsPublication, article screenshot, approved takeaway, product context, brand assets.
OutputsRecognition slide, insight slide, caption, source attribution, CTA.
ValueFaster response to press coverage with consistent branding and editorial credibility.
Founder knowledge and education
One interview became a seven-week editorial program.
I divided a long-form founder interview into focused episodes, each centered on one question. Consistent title cards, episode numbering, weekly cadence, and caption structure created recognition and gave the audience a reason to return.
FormatScientific Proof Powers Possibility · Episodes 1–7.
SystemQuestion selection, focused edit, branded title card, captions, thumbnail, weekly distribution.
ValueExtended the useful life of one interview while building curiosity and continuity.
Scientific Proof Powers PossibilityEpisode 1 of a seven-part founder education series.
Product education system
Move from “what it is” to “why it matters” and “how brands could use it.”
The product-education library balanced proof, ingredient storytelling, formulation applications, delivery formats, and commercially meaningful benefits. Each piece was mapped to the four content pillars instead of being designed in isolation.
Fast proofDay 5 became a clear differentiator for TamaFlex joint support.
Campaign entryIngredient-focus graphics introduced the month’s story and lifestyle relevance.
ApplicationsFormat and use-case graphics helped formulators imagine product possibilities.
External expert initiative
Bring independent scientific authority into the brand’s education system.
I developed a recognizable expert-interview format built around one meaningful category question. The product was supported by the science rather than forced into the foreground, preserving credibility while creating a natural bridge to the broader campaign narrative.
StructureExpert introduction, focused question, clear answer, captions, speaker ID, brand system.
Primary pillarIndustry Education.
ValueScientific storytelling that supports category understanding and product positioning.
Expert Insights on NAD+ BiologyOne technical question, edited into an accessible B2B learning asset.
Integrated demand campaign
The Missing Half of NAD+
The campaign turned an underexplored scientific tension—NAD+ preservation and CD38—into a clear event concept, coordinated promotional system, live experience, and measurable learning loop.
Positioning
Lead with the market problem, not a generic product invitation.
The title creates curiosity. The subtitle explains the professional value. The short 15-minute format reduces the commitment required from a technical B2B audience.
PositionBuildPromoteDeliverMeasure
Elise invitationCuriosity, urgency, and healthy-aging relevance.
Eric invitationTechnical credibility and scientific context.
Event identity
Ingredient Live identity, title, subtitle, speaker hierarchy, product branding, CTA.
Platform build
Vimeo scenes, presentation flow, speaker emphasis, Q&A, rehearsal, moderation.
Demand generation
Organic posts, speaker videos, LinkedIn Lead Gen, direct-event traffic, audience targeting.
Measurement
UTMs, campaign exports, registration data, funnel diagnosis, executive recommendations.
Performance and learning
The dashboard explains more than the totals.
I built an executive reporting experience that separates platform metrics from business outcomes, identifies conversion friction, and turns campaign performance into concrete next actions.
Core learning
For a short, niche event, registration friction mattered more than raw interest. The next operating model should keep direct event traffic in the mix instead of relying only on a separate Lead Gen Form step.
Built and deployed by KurtCampaign analytics dashboard
Open dashboard ↗Paid media, funnel performance, event registrations, audience quality, diagnosis, and recommendations in one executive view.
What became repeatable
The output was content. The value was infrastructure.
The system reduced dependence on memory and one-off effort by making expectations, inputs, approvals, platform steps, and reporting logic visible.
Briefing and messaging
Clear audience, objective, promise, proof, channel, and CTA before production begins.
Creative templates
Repeatable formats for earned media, product education, founder content, expert interviews, and events.
Review and approvals
More consistent brand, scientific, stakeholder, and publishing checks.
Platform setup
Webinar scenes, event pages, lead forms, tracking conventions, naming, and QA.
Measurement framework
Shared definitions for attention, conversion, audience quality, friction, and next decisions.
Learning loop
Performance and feedback translated into specific changes for the next campaign.