Marketing leadership for consumer health, beauty and lifestyle brands

Crowded shelves, crowded feeds. The brand has to stand for something.

Consumer brands in health, beauty and lifestyle fight for attention in the noisiest markets there are. Features and ingredients do not win that fight. A brand people recognize and believe in does.

I help founders and leadership teams define what the brand stands for, build the identity and the story around it, and run the content and campaigns that make people remember you. Strategy first, then the creative.

As a Fractional CMO for consumer health, beauty and lifestyle brands, I work with founders on the decision underneath everything else: what does this brand believe, and who is it for? The strongest brands in these categories do not sell products. They sell a belief system, and the product is how you join. Once that is clear, the identity, the content and the campaigns all have something to express.

Shoppers now ask AI assistants for recommendations the way they used to ask a friend, and the assistants name brands whose positioning and pages are clear. Being recognizable, specific and consistent across the site, the social channels and the retail listing is what gets a consumer brand remembered by people and cited by machines.

Brand identity, web design and development, content, SEO and AI search visibility, demand generation, campaigns, marketing technology and creative production all sit inside SliiceXR. One strategic relationship with me, and the resources to execute.

What Our Customers Say

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★★★★★
Catherine has been a core part of LifeActive Bio for the past five years. From the beginning, I was impressed by her trustworthiness, creativity, discipline, and exceptional marketing expertise. She has brought strategic thinking and original ideas to our PR, marketing, campaign strategy, channel development, and client initiatives, with a unique ability to see challenges from multiple dimensions. Catherine is one of the most professional marketing visionaries I’ve encountered, and her creativity is beyond compare. Her passion for art is reflected in the originality she brings to everything she does. Catherine is an incredibly valued member of our team.
Dex Morris, Founder and CEO at LifeActive Bio· Client testimonial
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★★★★★
Catherine built my website, then rebuilt it as my consulting thesis sharpened. Each time, she turned a moving target into a brand that showcases my work. She has a gift for taking an idea I only half articulate and giving it a clear, modern, confident form. What I did not expect was how much I would enjoy the process: she is generous with her talent, quick to champion my success as if it were her own, and somewhere along the way she went from collaborator to friend. Working with Catherine is one of the easiest and happiest yeses in my business.
Sarah Marshall, Founder and CEO at Operations Architect· Client testimonial
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★★★★★
Catherine and the Team at SliiceXR are excellent to work with. They took the time to understand our needs, and execute our vision. Their constant support and patience in designing and adjusting a website that works for both our customers and employees has helped transform our business.
Andy Zafiropoulos, LibertyCFS· Client testimonial
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★★★★★
Catherine was instrumental in establishing our website. Of greater import, she greatly aided us in gaining market awareness and capitalizing on the market recognition we already had. Besides the website, Catherine hosted a weekly podcast wherein we shared our views and insights regarding significant developments in our industry and their short- and long-term implications for our business and our clients.
Joshua Barone, Principal Wealth Manager at Savvy· LinkedIn recommendation
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★★★★★
I consider myself very fortunate to work with Catherine Oaks over the past few months. Catherine is unique in her ability to develop effective marketing strategies and a roadmap to get you there. Catherine is extremely professional and yet very personable and easy to work with. She personally goes the extra mile to work through issues that may crop up and she does not quit until a solution is found and implemented.
Scott M. Cutler, Operations and Supply Chain Leader· LinkedIn recommendation
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★★★★★
I needed a website that captured me: a wicked combination of high energy, fun, and function. Catherine nailed it! LizGoodgold.com is crystal clear in its messaging and target thanks to Sliice Marketing; she bit into this project whole-heartedly and delivered. When you're ready for your website makeover, call Catherine!
Liz Goodgold, Brand and Growth Strategist· LinkedIn recommendation

