developed a creator-led growth strategy positioning grace ann ryu as a high-impact partner to drive adoption and retention for alo wellness club. grounded in behavioral alignment, the strategy reframes creator marketing from awareness to habit formation, identifying grace’s routine-based content as a natural entry point for integrating wellness into daily life. the proposal highlights a key white space for alo, expanding beyond performance fitness into mental wellness, recovery, and sustainable routines.

designed a dual-model partnership system combining a high-intensity campaign moment with an always-on integration approach. outlined full go-to-market execution including content strategy, platform roles, pricing, usage rights, and performance metrics tied to retention and lifetime value. the work positions creator partnerships as a scalable acquisition channel, built to convert engaged audiences into consistent users rather than one-time downloads.