15+ years building and growing CPG brands, from a $700M portfolio at Coca-Cola to getting MUD\WTR to profitability, then growing it 29% through omnichannel expansion and a new innovation pipeline combined. I bring big-brand marketing rigor to companies that need to move fast: brand strategy, innovation, and omnichannel growth.
Here specifically for a retail launch?
See the full Target case study below.
I spent 12 years in brand and innovation roles at Coca-Cola, Land O'Lakes, and ConAgra. At Coca-Cola, I owned the $700M Minute Maid Nutritionals P&L and authored a multi-year youth portfolio strategy projected to grow Net Revenue 126%. At Land O'Lakes, I owned the $150M Kozy Shack P&L and grew the brand 15%. I started my career in ConAgra's Leadership Development Program on Swiss Miss and Marie Callender's.
As VP of Marketing at MUD\WTR, I took that same discipline into a D2C startup, getting it to profitability, then growing topline 29% from there through a combination of omnichannel expansion (from zero to 15% of revenue) and a new innovation pipeline (5+ new products a year, 10% of revenue). High-level strategy and hands-on execution.
Now I bring that playbook to brands and operators who need big-brand thinking without the big-brand timeline.
Built across the full set of levers: product, price, place, and promotion, because a holistic strategy gets you further than any one lever alone.
Category strategy, portfolio planning, and the innovation pipeline that feeds new launches.
Price architecture and price slope across every channel, grounded in competitive analysis.
Omnichannel strategy across D2C, retail, and Amazon, plus the buyer story that gets you on shelf.
Brand positioning, messaging, and the launch activation that gets a product noticed.
Why 1+1=3 is real, not a slogan: D2C awareness earns the retail buyer's yes, and shelf presence feeds credibility back into D2C. It also de-risks the bet: you can commit to inventory knowing there's a sell-through path either way. That's the complexity I like getting into.
MUD\WTR: no sales team, no retail infrastructure, walking into that first buyer meeting. Built from scratch.
"I walked in with a category vision, not just a brand pitch. Two years later, Target built the planogram I described: a new 4ft Better-For-You set in the coffee & tea aisle."
This is just the start: 5% ACV, the stores we're in today. 95% of the market is still untapped.
Every brand's readiness looks different, so every engagement is scoped individually.
Rather than a fixed package, I price around the level of access and outcome your team needs, from a light monthly retainer to a fully embedded Fractional CMO engagement. The first step is always a conversation about where you are and what's actually in the way.