PÄRLA ORAL CARE

Designed by dentists to be good for you and teh planet, PÄRLA Oral Care is a unique product that is focused on reducing carbon emissions by providing consumers we a fully sustainable toothpaste option. A certified B Corp.

Developed an end-to-end NPD roadmap including key milestones, timelines, full Cost to Serve analysis, and COGs from production through to final product delivery.
Defined and implemented streamlined commercial and operational processes, enabling more efficient team workflows and cross-functional collaboration.
Led product packaging redesign across existing and new formats, using consumer focus group insights to enhance brand impact and visual identity.
Refined the path-to-purchase funnel for PÄRLA Oral Care, informing a new go-to-market strategy and unlocking incremental revenue opportunities.
Built a dedicated sales model and distribution strategy for the launch and scale-up of PÄRLA Pro.
Delivered revenue forecasts for new channels, aligned with key launch milestones and commercial phases.
Re-established brand codes and executional principles to ensure consistency across all consumer and trade touchpoints.
Directed a full website rebuild, applying refreshed brand assets and improved UX design to:
- Expand product offering with bundle deals and multi-buy options.
- Enhance product pages with richer content, education, and user-friendly layouts.
- Launch a promotional calendar supporting cross-sell, subscriptions, and seasonal campaigns.
- Elevate brand storytelling via reimagined “About Us” and “Smile More” content sections.
- Refresh product detail pages with new imagery and educational content.
Rebuilt the Amazon brand storefront to improve UX and conversion, supported by a targeted media plan and a cost-to-serve framework to maintain profitability.
Oversaw the migration from Recharge to SKIO, enhancing the subscription experience and gamifying the customer journey to drive bundle uptake.
Supported the brand’s successful pursuit of B-Corp status by compiling and providing all required documentation.
Designed and activated a paid media strategy in partnership with YDNA Media, increasing traffic and conversions across DTC and Amazon channels.
Proposed a new organisational structure with clear job descriptions, accountabilities, and KPIs, complemented by an employee benefits framework to enhance clarity and culture.
Built and implemented comprehensive brand dashboards to track key performance metrics, including:
- Revenue by channel
- ROAS by platform
- Fully and partially loaded CAC : CLV ratios
- Website and media traffic and conversion rates
- Subscriber and active user growth
Created and delivered the brand’s investor deck, securing a strategic tool for funding conversations and capital raise initiatives.