Tru, Director of Marketing
Since 2022, Phillips has served as the Director of Marketing for VC-backed beverage startup, Tru (@drinktru, drinktru.com).
From August 2022-2023, she managed Tru’s online sales channels, including Amazon, drinktru.com and the corresponding marketing channels Google Ads, Meta Ads, Amazon PPC, TikTok and Instacart. During her time working on Amazon, the online marketplace became the brand’s #1 retailer, with sales doubling, maintaining a consistent ROAS.
She worked directly with the CEO and founder, developing the brand’s positioning and leading activation in the New York City Market. Phillips also worked with the CFO to set the budget allocation, and present strategy to Tru’s board of advisors.
Since August of 2023, Phillips has shifted away from online sales and focuses primarily on building the brand and penetrating the New York City market. She has initiated partnerships with big players in the better-for-you space, including LifeTime Fitness, Equinox and Vuori.
Role Result Highlights
2X'd Amazon Sales, led paid advertising initiatives
Launched the brand in the New York City Market
Cultivated strategic partnerships in the better-for-you space, despite a limited budget, collaborating with brands including Vuori, Equinox, New York Fashion Week, EleVen by Venus Williams and notable wellness influencers
Conducted weekly reporting on Online Revenue and other KPIs, presenting quarterly to the board
The enhanced sparkling water brand now plays in the fashion meets fitness space and has been spotted at New York Fashion Week events, in influencers’ hands and at pop ups all over Manhattan.
The brand recently began working with distributor Pepsi NY and can be found in CVS, Walmart, Wegmanns, and Targets across the country.