Services
Brand Development
Develop a mission, tone of voice, and visual identity that resonates with your consumer and differentiates you from competition. A strong brand increases the efficiency of every marketing dollar.
Brand Positioning - Position your brand to delight as many consumers as possible. Identify your target consumers and why they choose your brand over your competition. Optimize around your consumer, retail partners, product category, competitors, and the strengths of your organization.
Design - Establish your brand’s personality. Connect you to and oversee designers and copywriters who can translate your brand positioning to visual assets, including brand guidelines and packaging.
Marketing communications - Oversee your existing team in translating brand positioning to marketing communications, including website, owned social media, email, secondary packaging, trade show materials, retail marketing assets, PR, influencer marketing, and advertising.
Product Development
Develop product and packaging that sells AND hits your margin hurdles. Guide your cross functional team to launch. Smart product development grows revenue without breaking the bank or team.
Concept Ideation - Brainstorm product concepts that fit your consumer, brand, retail channel, and supply chain. Use qualitative and quantitative consumer testing to chose the winning concept.
Product & Packaging Development - Oversee product formulation and packaging design. Manage the trade off between consumer benefit and company product margin, ensuring that the product delivers on original concept and is commercially viable.
Launch Plan - Create omnichannel launch plan across shopper marketing, advertising, influencer, PR, email, website, and owned social. Create sales materials and if needed support buyer meetings at major retailers. Outline key performance indicators.
Profitable Growth Strategy
Deliver strategy, goals, and key performance indicators for profitable growth. Advise on team structure and hiring. If needed, lead periodic team progress checks. Enables your team to move forward with conviction.
Fact Base - Compile information about your consumer, retail partners, product category, and competition. Leverage my experience and professional network for points of view that augment the fact base.
Recommendations - Lay out multiple paths forward with pros and cons based on my experience leading brands. Facilitate discussions that align your internal team. Enable you and your right hand(s) employees to move forward with conviction.
Execution - Translate your strategy into goals and key performance indicators. Advise on budget allocation and team structure. If helpful, hire employees and agencies. Lead periodic check ins to ensure progress towards goals.
