As a founder of Sense Of Self (SOS) bathhouse, I led market research and positioning, concept and customer development, customer experience and sensory touchpoints, as well as go-to-market and growth strategy. SOS positioned itself as a “challenger” brand in the wellness category by employing bold imagery and inclusive design, which attracted new customer segments to the day spa.

In my role, I did a lot of advocacy and press around bathing culture, empathic design, and body acceptance, which you can see below or on the following page.

Vogue Living | “Inside the Melbourne bathhouse set to launch a wellness revolution”

The Guardian | “The allure of communal bathing”

In Bed | “A Beautiful Approach to Bathing at Sense of Self”