Scaling a category with consumer headphones

Grew the organic audience from 8K Kickstarter backers to 750K fans

Nuraphone ⊹ Nura (acquired by Denon) ⊹ 2017-2019

A high-end reimagining of the headphone, built on a scientific hearing test that introduced ‘personalised sound’ to the consumer market — with a single-line answer to the hardest question in the brief: where do you even start telling this story? The feeling of listening.

How to get market share in a dominated space? By finding the fans who'd pay 20% more for something genuinely different.

Reporting to the founding CEO and working closely with the Creative Director, I owned every customer-facing touchpoint end-to-end as Nura scaled up with Series A and B funding — social, content, editorial, influencer outreach, events, localised & executive PR, website backend, shipping logistics, customer support — and a Record Store Day campaign built around the world's first vinyl optimised for headphone listening, sold in 16 stores worldwide.