Mindy Eardley
Salt Lake City,Utah
Summary
With over 15 years leading creative, communications, and brand strategy in wellness, beauty, and personal development, I’ve turned formulas, features, and facts into stories people feel — and then click “buy.” I’ve helped launch companies, built movements, and guided brands through mergers and acquisitions — ensuring their voices stay authentic and aligned through transition. Whether building a brand from scratch or giving an existing one a voice worth hearing, I find the emotional heartbeat of what’s being sold and translate it into messaging that moves. If your brand’s ready to sound as good as it looks, I’m ready to write the story that gets it there.
Overview
31
31
years of professional experience
Work History
Director, Marketing & Communications
Sevinity & The Greatness Collective
11.2024 - Current
- Two visionary start-ups with the same teams. One goal: build brands that don’t just sell products — they spark movements. As director of marketing & communications, I lead a designer and social media manager to turn bold ideas into beautifully executed launches.
- Directed brand strategy, voice, and go-to-market planning for Sevinity’s flagship wellness product.
- Applied a proven storytelling framework making complex information relatable and inspiring.
- Led creative production across all channels, ensuring cohesive, elevated communication.
- Partnered with founders to position Sevinity as a new era in direct selling.
Director of Marketing Communications
Awakened, LLC. / Sol People
01.2023 - 09.2024
- Company Overview: (brand transition under shared ownership)
- Contributed to $6M in sales within the first six months of Awakened’s launch through strategic storytelling, brand positioning, and multi-channel campaigns.
- Helped guide the company’s transition from Awakened into a new entity, Sol People, leading the evolution of its voice, visual identity, and market narrative.
- Directed messaging for product launches, events, and affiliate engagement across digital and social platforms.
- Unified creative and compliance for powerful yet credible storytelling that built trust across audiences.
- Mentored a creative team to deliver messaging that inspired belief and action.
Sr. Manager, North America Communications
Kyäni, Inc.
11.2021 - 09.2022
- Turned communications into conversions by making strategy personal and stories powerful.
- Directed marketing and PR for Kyäni’s largest market.
- Created campaigns that increased sales by 20%.
- Authored the Kyäni Editorial Style Guide.
- Optimized automated email sequences to boost engagement.
Director, Public Relations
NewAge, Inc.
06.2020 - 11.2021
- Made a $500M global wellness company impossible to ignore.
- Secured major media coverage in Vogue and Elle.
- Delivered 140+ corporate awards with a 93% Gold rate.
- Negotiated partnerships, saving $12K while expanding visibility.
- Led content and communications for the NewAge–ARIIX merger.
Director, Marketing Communications
ARIIX
12.2016 - 06.2020
- Brought clarity, consistency, and creativity to a rapidly expanding global brand.
- Led writers and editors creating high-impact content across 20+ markets.
- Designed communication strategies for five successful acquisitions.
- Produced an award-winning starter kit redefining distributor onboarding.
- Managed a $60K marketing budget to maximize reach and resonance.
Director, Communications
Jeunesse Global
05.2015 - 12.2016
- Helped shape a billion-dollar beauty brand’s voice and storytelling.
- Collaborated with creative teams to craft global campaigns.
- Balanced creativity and credibility with R&D and compliance.
- Authored We Live Jeunesse corporate publication and Product Guide.
Sr. Manager, Marketing Communications
Monavie
10.2011 - 05.2015
- Developed and localized cohesive communications for nine European markets, overseeing translations and targeted email distribution.
- Directed localization workflows.
- Partnered with legal for compliance alignment.
- Led initiatives strengthening global culture and connection.
Curriculum Developer
CompHealth
04.2007 - 01.2008
- Developed training manuals and marketing collateral supporting national recruiting.
Guest Relations Regional Trainer / Business Process Analyst
InterContinental Hotels Group (IHG)
01.1995 - 01.2006
- Authored training programs and brand communications distributed to 3,000+ hotels globally.
Education
English Literature
University of Utah
Skills
- Brand Storytelling
- Campaign Concepting
- Creative Direction
- Launch Strategy
- Messaging Architecture
- Content Ecosystems
- Leadership & Team Coaching
- PR & Media Buzz
- Compliance-Friendly Creativity
- Email Social Strategy
- Marketing Automation
- Brand Voice Development
- Mailchimp
- Ziplinq
- Canva
- ChatGPT
- Google Work Environment
- Microsoft Office Suite
Timeline
Director, Marketing & Communications
Sevinity & The Greatness Collective
11.2024 - Current
Director of Marketing Communications
Awakened, LLC. / Sol People
01.2023 - 09.2024
Sr. Manager, North America Communications
Kyäni, Inc.
11.2021 - 09.2022
Director, Public Relations
NewAge, Inc.
06.2020 - 11.2021
Director, Marketing Communications
ARIIX
12.2016 - 06.2020
Director, Communications
Jeunesse Global
05.2015 - 12.2016
Sr. Manager, Marketing Communications
Monavie
10.2011 - 05.2015
Curriculum Developer
CompHealth
04.2007 - 01.2008
Guest Relations Regional Trainer / Business Process Analyst
InterContinental Hotels Group (IHG)
01.1995 - 01.2006
English Literature
University of Utah