KYLE RENNIE wellness PORTFOLIO
d2c Performance MARKETER & Creative StrategisT
ABOUT ME
300m+ in sales generated
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700k Ad Spend Managed
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10+ Brands Helped
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300m+ in sales generated - 700k Ad Spend Managed - 10+ Brands Helped -
D2C Brands
I founded Dāna to scale ambitious wellness brands, from high-potential startups to 8-9 figure industry leaders. I lead the end-to-end process, from foundational brand messaging to the execution of high-converting creative and large-scale paid advertising campaigns. My work is driven by a deep personal and professional passion for the wellness space and a commitment to building powerful brands that convert and scale.
INDUSTRY EXPERIENCE
wellness & health
supplements & nutrition
health tech & apps
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
Developing the creative direction, core messaging frameworks, and market positioning that resonate with target audiences and guide all future growth.
Creative Concepting & Development
Translating strategy into compelling visual narratives and concepts for ads, content, and creator briefs designed to capture attention.
Full-Funnel Creative Production
Managing the entire production pipeline, from in-house video editing and ad creation to briefing, directing, and managing high-performing creators and influencers.
Paid Advertising & Performance Growth
Directing large scale campaigns and ad spend across key channels like Meta, Google, and TikTok, using performance data and measurable KPIs to analyse results, optimise creative, and drive scalable growth.
Creative Examples
0.1
Creative & Performance Strategy for a 9-Figure D2C Tech Pioneer
Developing a new creative direction to elevate ad performance across video, static, and TV commercials for a high-growth U.S. sleep-tech brand.
Client: Eight Sleep
The Challenge
After a period of rapid growth, the brand's existing creative was experiencing diminishing returns and significant audience fatigue. As a global market leader in the sleep tech space, the challenge was to develop a new, elevated creative strategy that could improve ad effectiveness across all channels - from paid social to TV - and unlock their next phase of customer acquisition.
STRATEGIC DELIVERABLeS:
Scripting & Narrative System
A complete system of new, performance-focused scripts and narrative concepts for video ads, static assets, and TVCs, designed to overcome creative fatigue.
Production & Execution Direction:
A complete system of new, performance-focused scripts and narrative concepts for video ads, static assets, and TVCs, designed to overcome creative fatigue.
Multi-Channel Creative Framework
A new, comprehensive creative framework and messaging hierarchy designed to guide all ad production across paid social, digital, and high-budget TV commercials.
INDUSTRY: sleep tech
Core Insight
An audit of the creative landscape revealed that nearly all ads relied on overly polished, inauthentic creative and a narrow focus on product features, failing to connect with the audience's core pain points. The core insight was to pivot to a deeply empathetic approach, developing targeted campaigns for female audiences around specific issues like menopause and hot flashes, using authentic, member-sourced testimonials to drive performance.
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
A significant decrease in new customer acquisition cost for the target female audience.
+43% Conversion Rate
A substantial lift in conversion rate for all hormone-focused ad creative.
+30% Ad Recall Lift
A marked increase in ad recall, proving the creative was more memorable and impactful.
Trusted by leading Brands and their Partners:
0.2
Creative & Performance Strategy for a 8-Figure D2C Supplement Brand
Developing a new creative direction to elevate ad performance across video, static, and TV commercials for a high-growth U.S. sleep-tech brand.
Client: 8 FIGURE SUPPLEMENT BRAND
The Challenge
Despite a $600k+ weekly ad spend, new customer acquisition had stalled. In the supplements category, where consumer skepticism is high and competition is increasingly commoditised, the brand’s reliance on product shots and generic influencer content was no longer differentiating them. The challenge was to design a more sophisticated creative strategy that could rebuild trust, sharpen positioning, and translate spend into profitable growth.
STRATEGIC DELIVERABLeS:
Audience & Messaging Segmentation
A detailed breakdown of new, high-value audience segments, with tailored messaging and key purchase drivers for each.
Performance & Scaling Framework
A strategic framework for analysing performance data to identify and scale winning creative while extending the effective lifespan of all ad assets.
Performance Creative Framework
A strategic framework outlining the new creative direction and messaging to scale new customer acquisition.
INDUSTRY: Supplements & Wellness
Core Insight
My audit revealed that while the brand was deploying a high volume of creator content, it lacked a cohesive strategic narrative. The core insight was to evolve their approach from a generic, creator-led model to a multi-faceted "Brand Ecosystem" strategy. This new direction was built on a blend of founder-led content to establish authority, behind-the-scenes factory footage to showcase transparency, and targeted influencer campaigns with briefs focused on specific, trending customer pain points.
Creative Examples
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
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
A significant decrease in new customer acquisition cost for the target female audience.
+43% Conversion Rate
A substantial lift in conversion rate for all hormone-focused ad creative.
+30% Ad Recall Lift
A marked increase in ad recall, proving the creative was more memorable and impactful.
Case Study: Overcoming Creative Fatigue for a Market Leader
OERA approached Dana with a clear vision: to create a luxury wellness brand that blended ancient natural remedies with a modern, minimalist aesthetic. The focus was on premium mushroom supplements—Lion’s Mane, Reishi, Cordyceps—each synergistically blended with wildcrafted sea moss. They needed a full-scale branding partner to bring this idea to life.
Objective
The client wanted the brand to feel elevated and refined—drawing inspiration from luxury skincare brands like Aesop and Le Labo. The visual and verbal identity had to reflect purity, intelligence, and trust, with a subtle nod to nature and holistic living. It needed to stand out in a crowded supplement space, not as a health product—but as a lifestyle choice.
