ParallelPlay
Parallel Play is a brand strategy firm that helps ideas go from zero to one—and then from one to one hundred. We specialize in building early-stage momentum and scaling cultural relevance through partnerships, positioning, and creative strategy. The name comes from how we work: running plays in parallel with AI-powered toolkits to supercharge execution.
About Barr
I cut my teeth as the first hire at Ruby, the cult-favorite CPG company where I built the brand from its earliest days into a breakout name. I led strategic collaborations with partners across the spectrum—from high-velocity retailers like Erewhon, to local cultural anchors like Public Records, and global platforms like Cash App.
My focus is helping brands grow with cultural intelligence and operational clarity. That means identifying white space and building what doesn’t exist yet—whether it’s a partnership playbook that unlocks new audiences, a content format that turns brand affinity into community, or a customer acquisition strategy that meets users where they are and brings them into the fold.
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Director of Brand Marketing
Scaled reach through culture-first partnerships. Co-created limited-edition drops with Cash App & Public Records that sold out in hours and earned 12M+ earned media impressions.
Cracked top-tier retail. Spearheaded the roadmap that landed Ruby in Whole Foods nationwide, Erewhon in LA, and minibars at The Four Seasons New York—vaulting us from regional shelves to A-list stockists in <12 months.
Built brand equity beyond just buzz. Refreshed positioning & visual identity, driving a 3× lift in unaided awareness and setting the stage for succesful fundraising.
Strategic Partnerships & Special Projects
Started as a pandemic-era newsletter, Perfectly Imperfect has evolved into a next-generation social platform with pi.fyi, a fast-growing social network built around recommendations and user-generated content.
From zero to six-figure engine. I designed and launched a partnership playbook that generated $300K+ in incremental revenue within 6 months, while accelerating user acquistion.
Built new content vertical. I developed our Guide concept—editorial formats like Guides to Magazines and Guides to Nostalgia—to bring newness and structure to our content mix. These have become a fresh runway for partnerships and a sticky, repeatable format that drive both engagement and revenue.
Negotiated multi-touch packages (newsletter + social + experiential) that deliver an average 4.6× ROAS for partners while keeping PI’s voice radically authentic.
Social Content & Brand Partnerships
Basta is a white-label auction platform helping emerging brands unlock new revenue streams through curated drops and limited-edition releases. I built the content and sales engine that brings that promise to life—and turns curiosity into conversion.
Full-funnel content machine. From thought-leadership essays to snackable social clips, I created an always-on pipeline that positions Basta as the go-to auction partner for next-gen brands.
Client pitching. I built interactive Figma-to-web prototypes that let prospects click through their own branded auction experience—shrinking sales cycles from weeks to days.
Strategic Partnerships & Activations
Spencer’s launched in September 2024 as a new kind of spa—one that blends intuitive treatments with a retail experience rooted in discovery and self-expression. As the brand expands across New York and Los Angeles, I lead brand and partnership strategy to grow Spencer’s ancillary revenue streams and expand its cultural footprint.
From cult beauty to unexpected collabs. I source and structure relationships that bring fresh energy to the spa—curating a constellation of brands that feel aligned, elevated, and deeply personal.
Growth through experience. I develop multi-channel brand activations (in-spa, digital, IRL) that turn a treatment into a touchpoint and a product into a conversation starter.
APPEAR HERE x
BODE
U.S. Partnerships Lead
Back in 2019—before Bode became a household name—I spearheaded a collaboration between the brand and my then-employer, Appear Here, bringing together Bode’s heirloom storytelling with Appear Here’s network of high-impact retail spaces.
Timed to Art Basel 2019, the activation was an early bet on a then-emerging label—and a proof of concept for how experiential retail could build cultural momentum. I helped shape the concept, structure the partnership, and deliver a launch that felt both intimate and influential while driving success across key metrics for Appear Here in a hyper-competitive market.