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Plunge makes premium cold plunges and saunas for peak performance and recovery — the cold-exposure and contrast-therapy products that anchor the recovery routines of pro athletes, biohackers, and a fast-growing wellness audience. I joined as Senior Vice President of Marketing in June 2025, brought in to lead the brand through its biggest year yet: a flagship product launch, a team rebuild, and a push to the company's first EBITDA-positive half-year.
The mandate spanned the full marketing stack: rebuild the team across growth, partnerships, content, and creative; redesign the brand's digital surface area — Instagram, ad library, lifecycle email, and the product detail pages people land on from paid media; and ship the flagship launch on time, on quality, on budget. All while keeping the unit economics aligned with the company's path to profitability.
I redesigned the brand's customer-facing digital presence end to end — a refreshed Instagram feed strategy, a more disciplined ad creative library, sharper lifecycle email flows, and rebuilt product detail pages tuned for paid acquisition. The work tightened conversion across the funnel and gave the brand a more cohesive visual identity across every channel.
I led the launch of Plunge's flagship product — which went on to win Men's Health 2026 Best Cold Plunge — and rebuilt the marketing team from the ground up across growth, partnerships, content, and creative production. Each function was staffed with senior in-house operators rather than agencies, giving the brand the speed and brand consistency it needed for a hardware launch year.
The combined work drove $55M in revenue in 2025 and delivered the company's first half-year of positive EBITDA at $2.4M — proof that growth and operational discipline can compound in the same year rather than trade off against each other.