Marketing
- Strategic positioning, messaging and brand architecture for Scitentia
- Launch strategy, content strategy and influencer marketing frameworks
- Directed the agency executing the visual identity
Wellness · North America · Established, 25+ years
Scitentia
Two products, one 20-year brand, no direction. We consolidated everything under Scitentia and built the plan to take it international.
← All work
- StageEstablished, 25+ years
- WhereNorth America
- PillarsMarketing, Operations, Finance, Client experience, Growth
- DeliveredAudit, brand architecture, financial model, go-to-market and 3-year roadmap
Where they were
Twenty years of sleep science. Two products competing with each other.
- ZenBev, a science-backed sleep powder with 20 years of history, and Zelatonin, a new spray, about to launch as separate brands
- Outdated branding, the wrong target audience, and operations fragmented across products
- A mission to sell science-driven sleep solutions worldwide, with no structure to carry it
The opportunity was to consolidate, reposition and build one umbrella identity able to scale into Europe, North America and beyond.
What we did
From marketing brief to leading all five pillars
We came in for marketing strategy and ended up directing the whole transformation, with an agency executing the visual identity under our framework.
Operations
- Consolidated logistics, fulfilment, warehousing and supplier systems for scale
- Guided the legal, operational and logistical consolidation under one company
Finance
- Pricing models
- Forecasting systems
- Growth-aligned financial planning and financial models
Client experience
- Customer journeys
- Email flows
- Communication standards
Growth
- 6-month, 1-year and 3-year growth plans
- Launch sequencing and product rollouts
- International expansion roadmap
- Project direction across agencies, stakeholders and providers
How it went
4 stages, in order
-
1
Audit
Full review of ZenBev and Zelatonin: operations, branding, finances and market positioning.
-
2
Strategy
Consolidate under one company, Scitentia, so the products stop competing. Six-month, one-year and three-year plans for launch, rollout and expansion.
-
3
Action plan
Legal, operational and logistical consolidation, plus brand identity, packaging and a scalable marketing engine.
-
4
Implementation
Oversaw execution with the design and marketing agencies so it matched the plan.
What it was built for
What the setup was designed to make possible
- Launch Zelatonin and scale it fast
- One consolidated structure under one brand
- A younger, growth-oriented audience instead of a narrow, misaligned one
- Sales beyond Estonia, Germany, Denmark, France and the UK, into North America and the Middle East
- A clear long-term vision for new product lines
Where they are now
Selling 50,000 products a month, on three continents
The consolidation held, and the expansion happened.
- 50,000 products a month Scitentia now moves around 50,000 units every month.
- Expanded into MENA and the United States From a European base to the Middle East and the US.
- Warehouses across several countries Operations in place, with warehousing where the customers are.
- One clear marketing strategy Positioning, audience and message, finally aligned and running.
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