Advisory
Senior advisory for brand and category leaders.
A small number of selective engagements per year, alongside my role at On. Brand-to-commerce, category growth, and global GTM.
Who I work with
Brand-led businesses scaling digital category growth.
- DTC and brand-led retailers building a category growth function.
- Marketing leaders translating brand strategy into onsite, CRM, and paid systems.
- Founders preparing a global launch or new category entry.
- Boards or PE/VC sponsors looking for an outside read on a marketing org.
What I help with
Concrete problems, not abstract themes.
A launch plan that needs a sharper idea and a tighter operating cadence.
A brand that lands in advertising but disappears on the homepage and PDP.
A category narrative that's not converting brand momentum into commercial outcomes.
A marketing org with too many forums and not enough decisions.
A measurement system that produces decks but not decisions.
A new market entry that needs cultural credibility, not adapted assets.
Engagement formats
Three ways to work together.
3 weeks
Strategic sprint
A focused diagnostic on one specific question: a launch plan, a category narrative, an org friction. Outcome: a written recommendation, decision tree, and 90-day plan.
- · 1 question, fully answered
- · 2 working sessions per week
- · Recommendation memo
- · 90-day plan
Per quarter
Quarterly advisor
An ongoing advisory cadence with a marketing leadership team. Outside perspective on category strategy, GTM, and operating cadence.
- · Bi-weekly working session
- · Async access for decisions
- · One quarterly review
- · One post-mortem
Per launch
Launch partner
Embedded support for one launch or category moment. From brief to post-mortem.
- · Brief and creative direction
- · Cross-functional cadence
- · Channel plan review
- · Post-mortem and learnings
What I don't do.
- No execution-only retainers. Every engagement is decision-led.
- No conflicts with On's category or competitive set.
- No anonymous engagements. Direct, named contracts only.
When we're a good fit.
- You want senior outside perspective, not an extra resource.
- You're ready to act on the recommendation, not file it.
- You value clarity over deliverable volume.
FAQ
Common questions.
No. Advisory runs alongside my role at On. A small number of engagements per year.