I’m Candice Bee, a
marketing strategist based in New York.
Brand and agency teams bring me in when the story has to hold up and the campaign still has to work. That can mean shaping patient education before it enters review, fixing a creator or affiliate program that is not converting, helping a consumer brand decide who can credibly explain the product, or building a partnership offer that people inside the organization can sell and support.
I help teams make the decisions that determine whether the campaign or program can be understood, trusted, approved, funded, and used.
My background
I’ve shaped creator, affiliate, ambassador, expert, patient, advocacy, retail, community, and corporate partnership programs across healthcare, consumer health, clinical beauty, premium consumer, nonprofit, and agency teams.
My experience spans founder-led, agency, embedded, fractional, in-house, and independent roles. That includes work connected to Pfizer, Motrin, Kimberly-Clark, Organon, Thinx, Caraway, Ford, Aerie, Nordstrom, Macy’s, Dermstore, Sephora, Kohl’s, PERIOD, and others.
Attribution matters to me, especially when the campaign or program is sensitive. Some work is named publicly. Other cases stay intentionally anonymous.
How I think
I start by asking what needs to change.
What does the audience need to do, understand, or believe?
Who already has their trust?
What is each partner responsible for changing?
What can each source credibly carry?
What does the campaign or program need to prove?
What has to hold up across the offer, claims, review path, and investment?
Those answers shape the partner plan, brief, investment, creative direction, review path, and measurement.
What is influencing people, and what that changes about the work.
WIP is where I write about what is influencing people and what that changes about marketing strategy, creators, affiliates, platforms, casting, claims, review, partner roles, and campaign decisions.
Bring me in to help with your work.
I support campaign and program strategy, workshops, speaking, pitch support, and agency partnerships across healthcare, DTC, retail, consumer health, beauty, wellness, advocacy, and other high-consideration categories.