in rare formISABEL ROA / BRAND & GROWTH

Your move
from strategy
to action.

Agency-level expertiseBuilt around your project

Let’s talk

Your goals. The right scope. No retainer required.

Isabel Roa beside a Radford sports car at the racetrack
Based in Southern California.
Available for remote collaboration and on-site project support.
BRAND STRATEGYSALES & MARKETINGPARTNERSHIPSBUILT AROUND YOU

01 / HOW I HELP

I help businesses find their next move and make it happen. Whether you’re reaching a new audience, launching something new or looking for a fresh direction, I connect brand strategy, sales, marketing and partnerships to build a practical plan and bring it to life.

What does your
business need next?

(01)

A clearer
brand.

Define what makes you different and give your team a shared direction.

  • Brand foundations & positioning
  • Vision, voice & messaging
  • Audience & community strategy
(02)

A plan to
launch or grow.

Connect sales and marketing to reach customers and move the business forward.

  • Go-to-market planning
  • Integrated campaigns
  • Retail strategy & activation
(03)

The right
partnerships.

Find the opportunity, develop the pitch and carry the collaboration through.

  • Partner identification & outreach
  • Brand collaborations
  • Experiences & launch support
02 / SELECTED WORKA few ways I’ve helped brands move forward.Explore projects

Different brands.
Forward motion.

The black and gold Radford Type 62-2 Hot Wheels collectibleRADFORD × HOT WHEELS
INTEGRATED CAMPAIGNS / PARTNERSHIPS / BRAND EXTENSION01

From underdog win
to sold-out collectible.

In just three months, Radford built a race car valued at $1.2 million and went on to win its class at the Pikes Peak International Hill Climb. I led the campaign that amplified that underdog story through 100+ earned media placements, then initiated the Hot Wheels collaboration that turned the car into a sold-out collectible.

Explore the project

The opportunity

Build on the Pikes Peak International Hill Climb as a tentpole brand moment, extending its momentum into the collector market through a culturally influential partner.

What I led

Led partnership strategy, contract negotiations and the contracting process. Identified Hot Wheels, initiated outreach, brought Mobil 1 into the collaboration and worked with Mattel on product approvals, brand alignment and storytelling. Led connected media campaigns and partner amplification across the Pikes Peak International Hill Climb, Mobil 1 and Hot Wheels, including launch content and rollout across platforms.

The outcome

A sold-out limited-edition release that carried the Radford story beyond the original campaign.

A smiling woman holding colorful Bev cans against a pink backgroundBEV
RETAIL GROWTH / SALES & MARKETING02

From local brand
to national shelves.

Helped scale Bev regionally, statewide and nationally by developing market-specific programs that connected retail expansion with consumer demand. Aligned distributor relationships, seasonal initiatives and brand marketing to drive sell-through revenue and grow the brand’s audience.

Explore the project

The challenge

Help a challenger wine brand grow in a competitive category while keeping its bold, inclusive identity consistent.

What I led

Retail rollout and relationships across accounts including Target, BevMo, Total Wine, Safeway and 7-Eleven. Developed market-specific distributor and field programs that supported sell-in, sell-through and seasonal initiatives as Bev grew regionally, statewide and nationally.

The contribution

Helped launch Bev in 80+ Target stores across California, securing eye-level shelf placement and endcaps within 90 days of rollout. Connected sales, creative and marketing to deliver a consistent brand experience that supported retail visibility and consumer adoption.

A golden baseball beside home plate with orange trees framing a baseball field at sunsetFriends EverywhereOCBC
GO-TO-MARKET / BRAND STRATEGY03

OCBC: strategy for
a new team.

An agency project with Friends Everywhere. I led go-to-market strategy, vision, voice and brand DNA. I collaborated with Friends Everywhere on brand foundations, naming and positioning.

Explore the project

The opportunity

Establish the foundations of a new team’s identity and its connection to the local community.

My role: Lead, Go-to-Market Strategy

I led go-to-market strategy, vision, voice and brand DNA. I collaborated with Friends Everywhere on brand foundations, naming and positioning.