How we help Consumer Health, Beauty and Lifestyle

Brand Identity
This is what a full brand identity looks like for your business. Not a logo. A system your team can use every day.
Content
The full answer on what articles, pages and thought leadership look like for a consumer health, beauty and lifestyle brand.
Web Design and Development
Your health, beauty or lifestyle brand deserves a website that builds trust and drives sales. Here's what that looks like, and how it gets built.
Marketing Technology
Your brand sells a belief system, not just a product. Here's how CRM and marketing automation help you build recognition and see what's working.
SEO
You want to show up where buyers ask for recommendations, on Google and in AI assistants. Here is how SEO works for a consumer health, beauty or lifestyle brand.
Digital Campaigns
You lead a consumer health, beauty or lifestyle brand. Here is how digital campaigns build the belief that turns strangers into customers.
Creative Production
What design, video, and sales materials look like when your brand has one voice across every customer touchpoint.
Demand Generation
For leaders who know features don't win. You need a brand people recognize and trust, then campaigns that turn that into real demand.

Common situations for Consumer Health, Beauty and Lifestyle

Specific situations we go deeper on for Consumer Health, Beauty and Lifestyle. Tap one to see the full answer.

Web Design and Development
Why your website is not generating leads
Web Design and Development
Your website sounds like your competitors
Content
Does content marketing work for B2B
Content
What a CEO should post on LinkedIn
SEO
How to show up in ChatGPT answers
Creative Production
What an investor pitch deck should include
Digital Campaigns
Why your marketing campaign is not working
Marketing Technology
Do we need a CRM
Brand Identity
Brand identity vs a logo
Brand Identity
Why rebrands fail
Brand Identity
When to rebrand a company
Web Design and Development
How often a company should redesign its website
Book a conversation with Catherine

Recent Articles

Sep 22, 2026
The Only 4 Reasons a Construction Company Should Make a Corporate Video
Everyone says you need a corporate video. But most of them go unwatched. The real question isn't whether to make one, it's whether you have a story worth telling. Here's when video actually matters for construction companies.
Read more →
Sep 20, 2026
Why Your Banking Leads Aren't Qualified: The Real Problem Isn't Lead Volume
Marketing celebrates the lead count. Sales says none of them are real. The problem isn't that you're generating too few leads, it's that you haven't agreed on what a qualified lead actually is, and your positioning is too broad to attract the right ones.
Read more →
Sep 20, 2026
Why Your Marketing Looks Like Everyone Else's, And How to Fix It
Your website sounds like your competitors. Your marketing activity isn't connected to a clear strategy. You're spending money without seeing real business impact. This isn't a campaign problem, it's a leadership problem.
Read more →
Sep 20, 2026
Why Biotech Rebrands Fail: The Research, The Mistakes, And What Works Instead
Your new logo looks great. Your website is polished. But nobody remembers who you are or what you do differently. Biotech rebrands fail for predictable reasons, and they're fixable if you know what to avoid.
Read more →
Sep 20, 2026
Your Business Evolved Faster Than Your Brand, Here's Why That Matters
Your company is doing a lot of marketing. But is it working? Most B2B and professional services companies face a common problem: rapid business evolution without corresponding brand and marketing strategy. The result is scattered activity, wasted budgets, and generic messaging.
Read more →
Sep 20, 2026
Your Marketing Budget Is Hemorrhaging Money. Here's Why Strategy Comes First.
You're spending on marketing. Your website sounds like everyone else's. Your campaigns aren't moving the needle. The problem isn't your budget, it's that you're executing without a strategy. Here's what actually works.
Read more →

Frequently asked questions

Our product is better. Why is the brand not growing?

Because better is not a position. A brand grows when people recognize it and believe in what it stands for. Decide that first, then the product has a story to live inside.

What does a Fractional CMO do for a consumer brand?

Sits with the founders, sets what the brand stands for and who it is for, and directs the identity, content and campaigns so they all express the same idea.

How do consumer brands get recommended by AI assistants?

Clear positioning, consistent pages and a specific audience. Assistants name brands whose sites say plainly what they are and who they are for.

Do you run the social and the campaigns?

My SliiceXR team runs them. I set the strategy and keep every channel on the same message.