Shroomwell — Chief Marketing Officer
Built the marketing division for a mycotechnology wellness brand.
- C-suite
- Consumer wellness
- Brand
- Launches
- Full-time
Led marketing for Shroomwell, a wellness company working with medicinal mushrooms and mycotechnology. Built the marketing division from scratch and ran it.
Full-time, on-site in Tallinn, Estonia: 09/2023 – 04/2024 (8 months).
In my own words
I was Chief Marketing Officer at Shroomwell from 09/2023 to 04/2024, full-time in Tallinn. I built the marketing division from scratch and led the team: brand, product launches, PR and content. The launches included Shiitake Extract and the Reishi and Chaga elixirs.
What I did
Brand strategy & positioning
Crafted and executed a brand narrative that articulated the unique benefits of Shroomwell's products, fostering consumer engagement and loyalty.
Product marketing
Oversaw the development and launch of mushroom-infused products, including Shiitake Extract, Reishi and Chaga elixirs, wellness capsules, and more, making sure they resonated with our target audience.
Digital marketing & social media
Ran the digital marketing campaigns and the social media channels for the brand.
Public relations & communications
Managed our public image and reputation, developed relationships with influencers and experts in the industry, and drove positive media coverage.
Content creation
Led the content for the brand, on mycology and wellness.
Market research & competitive analysis
Analyzed market trends and deepened our understanding of consumer behavior, to make data-driven decisions that moved the company towards growth.
Team development & collaboration
Nurtured and grew a cohesive marketing team, fostering cross-functional partnerships and fuelling innovation.
What guided it
Guided by our commitment to the "Forest Revolution," I worked as CMO to transform the way people perceive and value the mycelium universe, toward a healthier, more sustainable future for all.
Where it fits
Between co-founding Hive Identity (05/2021 – 05/2023) and leading marketing and sales for Cynoia (09/2024 – 03/2026). Part of the C-suite and co-founder years, 2021 – 2026: owning the whole funnel.
What was Felipe's role at Shroomwell?
Felipe was Chief Marketing Officer at Shroomwell from 09/2023 to 04/2024 (8 months), full-time and on-site in Tallinn, Estonia. Shroomwell is a wellness company working with medicinal mushrooms and mycotechnology. He built the marketing division there from scratch and ran it, leading the team. He was responsible for brand strategy and positioning; product marketing for the development and launch of mushroom-infused products, including Shiitake Extract, Reishi and Chaga elixirs and wellness capsules; digital marketing and social media; public relations and communications, including relationships with influencers and experts in the industry; content on mycology and wellness; market research and competitive analysis; and growing a cohesive marketing team. The role sits between co-founding Hive Identity and leading marketing and sales for Cynoia.