In progress

This is an ongoing engagement. The team’s name and identity remain confidential as development continues.

DIFFERENT CHALLENGES. BROADER EXPERIENCE.

From heritage brands to new audiences.

04Radford MotorsIntegrated campaigns & luxury experiences

Turning a race into a brand-building campaign.

With 90 days until the Pikes Peak International Hill Climb, I led an integrated campaign connecting product storytelling, PR, social content, partnerships and on-the-ground activation. The work included collaborations with Mobil 1 and Yokohama, a co-produced video series, documentary production oversight and a sold-out merchandise launch.

The campaign secured 100+ earned media placements, including Top Gear, MotorTrend and Robb Report.

Extending the momentum: Robb Report & F1 Las Vegas

Built on the successful Pikes Peak campaign to turn one extraordinary car into a broader platform for brand visibility and sales. Through the Robb Report partnership, its Ultimate Gift Guide and the House of Robb activation during F1 Las Vegas, I brought Radford to an influential audience of collectors, prospective buyers and industry partners.

The work extended beyond the sale of a single car, supporting wider sales opportunities for the company, expanding its brand presence and strengthening its credibility within the automotive industry.

Campaign strategyPartnershipsExperience development
05William Grant & SonsNew audiences for heritage brands

Helping heritage brands find their next audience.

Drams for Dames

Created a Women and Whisky series as a safe, welcoming place for women to socialize, network and explore exceptional Whisky. Developed both the customer journey and staff education and support for restaurants and hotels. After demonstrating success in Southern California, the program expanded nationally and earned the 2015 Stand Fast “Be Entrepreneurial” Award.

Hendrick’s Gin — Making gin a fresh discovery

As part of the California team, I helped grow Hendrick’s Gin’s presence and played a leadership role in renewing interest in a category that had spent decades out of the spotlight. Through creative distributor programs, bartender education and distinctive consumer and experiential events, I helped make the brand relevant to new audiences and give gin a renewed place in cocktail culture.

Audience developmentCommunityMarket activation
06Young’s MarketBrand strategy meets field sales

Connecting brand ambition with sales execution.

Brand Development Manager, Alliance Brands · 2009–2012

As Brand Development Manager for Alliance Brands in San Diego, managed 45 sales representatives supporting a portfolio that included Bacardi USA, Brown-Forman and Rémy Cointreau.

Developed local integrated brand programs, built customer relationships and aligned sales teams with supplier priorities. Named Brand Development Manager of the Year in 2010 and 2011.

Sales leadershipPortfolio growthLocal market activation

03 / THE RIGHT PEOPLE, FOR THE RIGHT PROJECT

Big expertise.
Your-sized team.

You don’t need an ‘agency of record’ to access experienced brand, marketing and creative leadership.

Work with me on a defined challenge, with a scope shaped around your goals. A clear brief, the right people and a shared ambition, without an ongoing agency commitment.

MY AGENCY PARTNER

Friends Everywhere Friends Everywhere

When a project calls for additional capacity or specialist expertise, I bring in Friends Everywhere. Together, we can support creative operations, brand identity and guidelines, integrated campaigns, community initiatives and content production.

Meet Friends Everywhere
Izzy developing ideas on a strategy whiteboard
A conversation can turn “now what?” into a plan.

04 / THE PERSON BEHIND IN RARE FORM

Hi, I’m Izzy.
I connect the dots.......

Between a brand and its next audience. Between a good idea and the people who can make it happen.

My experience spans consumer brands, spirits, automotive and sports. I’ve led brand campaigns, developed partnerships, supported national retail expansion and built programs that grew from local initiatives into national rollouts.

Through In Rare Form, I bring that experience to businesses with a challenge to solve or an opportunity to pursue. I show up with curiosity, energy and respect for the people doing the work.

Connect on LinkedIn

Let’s make your
next move happen.

Start with one project.Support tailored to what you need,With no retainer or agency of record commitment.

Get in touch