Rootiful was developed as a private, ad-free community platform centered on conscious living, bringing together people interested in sustainability, animal welfare, mindful living, ethical consumption, and related issues. I joined Rootiful in 2025 as Fractional CEO, working with the founding team to broaden the concept beyond its original vegan focus and define a larger opportunity around conscious living.

I led strategy, positioning, brand development, partnerships, and early go-to-market planning, helping shape the company’s value proposition, member experience, digital strategy, and future marketplace concept. My work included defining the brand narrative across community, content, and commerce; guiding priorities across product direction and commercialization; developing partner and stakeholder communications; and building relationships with advisors and potential strategic partners. The engagement combined brand, business, community, and product strategy at an early stage, with a focus on creating a clearer market position and a broader platform for future growth.