LAURA MERRETT
SEATTLE,WA
Summary
Senior integrated marketing and creative strategist with 8+ years of experience driving growth for wellness and CPG brands through culturally relevant, performance-led storytelling across DTC, ecommerce, retail, and omnichannel campaigns.
Overview
10
10
years of professional experience
8
8
Certifications
Work History
Brand Communications Manager
Nestle Health Science
01.2025 - Current
- Lead large-scale, integrated campaigns across paid media, creators, retail media, Amazon, and owned channels, driving both brand equity and measurable conversion impact (+27% QoQ new buyers; +36% QoQ new-to-brand on Amazon).
- Develop audience-first messaging architectures and channel strategies across DTC, Amazon, and retail; awareness initiatives exceeded audience penetration goals by 33%.
- Serve as cross-functional strategy lead across creative, media, PR, social, partnerships, and sales, ensuring alignment from insight through execution and optimization.
- Operate at the intersection of brand, culture, and performance, translating consumer insights and cultural trends into scalable, conversion-oriented campaign platforms.
- Guide performance creative testing and channel mix optimization, delivering a +5.3pt lift in consideration vs. benchmark while improving media efficiency
- Own communications investment strategy and external agency ecosystem, optimizing budget allocation, establishing performance benchmarks, and ensuring measurement across paid, earned, and owned channels.
Content Strategy Lead
Nestle Health Science
04.2024 - 01.2025
- Designed and piloted a performance-focused creator video program at Nestlé Health Science, integrating influencer, paid social, and retail media strategies to drive scalable creative output.
- Led end-to-end creative strategy development across paid social, display, retail media, CRM, influencer, Amazon, and owned channels, aligning brand storytelling with performance marketing objectives and conversion goals.
- Developed performance-driven creative messaging frameworks that elevated brand positioning while improving engagement, audience retention, and conversion-focused outcomes.
- Partnered with internal creative teams, growth marketing, media planners, and external agencies to translate business objectives into actionable creative briefs, ensuring assets met both brand standards and platform performance best practices.
- Built structured A/B and multivariate creative testing programs, continuously refining messaging, formats, and visuals to improve efficiency metrics including CTR, CPA, and ROAS.
- Defined KPIs and performance benchmarks, using analytics to guide iterative creative strategy and business impact reporting.
Performance Media Strategist
Nestle Health Science
05.2022 - 04.2024
- Led performance media and content strategy across the Nestlé Health Science portfolio spanning creator, DTC, Amazon, omnichannel retail, and owned platforms, to drive revenue growth and customer acquisition.
- Enhanced audience targeting and cross-channel creative optimization strategies, delivering a 66% increase in ROAS while improving overall media efficiency.
- Analyzed paid media, ecommerce, and web performance data to optimize campaigns and scale winning creative, achieving disciplined CAC/CPA targets.
- Developed insight-led creative briefs based on audience, media, and performance data, facilitating high-impact creative execution.
- Partnered cross-functionally across creative, media, ecommerce, sales, and analytics to refine messaging frameworks and channel strategies for priority audiences.
Senior Digital Marketing Manager
Nuun Hydration – ACQUIRED BY NHSc
11.2021 - 04.2022
- Directed integrated awareness and performance media investment across paid social, influencer, display, Amazon, audio, and retail media, establishing cross-channel strategy and optimization frameworks to drive scalable digital growth.
- Orchestrated Nuun’s first multi-platform brand campaign across emerging channels (Twitch, OLV, Pinterest, TikTok), expanding platform diversification and delivering 111% QoQ growth in search revenue while driving 56% of total new-user site revenue.
- Led external agency partnerships (3+ partners) as executive point of contact, setting strategic direction, aligning performance KPIs, and elevating execution standards across media and creative workstreams.
- Built and scaled influencer and creator strategy, overseeing team and partnerships to unlock new audience segments and enhance brand relevance.
- Re-architected lower-funnel creative and audience strategies during budget reductions, enhancing CVR and maintaining revenue targets.
- Advised senior leadership on digital innovation and cultural trends, translating emerging platform opportunities into strategic initiatives that improved market share.
Media Strategy/Project Manager
PitchBook Data
07.2019 - 11.2021
- Managed in-house creative agency, overseeing project workflow from brief to asset delivery
- Partnered cross-functionally, providing media insights and education to inspire creative ideas and ensure campaign collateral aligns with business goals
- Led cross-functional teams to deliver projects on time and within scope.
- Developed project plans and timelines to ensure effective resource allocation.
- Facilitated stakeholder meetings to gather requirements and align project goals.
Senior Media Strategist
Mindshare
01.2016 - 06.2019
- Launched integrated global media campaigns ($50MM budget) for Meta
- Managed campaign lifecycle from discovery to completion, overseeing media channels including digital, social, OOH, TV, audio, streaming/OTT, partnerships, and custom content to ensure cohesive execution.
- Utilized audience analytics tools to support media strategy research and presentations
- Media Strategist
- Successfully maintained internal and external vendor and publisher relationships
- Managed day-to-day campaign support, including deployment, QA, testing, account management, and reporting
- Successfully maintained internal and external vendor and publisher relationships
Education
Bachelors of Science -
Washington State University
01.2014
Skills
- Audience Insight & Targeting Strategy
- Omnichannel Campaign Leadership
- Full-Funnel Creative Development
- Agency & Cross-Functional Management
Websites
Certification
HigherDOSE
Timeline
Brand Communications Manager
Nestle Health Science
01.2025 - Current
Content Strategy Lead
Nestle Health Science
04.2024 - 01.2025
Performance Media Strategist
Nestle Health Science
05.2022 - 04.2024
Senior Digital Marketing Manager
Nuun Hydration – ACQUIRED BY NHSc
11.2021 - 04.2022
Media Strategy/Project Manager
PitchBook Data
07.2019 - 11.2021
Senior Media Strategist
Mindshare
01.2016 - 06.2019
Bachelors of Science -
Washington State University