Consultant & fractional CMO for omnichannel consumer product brands
Nice to meet you!
My name is Pilar. I’m a marketing consultant based in San Francisco. Most recently, I led marketing and product innovation at Alter Eco Chocolate and Blue Bottle Coffee. I started my career in brand management at Clorox and in M&A investment banking. I received by MBA from Wharton and undergraduate degree from Harvard.
Let’s connect!
Work
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Rebrand for Alter Eco Chocolate
Rebranding food that’s clean for you and green for the planet
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Omnichannel Brand for Blue Bottle Coffee
Translating a cafe brand to wholesale and ecommerce products
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Scentiva Product Line for Clorox
Creation of a sub-brand that delivers scent plus cleaning power
Services
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Brand Development
Brand positioning (target consumer, point of difference), visual identity, tone of voice, messaging
EXAMPLE PROJECTS
Context: My brand has relied on Meta ads to acquire new consumers but Meta ads are getting too expensive.
Challenge: How do I build a brand that attracts new customers without a massive paid media budget?
Context: I’m spending a lot on marketing agencies, contractors, and employees.
Challenge: How do I know if they’re doing a good job?
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Product Development
Concept ideation, consumer testing, formulation, packaging design, margin management, launch plan
EXAMPLE PROJECTS
Context I have almost no R&D budget this year but growth depends on new product launches.
Challenge: What new product will drive incremental sales but use existing formulations?
Context: I’m a direct-to-consumer e-commerce brand that needs to enter wholesale in order to scale.
Challenge: How do I successfully launch at physical retailer shelves?
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Profitable Growth Strategy
Tap into my experience and network for advice on the biggest decisions CEOs and CROs face
EXAMPLE PROJECTS
Context: Investors want me to shift my strategy from growth to profitable growth.
Challenge: What marketing channels should I prioritize? How should I staff my marketing team?
Context: Operating an omnichannel business (selling across Shopify, Amazon, and wholesale) requires a lot of resources.
Challenge: How should I allocate resources across the channels?