CeraVe
Revolutionizing an Engagement with CeraVe through Product Strategy
Client: CeraVe
My Role: Product Strategy | Client Engagement | Product Roadmapping | Loyalty + Retention Model
Timeline: 1 Year
Scope: UX, UI, Analytics, Product Strategy
The Challenge
When I joined the agency, CeraVe had been a client for three years—but the account was stagnating. Following a 2020 website redesign, the relationship had dwindled to low-touch maintenance work. Meanwhile, the brand was exploding in popularity, especially among Gen Z audiences on TikTok, yet our agency was treating it like a legacy account with no growth potential.
The Opportunity
CeraVe was on the verge of becoming a billion-dollar skincare brand. It was clear we were sitting on untapped potential. The question wasn’t can this brand grow?—it was why aren’t we helping them do it?
I initiated a strategy reset with internal stakeholders and led a product strategy workshop designed to reframe the value of CeraVe’s digital presence. Though not a DTC brand, we identified massive opportunity in transforming their brand website into a growth engine through:
Smart data capture
Behavioral insights
Personalization tactics
First-party marketing strategy support
The Plan
Over three months, we developed a comprehensive 3-year product roadmap focused on turning CeraVe’s passive marketing site into an active business tool. Our strategy focused on:
Creating product education experiences that convert curiosity into intent
Leveraging high-performing influencer content in-site
Integrating first-party data collection to inform global campaigns
Laying the foundation for AI-powered testing and personalization
The Outcome
This initiative completely shifted the relationship between our agency and the CeraVe team. We went from being viewed as production vendors to being trusted as long-term strategic partners within the L’Oréal ecosystem.
At the time of my departure, we had opened conversations with CeraVe about piloting AI-generated user personas to A/B test marketing campaigns—an innovation-first approach grounded in product strategy rather than sales pressure.
The Conclusion
Repositioned a stagnant account as a strategic growth opportunity
Developed a 3-year roadmap that reshaped the brand’s digital priorities
Elevated agency perception from vendor to partner within a global brand organization
Opened the door for cutting-edge AI personas and experimentation
