KYLE RENNIE
london, uk
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Creative Strategist for 8–9-figure D2C wellness brands
Scaling brands with performance creative and strategic frameworks that turn awareness into profitable, repeat customers
ABOUT ME
I lead the end-to-end creative and performance stack for ambitious wellness brands: brand strategy, positioning and narrative systems, campaign direction, high-intent creative that converts at scale, and media frameworks that turn spend into profitable, repeat customers. I’ve partnered with startups and 8–9-figure leaders to reduce acquisition cost and lift LTV.
D2C Brands
INDUSTRY EXPERIENCE
wellness tech
My work is driven by a deep personal and professional passion for the wellness space and a commitment to building brands that truly resonate and scale.
supplements & nutrition
mindfulness & apps
Trusted by leading Brands and their Partners:
MY EXPERTISE
My work is built on a four-pillar framework designed to guide ambitious brands from foundational strategy to scalable, performance-driven results.
Brand & Performance Strategy
Develop creative direction, messaging frameworks, and market positioning that resonate with audiences and guide scalable growth.
Creative Development & Concepting
Translate strategy into compelling visual narratives and ad concepts that capture attention and drive engagement.
Full-Funnel Creative leadership
Oversee the end-to-end production pipeline, including ad creation, creator partnerships, and content development for high-performing campaigns.
Paid media & Performance Growth
Direct large-scale campaigns across Meta, Google, and TikTok, optimizing acquisition costs, customer LTV, and ROAS to drive scalable growth.
0.1
Eight Sleep — Multi-Channel Creative & Performance Strategy
Developing a new creative direction to elevate ad performance across video, static, and TV commercials for a high-growth U.S. sleep-tech brand.
focus: Creative Direction, Ad Strategy, and Messaging Framework
The Challenge
After rapid scale, creative performance stalled and audience fatigue rose — acquisition efficiency dropped while CPMs climbed. The objective was to restore sustainable customer acquisition at scale and expand into underserved female segments.
STRATEGIC DELIVERABLeS:
Scripting & Narrative System
Built a modular library of performance scripts and narrative concepts to refresh ad fatigue and streamline testing across audiences and platforms.
Production & Execution Direction:
Directed the creative rollout across internal teams and external partners — overseeing creator coordination, scripting, and execution to ensure narrative and performance alignment.
Multi-Channel Creative Framework
Developed a unified creative framework and messaging hierarchy to align paid social, digital, and high-budget TVC campaigns under a consistent narrative system.
INDUSTRY: SLEEP TECH
Core Insight
Existing creative relied on over-polished product messaging. Opportunity: shift to authentic, empathy-led narratives addressing hormone-related sleep issues, like menopause and hot flashes, to engage a large, high-intent female segment.
Creative Examples
Format: 30-second direct-response video for Meta, YouTube, and TV.
Performance data pointed to an opportunity with an underserved female audience. My strategy was to test a direct, empathetic narrative, engineering this ad to address a specific pain point - disrupted sleep from hormonal changes like hot flashes - to unlock a new, scalable customer segment.
HORMONE FOCUSED VIDEO AD
Format: Multi-Format Static Ads (9x16, 4x5, 1x1)
The static ads were designed to reinforce the video campaign's core message while isolating specific benefits. Each creative used benefit-driven copy—like "Fewer hot flashes, even fewer wake ups"—and introduced key features like the new Autopilot mode to drive high-intent clicks and conversions.
Static Ads
Client saw:
-29% ncpa
By unlocking new, high-value female audience segments
+43% Conversion Rate
From creatives that focused on tangible pain points like hot flashes and nightly sleep disruption.
+41% roas
Driven by a strategic process of testing, iteration, and scaling winning concepts.
Trusted by leading Brands and their Partners:
0.2
Primal Queen — Performance Creative & Ad Strategy
Redesigned creative direction to rebuild trust, improve efficiency, and drive scalable acquisition among high-value segments in a competitive supplement category.
Client: beef organ supplement brand
The Challenge
Despite a $700K+ weekly ad spend, new customer acquisition had stalled. In a crowded, commoditised supplements market, generic influencer content and product shots were no longer differentiating the brand or driving efficient acquisition. The challenge was to rebuild trust, refine positioning, and translate spend into profitable growth.
STRATEGIC DELIVERABLeS:
Audience & Messaging Segmentation
Tailored messaging and positioning for high-value audience segments, highlighting key drivers, behavioral insights, and growth opportunities.
Performance & Scaling Framework
System to identify, optimize, and scale top-performing creative while maximizing ROI and extending the lifespan of all ad assets.
Performance Creative Framework
New creative direction and messaging designed to drive scalable customer acquisition, improve engagement, and refresh brand positioning across all channels.
