Built ALINA from a stalled prototype into a launch-ready brand, combining end-to-end marketing leadership with COO-level execution in operations, product, and fulfillment.
Key Results
1,300 units
delivered globally
$2M
managed with discipline
100+
branded assets created
When I joined Solenica, a new private investor had just come on board with three clear mandates:
- Make the product manufacturable at scale
- Deliver the crowdfunded units (beta)
- Prepare for a global launch
Over the following three years I led the transformation of CAIA into ALINA – The Smart Solar Reflector, building the brand from scratch and taking the product from prototype to readiness. I orchestrated the rebrand and launch toolkit, secured certifications, set up manufacturing and fulfillment across three continents, and personally shouldered difficult decisions to maintain customer trust through a challenging beta rollout. Despite external headwinds and legacy constraints, the outcome was a complete brand and e-commerce ecosystem, a functioning supply chain, and the successful delivery of 1,300 units worldwide — laying the foundation for scale.
Brand Book
Product Photoshoot
Lifestyle
Product
Full
Detail
Accessories
Brand Video
Product Video
How To Video
How To Animation (Website embed)
Instagram Profile
Illustrations
User Manual
View ALINA User Manual Full copy.pdf ↗
So What?
ALINA was my first true COO experience — a crash course in building, leading, and delivering under pressure.
The Solenica experience was transformative for me. While investor relations remained with the founder, I was responsible for virtually everything else: supply chain, certifications, fulfillment, customer engagement, and critically, the branding and marketing strategy that repositioned CAIA into ALINA.
This was the first time I had full ownership of a company and the brand creation and go-to-market toolkit. It was also my first true COO experience — in practice, I was operating as CEO, leading by example and solving challenges that were all new to me.
The context was unforgiving: a hostile community, a fragile MVP, flawed inherited decisions, and the global supply chain crisis. Yet I took the company to the “go” line: a launch-ready product, a premium brand, and a complete global supply chain. Three weeks before launch, funding was pulled for reasons outside the business.
To the outside world, the project failed. But to me, ALINA represents something else:
- Proof of resilience: I faced new, uncomfortable challenges constantly — when I mastered one, it was time to tackle the next.
- Breadth of capability: From marketing to operations, finance, compliance, and customer care, I delivered across disciplines.
- Strategic clarity: I recognized the mistakes that set the project up to fail, and still built a structure that could have scaled with the right long-term support.
This case study is not about a company that never launched. It’s about what I built along the way — a brand, a product, a supply chain, and a set of leadership skills that continue to define how I approach every challenge: with discipline, creativity, and the drive to deliver.