lorox Compostable Wipes Launch & eCommerce Expansion

Led the multi-phase launch of Clorox Compostable Wipes — from whitespace identification and brand platform development to in-store and online commercialization. Positioned the line to compete in the ‘natural’ cleaning space, backed by insights, claims, and a strong shopper narrative across channels. I owned the end-to-end strategy, including pricing, positioning, claims, packaging, PDPs, media plans, and the creative development and launch of the campaign.

Results:

• Achieved #1 velocity at Target post-launch

• Drove $300K+ in Y1 sales for the eCommerce-specific SIOC version

• Delivered +12% sales lift during the Spring Cleaning Pulse Period

• Paved the way for Clorox’s “Free & Clean” platform, proving the brand could credibly stretch into the natural space

This launch wasn’t just a product win — it was a strategic milestone that redefined what Clorox could stand for in the future of cleaning.