Building a Company from First Product to Global Brand
I was one of KiwiCo's earliest employees, joining when the company was still called Kiwi Crate. Working closely with the founder, I helped turn an idea into a business, leading product development, branding, packaging, and launch strategy from the very first subscription box. Over two stints spanning more than six years, I helped define and scale six subscription lines, supported retail expansion into Target and Barnes & Noble, and directed products that earned 20+ industry awards.
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From founding idea to product-market fit: Directed the concept, design, and launch of KiwiCo's first product line, establishing the brand identity, packaging system, and development process that everything else was built on.
Award-winning product development: Led the creation of products earning over 20 industry awards including Parents' Choice Gold, Academics' Choice, and Dr. Toy recognition, building credibility with both parents and retail partners.
Retail expansion: Developed and launched a Target-exclusive product line and supporting packaging systems, driving subscription growth and expanding KiwiCo's reach beyond direct-to-consumer.
Kiwi Crate
In KiwiCo's earliest days, I worked side by side with the founder to figure out what this thing could be. I managed product development from concept through launch, built the brand identity and packaging system, ran tests with families, and helped reimagine how hands-on learning could be delivered to homes as a subscription service. That early work laid the foundation for everything KiwiCo became, from one crate to a full family of product lines reaching millions of families.
