a new brand from zero to $8.2M in sales at a 30% margin

Drive Profitability And Market Differentiation

Overview: I was hired by  FreshDirect, a NYC-based upscale grocer, who competes with Fairway Markets, Whole Foods, and others through its unique direct-to-consumer (D2C) model. It was struggling to establish a profitability-focused differentiated brand assortment.

Solution: I led the creation of a proprietary, cross-category retail brand that is new to the market and deeply rooted in FreshDirect's values, needs, and desires of both the current best consumer and future growth consumer targets.

Results: Launched in under 12 months including consumer research, concept development, design, sourcing and supply chain management. Drove topline sales from zero to $8.2M dollars with an average profitability margin of 30%.

first global growth since 2017, with household penetration up 33%

Bring Relevance and Revenue Back To An Iconic Brand

Overview: Southern Comfort was an iconic global spirits brand that lacked relevance with active category consumers and revenue growth for years. The business challenge was to drive revenue and attract new consumers to the brand.

Solution: Reposition the brand from being your "binge buddy" to your "moderation mentor".  Introduce accessible creative sophistication, strategic partnerships and product innovation to reach a mentor consumer.

Results: 2Y global brand growth of +11.5% for the first time since 2017, US Household Penetration +33% and all-time high Volume Market Share +50 basis point lead over key competitors.

Brand Growth Meets Operational Clarity

National Visibility, and a Business Built to Sustain It

Overview:  Conniption Gin, one of Durham Distillery's rising star consumer brands in the super-premium US gin category, faced both increasing category competition and operational strain. The brand and distillery leadership team needed more than a marketing facelift—they needed executive-level fractional CMO & COO support to elevate brand positioning while maturing their business infrastructure.

Solution:  Delivered an integrated roadmap across brand strategy, commercial planning, marketing execution, and operational infrastructure. Led the rebuilding of the hero brand architecture, refined visual identity, mapped the consumer journey, and launched new digital storytelling. Restructured promotional calendars, instituting new cross-functional monthly business planning process, and aligned existing resources with long-term business goals.

Results: Generated 200M+ in earned press reach, taking a craft gin from Durham, North Carolina, to national platforms, including a Forbes feature on Conniption Navy Strength's ranking as the world's best gin by the Beverage Testing Institute. Behind the brand, I built the operating rhythm to sustain that momentum: a monthly cross-functional business planning cadence that aligned leadership around shared priorities, and omnichannel execution that improved both first-time trial and repeat purchase.

launch an innovation sub-brand for iconic brand

Engage Lapsed Category Users

Overview: As an extension of an iconic brand, we set out to launch a new sub-brand in the competitive frozen snack category. The goal was to grow market share across both niche and mainstream competitors. Success also depended on driving topline growth and managing cost efficiency across both general and Hispanic markets.

Solution: Test creation of a partnership sub-brands targeting lagging frozen snack consumers. Repositioned the sub-brand’s role in the portfolio, optimized product development and led GTM campaign approach including partnership marketing campaigns.

Results: Grew market share by double digits in year one, while delivering both incremental revenue and profit for the parent brand. The launch strengthened frozen snacks' long-term role in the portfolio.

elevating an iconic American brand

Drive Brand Equity And Market Share

Overview:  An iconic American brand under the Nestlé portfolio was losing market share and struggling to stay relevant with both general and Hispanic consumers. Despite strong brand recognition, it faced declining purchase consideration, outdated packaging, and a lack of modern marketing execution.

Solution:  Develop and execute a comprehensive modernization strategy that included a dual-market media plan, the brand’s first influencer program, and a full packaging transformation. Tailored communications were deployed across both general market and Spanish speaking markets, alongside a complete redesign to elevate shelf presence and drive renewed consumer interest.

Results: Reversed a multi-year share decline, returning the brand to topline growth and share gains. Launched the brand's first-ever influencer program and a full packaging redesign that lifted purchase consideration by nearly 10%, across both general-market and Hispanic consumers.