Areas of Expertise

 I help you define your purpose and persona, identify where to play and how to win, forecast and plan with precision, and develop strategies to capture — then expand — your serviceable obtainable market. 

 I bring an arsenal of tools from my successes as a brand leader, co-founder and GM to help you define your vision, apply structure, design your strategy as an operating system for growth, and build a brand that resonates, differentiates and endures. Whether you're establishing positioning, purpose and persona pre-launch, evolving architecture, or adjusting to get ahead of consumer, category or cultural shifts, I'll help you make an integrated set of decisions about where to play, how to win, and how to evolve ahead of the market. 

Beginning with rigorous analysis of industry forces and internal capabilities, consumer behavior, shopper insights, product mix, equities and performance analytics and adjusting for channel and gatekeeper dynamics, we will lay the foundation for building memory, emotion, and trust. From positioning and audience segmentation to portfolio strategy and long-range planning, each choice is made in service of building a distinctive, relevant brand that is positioned to play differently and profitably for the long haul, and which people notice and choose again and again.

I help marketers and their cross-functional and creative partners turn strategy into demand through visionary go-to-market plans, insights-led storytelling, and integrated campaigns that drive topline results across channels and build equity for long-term success.

 I work with marketing teams and their partners to architect demand and an ownable, measurable advantage through consumer-led platforms, evergreen and seasonal programs that align with target customers' core values, address tensions and unmet needs, and build meaningful connections. 

From developing or evolving culture-shaping campaigns or velocity-driving trade programs, to writing creative briefs, assessing partnerships, and crafting messages and taglines that stick, I help drive conversion, loyalty, advocacy and equity that compounds over time by consistently showing up and stand out where, when and how it matters.

My work is anchored in insights, informed by cultural and category dynamics, shaped for clarity, resonance and meaning, and designed to hold at every touchpoint — helping you capture attention, build relevance, unlock penetration and deliver real value.

I help founders, brand leads and marketers shape and executing data-driven, omnichannel customer acquisition and retention strategies that fill and fuel the funnel — accelerating topline performance and unlocking sustainable, profitable growth.

Leveraging my experience launching and scaling businesses, brands and products across industries, I help you identify where you deliver value, architect traction, drive scalable acquisition and build loops that deliver sustainable, exponential growth.

Whether aiming identify and attract new, high-value customers or drive incrementality with existing buyers through frequency and/or AOV, accelerate your DTC business or build a regional retail success story and playbook for scaling nationally, I help identify and assess opportunities for growth, prioritize investment and execution, then develop and deploy acquisition, retention, and monetization strategies and tactics calibrated against your business objectives and growth targets — moving you from where you are to where you want to be.

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.

 Guiding teams through strategic inflection points with confidence, energy, and empathy. 

I provide experienced leadership, senior advisory and expert operator coverage in moments of transition, growth, or uncertainty. When strategy is unclear, a permanent hire isn't yet in place, a team is stretched, or an outside-in perspective is needed, I step in as a fractional CMO/GM, acting Head of Brand, plug-and-play strategic operator or advisor to bring continuity, clarity and coaching to teams rapidly scaling or navigating change. 

Whether you need to fill a key leader-operator gap, level up quickly, refresh strategy, or just keep up with growth, I bring structure, strategic insight, an outside-in perspective, and experienced cross-functional leadership to orient organizations around a sharp, durable center of gravity — building clarity at scale, driving alignment across teams, overseeing execution, and helping you focus, prioritize, plan, and perform.