APPROACH
How I work — and how you'll know it's working.
Senior, research-backed brand leadership with a repeatable method — and proof you can hold me to.
The Process
Step 1
Step 2
Step 3
Step 4
Research & insight
Brand DNA
Activation plan
Commercial leadership
Consumer and concept testing, segmentation; decisions grounded in evidence.
Positioning, story, identity, messaging.
Annual plan + 12-month calendar across DTC and trade.
Tied to pricing, the P&L, and a multi-year roadmap.
Brand DNA Audit
Brand-health scorecard
12-month activation calendar
KPI dashboard
My frameworks — the same ones I'd build for you.
25+ years in beverage
Led brand & strategy at premium US wine/spirits
Research behind every recommendation
As featured in BeverageDaily
Consulting Results
A premium CHAMPAGNE brand
Challenge: Reposition for younger drinkers.
Approach & Outcome: Developed a comprehensive brand book and concept-tested label direction to align with high-end craftsmanship expectations.
A multi-brand beverage portfolio
Challenge: Drive sustained domestic growth.
Approach & Outcome: Year-round activation partnership delivering +12% ROI and securing 19 new placements in key trade accounts.
Wine DTC brands
Challenge: Differentiation in a hyper-competitive set.
Approach & Outcome: Full brand books and style guides delivered to stand out through research-backed positioning and visual identity.
Client names withheld; full case specifics shared confidentially in our intro call.
As featured in BeverageDaily
“Drinkers who do consume alcohol are prioritizing quality over quantity, gravitating toward higher-end, more intentional products that emphasize experience and craftsmanship...”
— TRISHA CANCILLA, BeverageDaily, March 2026