Focus: Ad Creative, Messaging, and Performance Optimization
Core Insight
Audit showed a high volume of creator content but no unifying brand narrative. The opportunity was to evolve from a generic creator-led model to a multi-layered “Brand Ecosystem” — combining founder-led authority, transparent factory footage, and targeted campaigns built around trending customer pain points.
Creative Examples
Format: 9X16 direct-response videos designed for Meta and TikTok.
A suite of ad concepts engineered to test messaging against specific, high-value audience pain points like cortisol dysregulation and hormonal imbalance. This problem-aware approach was designed to intercept customers at the point of highest intent, validating their concerns and positioning the product as the definitive solution.
Insight-Driven, Problem-Aware Creative
founder and Supply Chain Transparency Creative
A mid-funnel video concept that utilises founder led and behind-the-scenes production footage as a powerful quality and trust signal. By showcasing the face of the brand and manufacturing process, we aimed to increase perceived product value and overcome consumer skepticism, a key barrier to conversion in the supplement category.
Client saw:
A direct-response strategy centered on authentic, user-generated style content. This approach was designed to leverage the inherent trust and native feel of creator content to overcome audience skepticism, stop the scroll, and drive conversions with a high degree of authenticity.
Creator-Led Performance Creative
-31% ncpa
Reduced new customer acquisition cost in key female segments.
+43% Conversion Rate
By overcoming customer skepticism with a mix of founder-led authority and behind-the-scenes transparency.
+15% LTV
From a more authentic brand narrative that fostered a stronger customer connection beyond the first purchase.
0.3 OERA — Brand Identity & Go-To-Market Strategy
The Challenge
The task was to launch a new, luxury D2C wellness brand in a saturated market. The core challenge was to develop a brand identity from the ground up that could communicate a unique, dual-ingredient value proposition - a blend of nootropic mushrooms and wildcrafted Japanese sea moss—while feeling as elevated and refined as a luxury skincare brand
Core Insight
To stand out, the brand couldn't just look like another supplement. The insight was to leverage the most unique element—the Japanese sea moss—to create a distinct narrative rooted in "botanical intelligence" and purity. The strategy was to build an entire brand world inspired by Japanese minimalism, which informed everything from the name "OERA" to the earthy colour palette and intentional, uncluttered packaging.
brand Identity , PACKAGING + social media ⬊
brand Identity , PACKAGING + social media
static ad creatives
Key Deliverables
Comprehensive Brand System:
Led the development of a complete visual and verbal identity system, establishing an ownable market position for the brand from day one.
Production-Ready Assets:
Directed the creation of all brand and packaging assets, ensuring the client was fully equipped for a professional and cohesive launch.
Go-to-Market Framework:
Established the clear messaging framework that serves as the strategic foundation for all future performance marketing campaigns.
0.4 EXHALE AI — Go-To-Market & User Acquisition Strategy
The Challenge
Despite a fully developed product, user acquisition was stagnant. With no structured marketing or creative strategy, downloads remained flat, and the brand lacked emotional resonance in a crowded wellness app market.
Core Insight
High-achievers were overwhelmed by “wellness fatigue.” They didn’t need another app — they needed an effortless, integrated experience. The opportunity was to reframe Exhale from another mindfulness tool into an “ambient wellness” system that fits seamlessly into daily life, driving both adoption and retention.
Integrated Campaign & Visual Direction ⬊
Scaling New User Acquisition by +1600% ⬊
↙ ad creatives
Key Deliverables:
Brand Architecture & Creative Direction:
Led the development of the full brand architecture and visual identity, including the brand positioning, UI/UX design direction, and the creative framework for all communications.
Communications Strategy:
Developed the multi-channel communications strategy, defining how the brand would build trust and community through authentic content and creator partnerships.
Go-to-Market & user Acquisition Strategy
Architected and managed the complete go-to-market plan, overseeing the paid media strategy and creative execution required to drive initial user acquisition and long-term retention.
"dāna" — the practice of giving back selflessly.
WHAT INSPIRES US ⬊
At Dāna, we’re not just marketers — we’re passionate wellness enthusiasts and avid travellers with deep knowledge of healing modalities, yoga, biohacking, herbal medicine, and transformative wellness experiences. We understand that wellness is about more than just what you offer — it’s about experiences, emotions, and a lifestyle. That’s why we craft marketing strategies that don’t just sell, but inspire, educate, and connect.
Proven Growth Through Creative That Performs
A track record of helping D2C wellness and lifestyle brands bridge creativity with performance — driving scalable acquisition, stronger retention, and elevated brand equity.
clients saw on average:
Why Standing Out Matters More Than Ever
