Advisory
Fractional brand & growth leadership.
An embedded strategic partner for founder-led companies — senior involvement, limited engagements, and a working style that stays close enough to the P&L to be useful to it.
Built for founders, not for agency rosters.
I take a small number of engagements per year. Each is sized for real strategic involvement: working sessions in the room, brand and packaging decisions made with you rather than presented at you, and an operating cadence designed to compound over months.
Diagnostic
A two-to-four-week strategic audit. Brand, package, retail, and demand looked at as a single system — including the things your team is too close to see.
Engagement
A six-to-twelve-month embedded retainer. Brand strategy, packaging system development, creative direction, and the operating cadence to make the change land in market.
Board
For founders who don't need a full retainer: a board-style advisory role — monthly strategic counsel, decision support, and access between sessions when the stakes call for it.
The work I'm hired to lead.
Strategic leadership where brand, packaging, and demand have to work as one system.
Need full agency execution too? I work closely with Smaller Agency — efficient, founder-friendly, built for this kind of work.
Strategy and packaging are the same job. Hiring two firms for it is why most launches drift.
I work directly with founders, CEOs, and senior marketing leads — not through account layers. The fewer hands, the sharper the brand.
- 01Brand strategy and positioning architecture
- 02Packaging systems and shelf psychology
- 03Creative direction and category point of view
- 04Go-to-market sequencing and launch leadership
- 05Retail readiness, trade, and on-premise programs
- 06Demand generation strategy and growth systems
- 07Founder support and board-level brand counsel
Founder-led challenger companies.
Mostly private, mostly founder-led. What they have in common is readiness — founders who already know what they don't want to do next, and need a senior partner who'll help them commit to what they do.
Beverage, food, RTD
Mass-premium, premium-import, alcohol and non-alc, functional drinks, snacks, frozen.
Wellness & lifestyle
Cannabis, functional wellness, beauty-adjacent, personal care, and emerging consumer.
Hospitality & retail
Founder-led hospitality, concept retail, and DTC brands building a physical presence.
Selectively available · 2026
Two to three engagements per quarter.
If you're a founder considering a fractional brand or growth leader, the next move is a thirty-minute call. Bring the problem; I'll bring the framing.