JACQUI BONGIOVANI
Brand Positioning · Go-to-Market Strategy · Partnerships · Experiential Activation
Strategy in Practice
Selected work showing how I identify what a brand can credibly own—and translate that position into partnerships, campaigns, retail, content, and real-world experiences.
Featured Projects
organics by red bull | Launching a New Product Without Diluting the Core Brand
Challenge
I was one of one or two U.S. marketers selected to launch Organics by Red Bull, a new line of premium organic sodas and mixers entering the market under a brand already strongly associated with energy drinks.
The challenge was to build awareness and trial for a distinctly different product line without pulling attention or sales away from the core Red Bull portfolio.
My Read
The launch needed to establish Organics as a credible product in its own right while still benefiting from the reach and recognition of the parent brand.
Hospitality was the strongest environment for doing that. The product could be introduced through menus, staff recommendations, sampling, and real use occasions rather than relying on packaging or brand recognition alone.
Strategic Move
Prioritize accounts where the product could live naturally as a premium soda, mixer, or non-energy beverage, and build launch moments that created broad awareness without confusing its role within the larger portfolio.
What It Became
I launched Organics across more than 80 San Diego accounts in 90 days, coordinating distributors, sales teams, venues, programming, and account-level execution.
To support broader market awareness, I also activated the product at Del Mar Opening Day, introducing Organics within one of the region’s most visible annual events, attended by more than 33,000 people.
The launch was recognized within Red Bull as a national best-practice example.
Capabilities
Go-to-market strategy · Product launch · Portfolio positioning · Account strategy · Hospitality activation · Large-scale experiential marketing
strategy snapshots
rise 311 | Building a Deeper Brand Position Through Sampling
Challenge
RISE311 needed to get more product into the hands of potential customers, but its story still leaned heavily on the credibility of a Hollywood trainer without giving the brand enough depth beyond that association.
My Read
Sampling could create trial, but the brand also needed a clearer point of view around recovery, formulation, and performance so that every sample and founder interaction carried more meaning.
Strategic Move
I developed a sampling-led go-to-market recommendation supported by a broader brand position around the belief that performance cannot be separated from recovery.
The work included a phased New York and Los Angeles plan, premium retail and wellness targets, influencer and podcast outreach, founder messaging, a sample-kit insert, and a recommendation to create single-serve sample packets.
The brand later produced sample packets, though I was not formally engaged in the implementation.
Status
Developed through several exploratory sessions with the founders. The strategy was presented as part of a proposed engagement but was not formally commissioned.
Institute for integrative nutrition| Building a Live Experience Around Content, Talent, and Production
Challenge
IIN was producing a two-day flagship event for 1,768 attendees while also needing to film specific faculty for future content.
Bringing those faculty to one live experience created production efficiencies and helped reduce separate filming and speaker costs—but the event still needed to feel intentionally programmed rather than built around an internal production requirement.
My Read
The content need could not be visible to the audience as the reason the event existed.
The speakers had to feel organically connected through a clear event narrative, with each faculty member contributing something distinct to the larger experience.
The opportunity was to turn a practical production decision into a cohesive live brand moment.
Strategic Move
Build the event narrative and speaker flow around the selected faculty so that the filming, programming, and attendee experience all supported one another.
Rather than treating the live event and content production as separate workstreams, we designed them as one integrated experience.
What It Became
I co-led speaker strategy, outreach, contracting, programming, run of show, talent logistics, and brand integrations across content, production, operations, and executive teams.
The final event brought 13 speakers into a cohesive two-day experience while also allowing IIN to capture high-value faculty content more efficiently.
Capabilities
Event strategy · Content production strategy · Editorial programming · Talent partnerships · Brand experience · Cross-functional execution
om juice bar | Reframing the New Year Reset
Challenge
OM needed a New Year campaign in a category dominated by cleanse, detox, and restriction-based messaging.
My Read
Adding one manageable behavior is more sustainable than asking customers to overhaul their lives.
Strategic Move
I developed Just One Smoothie, a campaign designed to make one daily smoothie feel like an accessible win rather than another short-lived resolution.
The concept included a social challenge, product-led email series, educational content, and a mid-February re-engagement pivot.
Status
Campaign concept and content system developed but not activated.
closing
I work with consumer, lifestyle, and experience-led brands that need greater clarity around how they should enter the market, communicate their value, or turn an idea into something customers can actually experience.
My work spans brand positioning, go-to-market planning, partnerships, campaigns, talent, retail, and experiential activation.
Pocono Maple Water | Positioning an Emerging Beverage Through Provenance
Challenge
Pocono Maple Water is sourced from a 450-acre certified-organic maple farm and gathered only during the brief spring flow.
Because maple water remains unfamiliar to most customers, the brand first needed to help people understand what the product was, what it tasted like, and why its origin mattered.
My Read
The strongest story was already inherent in the product: the land, the once-a-year harvest, and the natural variation of each season.
Rather than frame limited supply as a constraint, I saw it as an asset—closer to a vintage harvest than a conventional packaged beverage.
Strategic Move
Position the brand around provenance, seasonality, and ritual, while leading customer education with taste and product clarity.
I identified yoga and Pilates communities as an early audience more likely to respond to origin, simplicity, and connection to the land.
What It Became
The strategy informed regional retail priorities, sampling across movement communities, product seeding with Melissa Wood Health and Rhone store openings, a press trip with Magrino, packaging recommendations, and a proposed ambassador experience at the farm.
I also developed a firefly-sanctuary initiative rooted directly in the farm’s ecosystem.
Capabilities
Positioning · Category education · Audience strategy · Retail · Partnerships · PR · Purpose
Awards
Nationally Recognized Best Practice — Organics by Red Bull
1st Place Eastern Business Unit Distributor — Red Bull Orange Edition
Top 4 Nationally — Red Bull Orange Edition Launch
Ripple Award for Exemplary Dedication and Service — Institute for integrative nutrition
Leadership Excellence Award — Junior League of Greenwich
THANK YOU
contact: jacqui bongiovani
email: jacquibongiovani@gmail.com