About

I've spent over two decades inside brand identity design, packaging, and campaign execution. Agency side. In-house. Independent.

I worked on national retail launches, multi-SKU packaging systems, and campaigns that had to perform at shelf, on the street, and online simultaneously.

Over time, a pattern became clear.

Briefs that were full of information and empty of direction. Direction that shifted based on whoever spoke last. Creative rounds that multiplied because the brief was never settled.

On the founder’s side that means budgets that get spent without anything getting resolved. Creative reviews that turn into strategy debates. A shopper who can’t tell how your product fits onto their list, or why it beats the brand they already know.

What looked like a creative problem was always a decision problem.

I work with early- and growth-stage CPG 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 runway gets burned.

When the work is done, your team moves into execution knowing what’s been decided and what won’t shift mid-project. You avoid the costly mistake in a production run that nobody wants.

Start with a Decision Check.