Veestro Plant-Based Rebrand

When I joined Veestro, the business was stuck in vegan-only positioning and an outdated brand aesthetic. That narrower message limited the audience at the same time iOS 14.5 had hurt paid media performance.

I led a rebrand and performance reset that shifted the brand toward broader plant-based eating, refreshed the website and creative system, rebuilt lifecycle flows, and reopened growth across paid, affiliate, PR, influencer, and organic channels.

The rebrand needed to expand the audience without alienating existing customers, while improving the economics of acquisition and retention.

• Move from vegan-first to broader plant-based positioning.
• Decrease CAC after the post-iOS 14.5 paid media disruption.
• Increase LTV through email/SMS, loyalty, referrals, and winback flows.
• Improve website conversion, checkout clarity, and product education.
• Refresh paid, lifecycle, affiliate, influencer, PR, and organic channels.

I moved Veestro from exclusionary vegan-first messaging toward a more inclusive plant-based voice. The strategy combined brand guide and messaging work with a phased website update, Shopify 2.0 direction, audience-specific landing pages, affiliate launch, paid channel refresh, and lifecycle rebuild.

We launched a 1.5 website update while building toward Shopify 2.0, simplified checkout, improved speed and menu/nutrition information, and created landing pages for different audiences so paid traffic could convert against more relevant messaging.

I led strategy directly as VP Marketing, working with my marketing team, co-founders, and agencies across repositioning, website/CRO, paid acquisition, lifecycle, affiliate, influencer, PR, and organic channel refreshes.

The execution included a brand guide and messaging system, Shopify 2.0 and CRO direction, landing page testing, paid social and paid search refreshes, Rakuten affiliate launch, and email/SMS rebuild in Klaviyo and Attentive.

Lifecycle work included rebuilding Welcome and Abandoned Cart flows and adding Abandoned Browse, Anniversary, and Winback Cancelled Customer flows.

Within three months, CPA dropped from roughly $300 to $120, a 60% CAC reduction, while sitewide CVR increased by 15%. Paid CTR improved from 0.2-0.3% to 0.5-1%.

Email open rates improved from 20-25% to 30-40%, email CTR improved from 0.1-0.2% to 1-1.2%, and winback flows quickly drove six figures in monthly revenue.

The team onboarded 20+ influencers that promoted the food at little to no cost and drove hundreds of thousands in traffic over three months.

The work widened the audience while preserving the core product promise. It connected brand positioning, channel economics, CRO, lifecycle, customer segmentation, and Shopify execution into one growth reset.

It also showed how repositioning only matters commercially when it is paired with landing pages, paid media, lifecycle, affiliate, influencer, and site execution.