Transforming a legacy sports nutrition brand.



With distribution in over 140 countries, MuscleTech is one of the most recognized sports nutrition brands worldwide.

For nearly 20 years, the name MuscleTech was synonymous with sports nutrition. But in 2017, eroding brand equity amongst younger athletes jeopardized the business. As VP Marketing, I was part of a coordinated cross-functional team that tackled a complete brand refresh, impacting product lines worth hundreds of millions, and taking 2+ years to rollout. This initiative was the spearheading project of the overall modernization of the marketing practice, including media, PR, influencers, reviews, production, web & social, and eCommerce (2DC, Amazon).


VP, Marketing
Modernization of overall marketing
Rebrand via Landor

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