isima
Bringing Vision and Velocity to a $30M Celebrity-backed Haircare Launch
Brand: isima
My Role: Project Management Consultant (reporting to CEO)
Timeline: 1 Year
Scope: DTC + Ulta Retail launch, Creative Operations, Go-to-Market Strategic Operations, IPD/NPD Operations
The Challenge
After three years in development, Isima was poised to launch — but chaos was the default operating system. A six-person internal team, a burned-out agency, and a backlog of missed deadlines meant progress was slow and morale was slipping. Meetings ran six hours a day. Workstreams were unclear. Monday.com was a digital graveyard of outdated to-dos. Final packaging files were due to print while the team was still debating copy in Figma.
I was brought in by a trusted former colleague to help untangle the mess — to give shape, momentum, and clarity to the brand’s day-to-day execution and help the new CEO and CMO stop being bottlenecks and start building what’s next.
My Role
Brought on as the Project Consultant, I served as a fractional head of program — leading project delivery, creative workflows, and go-to-market execution across a nimble, lean brand team and a handful of creative, marketing, and production vendors.
What I did:
Built the system from the ground up
Transformed Monday.com into a true source of truth, with streamlined workstreams, status visibility, and automated deadlines.Made creative actually ship
Introduced a resourcing model, intake forms, sprint planning, and weekly prioritization so the team could finally see what was coming (and what mattered).Led without a title
Drove alignment across execs, brand, and agencies — even in tough rooms. I helped leaders make decisions and the team move faster with less drama.Got the calendar out of people’s heads
Rolled out a collaborative marketing calendar, real-time campaign tracking, and a clean way to manage requests and approvals.Protected people, not just projects
Reset meeting culture, reduced burnout, and re-energized team trust by giving them space to do great work — not just react.
The Impact
In just 6 months, we launched a $30M brand across DTC and every Ulta store nationwide. Deliverables included:
A global DTC website
Retail packaging + visual merchandising
Ulta.com content
Social media
Five photo/video shoots (including with our founder Shakira)
Brand guidelines + internal collateral
The Result
✅ Teams were clear on priorities, timelines, and next steps
✅ Creative shipped faster, with fewer misses and re-dos
✅ Workload became predictable (and finally scalable)
✅ The system I built is still in use post-launch
The Conclusion
I step into messy, high-stakes launches and help founders unlock clarity, momentum, and scale — without burning out their teams.
This is what I do best.
