Formerly a brand operator and portfolio lead at a Fortune 500 CPG company, I now work independently with select businesses and brands as an embedded specialist, strategist, growth partner, or fractional leader — a new support model created for what modern marketers and brand teams actually need.
My work spans CPG, beverage alcohol, tech, and entertainment — from premium lifestyle brands to mass-market powerhouses, utility-driven category creators, and digital-native platforms. I've run priority brands within Fortune 500 corporations, advised venture-backed and recently acquired startups, held residencies as a leader-operator-creative within founder-led media companies, and co-founded an award-winning digital strategy and content studio.
I help businesses and brands — and the people behind them — define their difference, move with purpose, and deliver results.
Whether repositioning and revitalizing iconic brands or developing, launching and scaling new products, I specialize in consumer-driven, data-backed strategies and insights-led plans that help businesses and brands break through, innovate and grow — moving consumers forward, driving topline performance and unlocking sustainable, profitable growth.
Currently available for parental/medical leave backfill, coverage during key hiring gaps, project-based consulting, ad hoc tactical execution, or fractional leadership roles. Open to long-term, full-time conversations.
I bring an arsenal of tools from my career as a brand builder and GM to help design strategy as an operating system for growth and build brands that resonates, differentiates and endures — from defining your vision, purpose and persona, to identifying where to play and how to win, to forecasting and planning with precision.
From positioning, architecture and audience segmentation to portfolio strategy and long-range planning, I will help you build your strategy and make an integrated set of decisions for building and fortifying a distinctive, relevant brand that is positioned to play differently and profitably for the long haul, evolves ahead of the market, and which people notice and choose again and again.
I help marketers, their cross-functionals and creative partners turn strategy into demand through visionary go-to-market plans, insights-led storytelling, and consumer-led integrated campaigns that capture attention, build relevance, unlock penetration and deliver real value.
From writing creative briefs to developing culture-shaping campaigns, velocity-driving seasonal trade programs, and messaging that aligns with consumers' values and addresses their tensions and needs, I will help you build an ownable, measurable competitive advantage through your marketing — driving topline results across channels while building equity for long-term success through work that is anchored in insights, shaped for clarity, resonance and meaningful connection and designed to hold at every touchpoint.
I help founders, brand leads and marketers shape and execute data-driven, omnichannel customer acquisition and retention strategies that fill and fuel the funnel — accelerating performance and unlocking sustainable, profitable growth.
Whether aiming to attract new, high-value customers or drive incrementality with existing buyers, accelerate your DTC business or build regional retail success and a playbook for scaling nationally, I help identify, assess and prioritize opportunities for growth, then develop and deploy acquisition, retention, and monetization strategies and tactics that architect traction, drive scalable acquisition and build loops that deliver exponential growth.
Whether you're outsourcing or looking for data-to-decisions training, I help you uncover what’s working, what’s not, and what to do next — analyzing and turning performance data, consumer insights, market research, and/or stakeholder interviews into digestible insights and actionable plans.
Whether you need someone to analyze and report on quarterly performance or take the next step and recommend what should happen next, for whom, and why it matters to the bottom line, I translate your quantitative and qualitative data into sharp strategic diagnoses and clear, actionable plans.
Connecting the dots between numbers, behavior, and opportunity — I will help you identify and understand 'what?' and 'why?' and build highly efficient & effective programming from the learnings, spending like a CFO and performing like a category leader.
From assessing and optimizing campaign performance, to LTV and CAC modeling, evaluating and prioritizing customer segments, assessing ROI and interpreting P&L signals, I identify and build action plans that mitigate risk, remove drags, accelerate drivers, and improve impact and efficiency of marketing programs.
I bridge strategy and storytelling, helping effectively manage and inspire creative teams, embed insight into every decision, and produce campaigns and assets that engage, connect and convert.
I write briefs 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 building and scaling brands, I co-founded an entertainment business and produced TV series for major networks and streaming platforms — leading creative teams and owning the development and production processes from end-to-end.
From brainstorming campaign, platform or seasonal program ideas, to writing briefs, reviewing creative work and drafting feedback, tweaking copy, generating taglines, advising on casting, location, wardrobe and propping, or providing a keen eye on set, I can plug in at any point in the creative development or production process to manage or inspire a creative team, add extra firepower or lend an outside-in POV.
My ability to move fluidly between strategy and creative gives me an unchallenged advantage: creatives want me in the room because I know how to effectively brief, collaborate with, deliver feedback to and inspire them (having been one myself) — resulting in fewer revisions, faster approvals, ideas that land right the first time, and campaigns that that move culture and numbers alike.
I help identify on-strategy white space opportunities and create products that are rooted in real consumer needs and market opportunity, 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.
I make brands and businesses matter — accelerating what works and rethinking what doesn't, adjusting to category and consumer shifts to rebuild relevance and restore market outperformance, changing minds without losing their core.
From successfully repositioning and divesting SVEDKA Vodka to restoring market outperformance and reclaiming Woodbridge by Robert Mondavi's status as the #3 US Wine Brand, I have a proven record in high-stakes repositioning, rebrands, restages and refreshes.
Partnering closely with your brand/marketing team and cross-functional partners, I help diagnose when, how, and why relevance was lost and determine whether evolution or revolution is needed, identify the core equities worth saving or resurrecting, reevaluate every internal and consumer-facing element of the business — from persona and packaging to product mix and P&L — and roll out smoothly and with major buzz.
Setting expectations, then architecting and following a disciplined path with leadership check-ins at key milestones to ensure alignment and build belief along the way, I put brands on track to restore relevance, rebuild trust, and reignite while keeping key gatekeepers and stakeholders engaged, aligned and excited.
Welcome to PreLief™ — my signature expert coverage service for protecting teams from burnout and keeping workstreams running smoothly through employee leave, hiring lags and other key staffing gaps.
Plugging into your systems and teams, I provide embedded, full-service operational, strategic and executional coverage, continuity and support — no handholding required.
I orient organizations around a sharp, durable center of gravity when they need to fill a key hiring gap, refresh strategy, or level up quickly.
Imparting structure, driving alignment across teams, and building clarity at scale, I guide teams through key transitions and inflection points with confidence, energy, and empathy.
Made for what I really needed as a brand leader, marketer and GM, my strategic support model is a streamlined version of traditional consulting and agency support — built for agility, speed and impact.
I partner with you and your teams to understand your needs and develop custom solutions to achieve your business objectives and growth targets efficiently and effectively.
An alternative to hiring backfill, my 'Step Up' program trains employees to absorb new responsibilities and take on stretch projects when your team is down a player — setting them up for success while providing a security net to their organizations.
Through next-level skills training, ramp up coaching, and continued leadership lens and sounding board support, I systemically equipping rising talent with skills, clarity, confidence and ongoing support when stakes are high, the learning curve is steep, and support is scarce.
When your bandwidth is strained and stakes are high, I provide ad hoc support for tactical tasks and key deliverables requiring speed, polish and precision — an expert, on-demand delegate, leadership lens or sparring partner.