I work independently with select businesses and brands as an embedded brand and GTM strategist, growth partner, or fractional marketing leader, bringing 15+ years of experience as a brand operator, marketing leader, and GM across Fortune 500s, venture-backed startups, and high-growth consumer companies.
My work spans consumer goods, beverage alcohol, tech, media, and entertainment categories. I’ve run priority brands within Fortune 500 corporations, advised venture-backed startups, held strategic residencies within founder-led businesses, and co-founded an award-winning digital brand and content marketing platform.
I help businesses and brands - and the people behind them - define their difference, move with purpose, and drive results.
Whether scaling high-growth premium lifestyle brands, repositioning and revitalizing iconic mass-market powerhouses, or developing and launching new products, my consumer-led, data-backed strategies help businesses and brands break through, innovate and grow — driving topline performance and unlocking sustainable, profitable growth.
Currently available for fractional leadership engagements and project-based consulting.
Recent Projects include:
• GTM Strategy for DTC Premium/Lifestyle Petcare Brand (Growth Stage): Built full GTM plan for new category launch including acquisition, retention & lifecycle marketing strategies, hero product concepts, and consumer journey mapping.
• Growth Strategy for Wellness/Betterment CPG Brand (Mature Stage): Devised a comprehensive brand and growth plan – including positioning, platform, portfolio/assortment, innovation/NPD, investment, and distribution strategies – to strengthen differentiation, build relevance, and combat private label and new entrants.
• Social Media & Content Strategy for Wellness & Education Mobile Apps (Late Growth Stage): Audited social platforms and developed optimization playbook and insights-led creative content to increase reach (discoverability via algorithm & audience), relevance, engagement, and organic growth. on tactics to increase discoverability and organic growth.
I orient organizations around a sharp, durable center of gravity as they prepare to launch, rapidly scale, transition from viability to durability, pivot positioning, or evolve strategy for their next phase of growth — delivering hands-on leadership and seasoned strategic insight with energy, empathy and confidence.
Through customized consulting and special project support, I fill gaps traditional agency and consulting firms can't or don't with agility, speed and impact.
Bring me a question you need answered or problem you need solved or select from my service list and tailor as needed.
Through next-level skills trainings, ramp up coaching and ongoing mentorship, I prepare and enable rising talent to absorb new responsibilities and take on stretch projects when your team is short staffed, under-resourced or spread thin — setting them up for success while providing a security net to the organization when stakes are high, the learning curve is steep, and support is scarce.
Bringing an arsenal of tools from my career as a brand builder and GM, I work with business leaders to design strategy as an operating system for growth and build brands that resonate, differentiate and endure - from defining a vision, purpose and persona and identifying where to play and how to win, to forecasting and planning with precision, then charting roadmaps and playbooks for the next phase of growth.
From architecture to segmentation, pricing, portfolio strategy, market mapping, and long-range planning, I position businesses and brands to play differently and profitably for the long haul through an integrated set of decisions about who to target and how to win.
For businesses and brands that are resetting or just setting out, I partner to define a vision and shape multi-year business, brand, channel and product strategies that align purpose and positioning with growth objectives, guide decision-making across teams and time horizons, and deliver near-term results while unlocking long-term value.
For those looking to unlock their next phase of growth, I help identify, assess, and prioritize opportunities to expand reach and appeal, drive incrementality with your core buyers, and bringing in new buyers without alienating your loyal customers.
Turning strategy into demand by partnering with cross-functional and creative teams to develop consumer-led, insights-driven storytelling, campaigns, and go-to-market plans that resonate with consumers’ core values, address their tensions and needs, and deliver real value.
Picking up from positioning, I help brands and product-led businesses turn their positioning into something you can see, hear, and feel - and therefore notice and choose again and again.
From culture-shaping campaigns and velocity-driving seasonal trade programs to eye-catching assets and carefully crafted messaging, I build marketing as an ownable, measurable competitive advantage. My work is anchored in insights, shaped for clarity, relevance and meaningful connection, and designed to hold at every touchpoint – increasing awareness, growing relevance, unlocking penetration and driving conversion to deliver immediate results while building equity for long-term success.
Helping performance-driven businesses weave brand into their growth engines to compound impact and build acquisition, retention, and loyalty loops powered not just by spend, but by meaning - without losing momentum or compromising near-term return.
