Shroomwell — Chief Marketing Officer
Built the marketing division for a mycotechnology wellness brand.
- C-suite
- Consumer wellness
- Brand
- Launches
Led marketing for Shroomwell, a wellness company working with medicinal mushrooms and mycotechnology. Built a net-new marketing division and ran it.
What I owned
Brand strategy & positioning
The brand narrative for Shroomwell's products and what makes them different.
Product marketing
Launches of mushroom-based products, including Shiitake extract, Reishi and Chaga elixirs and wellness capsules.
Digital & social
Digital campaigns and social media to carry the message further.
PR & communications
Public image, media coverage and relationships with influencers and experts in the space.
Content
Informative content to make Shroomwell a credible voice in mycology and wellness.
Research & team
Market and competitor analysis, and building a cohesive marketing team.
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, based in Tallinn. Shroomwell is a wellness company working with medicinal mushrooms and mycotechnology. He built a net-new marketing division there and ran it. He owned brand strategy and positioning: the brand narrative for Shroomwell's products and what makes them different. He led product marketing for launches of mushroom-based products, including Shiitake extract, Reishi and Chaga elixirs and wellness capsules. He also ran digital campaigns and social media, PR and communications (public image, media coverage and relationships with influencers and experts in the space), and content to make Shroomwell a credible voice in mycology and wellness. Market and competitor analysis and building a cohesive marketing team were part of the job too. The role sits between co-founding Hive Identity and leading marketing and sales for Cynoia.