Fractional brand leadership · Beauty and wellness
Senior brand leadership, without the full-time hire.
Fractional brand leadership for beauty and wellness companies. I join your team part-time as the senior brand lead: deciding the story your brand tells, setting the strategy behind it, and shaping the launches and experiences that bring it to life.
¶ 01 · What I notice
Most growing brands have marketing, but no one leading it.
The product is good. The team is talented. The agencies are busy. But no one senior is holding the whole picture, so every channel tells a slightly different story: the PDP, the ingredient page, the creator brief, the retail sell-in deck, the launch post.
Customers carry one message home. When you don't choose it, they choose for you. It shows up as a hero product that keeps ending up on discount, subscribers who don't stay, creators who each describe you differently, and a shelf where you look like everyone beside you.
In wellness, it often sounds like a list of ingredients and benefits. Your customer is asking a simpler question: is this for someone like me?
A full-time CBO is a big commitment before you know exactly what the role needs to be. Fractional leadership gives you senior brand judgment now, sized for where the business is today.
¶ 02 · Work with me
Three ways to work together. Most brands start with a fractional engagement.
Start here
Fractional brand lead
I join your team a few days a month to own the big picture: the brand story, the strategy and the moments that matter most. Your team and partners carry it out, with one clear direction.
Brand positioning · marketing strategy · launch and campaign concepts · events and experiences
For founders and CEOs who need a brand leader before they need a full-time one
Monthly retainer
A focused first step
Positioning Sprint
We decide the one line your brand stands on, then test it against the shelf, the creator brief and the launch calendar. You leave with language your whole team can say out loud.
Positioning line · story architecture · message hierarchy by channel · a working session with your team
For brands that want the story settled before bringing in ongoing support
Fixed scope · Three weeks
For teams
Story workshops
A working session for brand, social and creator teams, built on your real briefs and your real launches. We find where the story drifts and agree how to keep it.
For brand teams, agencies and creator platforms that want to teach their clients
Half day or full day
¶ 03 · How we work
I work like part of your team, not an outside agency.
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01
Listen and audit
I meet your team, read what you've already made and look at how you show up in culture, not only on your own channels.
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02
Set the plan
We agree on priorities for the next quarter: what to push, what to pause and who owns what. Your agencies and creators get one clear direction.
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03
Lead the story
I stay on as your brand lead, a few days a month. I shape the launches, campaigns and experiences that carry the story, and keep everyone telling it the same way.
¶ 04 · About
A decade on the brand side.
I'm Saba Bokhari. I spent ten years at L'Oréal, most recently as a director overseeing social, influencer partnerships and PR for Pureology and Mizani, with retail across Sephora, Ulta, Amazon and direct.
I learned how a brand runs behind the scenes, and worked alongside talented brand, retail and agency teams. I saw how much a clear story matters: to the creators who share it, the partners who sell it and the customers who choose it.
I also founded On Sabatical™, a wellness event series where I work with wellness brands on sponsorships and gifting. And I'm training as a Pilates instructor with Balanced Body. So I know the wellness customer firsthand, as a partner, a practitioner and a customer.
Now I work with beauty and wellness founders and brand teams as a fractional brand lead: setting the strategy, steering the people who carry it out, and making sure the brand says one thing wherever people meet it.
Ten years at L'Oréal · Founder, on sabatical™ · MBA, NYU Stern · BS, FASHION INSTITUTE OF TECHNOLOGY
Start with a conversation.
A thirty-minute call to talk through your brand, your team and what you need next.