About
Twenty-plus years in brand, packaging, and campaign work taught me that most execution problems start before creative begins. I work with CPG and service founders to settle the decisions that determine whether that investment pays off.
Decision work before creative begins
I spent over two decades inside brand identity, packaging, and campaign execution.Agency side. In-house. Independent.
I worked on national retail launches, multi-SKU CPG brands, redesigns, and campaigns where the creative work was visible and the stakes were high. I saw what it takes to bring a brand to market, and what it costs when direction shifts after execution has begun.
Over time, a pattern became clear.
When projects stalled, it was rarely because designers lacked talent or agencies lacked process. Foundational business decisions weren’t settled before execution began.
Audience definitions were too broad. Positioning left room for interpretation. Growth paths competed. Trade-offs were postponed. Creative teams were asked to resolve decisions that belonged at the leadership level.
The work moved forward. The friction moved along with it.
That’s why I now work at the decision level, before creative begins.
I focus on the business decisions that brand, packaging, and marketing execution depend on. Once direction moves into design and production, changing it becomes slower and more expensive.
Most founders understand this. Fewer act on it before they start spending.
Briefs stretch under pressure. Agencies fill gaps that should have been closed before the brief was written. Teams reinterpret direction because leadership never fully committed to it.
I work with early- and growth-stage CPG and service founders preparing to invest seriously in brand or marketing. My role is to surface what is still open, clarify what requires commitment, and settle direction before more capital moves.
The work is structured, time-bound, and practical. When it’s done, your team moves into execution knowing what has been decided and what won’t shift mid-project.
If you’re entering a phase where brand, packaging, or campaign investment is increasing, the right moment to settle direction is before that investment is locked in.
Start with a Decision Check.
A short conversation to assess where you are and what should happen next.