I work with businesses heading toward or facing the crucial inflection point when growth endurance and scale require more than clicks and conversions. By defining their brand foundations and integrating brand strategy into growth and performance systems, I help performance-driven engines reduce CAC, strengthen retention, and increase pricing power - filling and fueling the funnel while building a defensible competitive advantage and market position.
From aligning creative and media with brand positioning, to embedding brand cues into customer journeys, to designing measurement frameworks that capture both equity and efficiency, I ensure businesses unlock the flywheel effect: every dollar spent delivers outsized short-term performance while building enduring long-term equity.
Translating performance data, consumer insights, market research and stakeholder interviews into digestible insights and actionable plans for performing like a category leader and spending like a CFO.
I scrub and scrutinize quantitative and qualitative data to reveal what’s working and what’s not, decide what to do next, and explain how the recommended action (or inaction) will impact the bottom line – whether allocating investment or evaluating creative.
Whether modeling CAC or ROI, assessing campaign performance, interpreting P&L signals, or evaluating and prioritizing customer segments, I work to connect the dots between numbers, behavior, and opportunity to identify and understand the ‘what?’ and ‘why?’ behind each outcome, and build increasingly efficient and effective marketing and trade programs from the learnings.
Creating content that engages, connects and converts, I brief like a strategist, generate ideas like a creative, and lead production with the skill, speed and efficiency of a showrunner – because I've been all three.
Before fully transitioning to brand management, I held creative residencies at several production companies, created one of YouTube’s most successful branded content channels and led development and production for numerous original TV series from end-to-end as writer and producer and the leader and manager of both a creative and a leader of creative teams.
My unique ability to move fluidly between strategy and storytelling gives me an unchallenged advantage: creatives want me in the room because I’ve been one myself. I know how to effectively brief, collaborate with, and deliver feedback that inspires them while ensuring insights are embedded into every decision. The result: ideas that land the first time and campaigns that that move culture and numbers alike with fewer revisions and faster approvals.
From developing the big idea or extending a campaign into seasonal programs, to writing briefs evaluating creative, tweaking copy, generating taglines, advising on casting, location, wardrobe and propping, or providing a keen eye on set, I can own or plug in the creative process at any point in to provide, structure, inspiration, extra firepower, fresh eyes, or an expert, outside-in POV.
I work with businesses and brands to conceptualize, create and commercialize products that are rooted in real consumer needs and market opportunity, fill white space gaps where you have equity, permission to play or a right to win, broaden your reach and appeal, and deliver incrementality.
From white space identification and pipeline planning to naming, packaging, pricing, forecasting, and developing promotional materials, sell sheets and launch decks — I lead, support or advise product, brand and R&D teams from whiteboard to shelf with a seasoned blend of creativity and commercial discipline.
Beginning with people, their hidden frictions and unmet needs, I start with Jobs-To-Be-Done thinking, then apply empathy and structured insight — treating every touchpoint from pricing, to naming, packaging, portfolio fit and go-to-market execution as a lever of demand to collectively solve the job the customer is trying to get done.
Having successfully developed and commercialized countless new-to-world innovations, line extensions, LTOs and VAPs across CPG, tech and entertainment, I can plug in at any point in the NPD process to provide end-to-end support or assist with a singular element, workstream, experience gap or pain point along the way.
Rebuilding relevance, changing minds and making brands matter again in shifting consumer, culture and category landscapes – without losing their core.
From repositioning and shaping SVEDKA Vodka into an attractive acquisition target to restoring Woodbridge by Robert Mondavi’s leadership as the #3 US Wine Brand, I have a proven record architecting and leading cross-functional teams through complex, high-stakes evolutions from initial leadership recommendation through flawlesslyexecuted in-market rollout.
Following a proven progressive approach, I assess every equity and element of the business or brand – from persona to packaging, product mix and P&L – to pinpoint issue(s) and opportunities, calibrate the scope and chart a roadmap to relevance. Setting expectations and following a disciplined path dotted with leadership check-ins at key milestones to reaffirm alignment and build belief along the way, I help brands lean into what works, rethink what doesn’t – putting them on track to restore trust, rebuild connection, and reigniteperformancewhile keeping key gatekeepers and stakeholders bought in, engaged, aligned and excitedfrom concept to commercialization.