OBJECTIVE
Drawing from my experience at CASE, I co-founded Malabar in June 2024 with two partners to create a 100% organic fragrance line. This venture required a hands-on approach to every aspect of the business, from validating the product concept to executing a full brand strategy and digital presence.

MY ROLE
As a co-founder, I’ve been deeply involved in all facets of the business, including:

• Market Analysis: Conducted competitive research to ensure our product meets market demands and aligns with consumer expectations.

• Brand Strategy: Defined Malabar’s unique positioning, naming, and visual identity to stand out in the competitive fragrance category.

• Product Development: Collaborated on ingredient sourcing, packaging design, and pricing strategy to create a premium fragrance line targeted to Gen Z.

• Digital Marketing: Designed and launched a Shopify e-commerce site, manage e-commerce sales, craft social media content, and develop strategies to drive engagement and sales.

PROJECT ACHIEVEMENTS
Launching Malabar has been an unparalleled learning experience. Key takeaways include:

• Team Collaboration: Mastering effective communication with partners, particularly when working remotely, to maintain alignment and productivity.

• Product Positioning: Understanding the nuances of crafting a product and brand compelling enough to inspire consumer trust and drive purchases in a highly crowded and competitive category.

• Entrepreneurial Resilience: Adapting to challenges and embracing a growth mindset to navigate the complexities of launching a brand.

• Accolades: Malabar recently won the coveted “judges choice” award and was granted $1,500 in seed capital by my business school’s entrepreneurial institute.