I combine finance, insights, and go-to-market strategy to help brands find the winning hypotheses needed to make decisions and scale faster. My work spans category analysis, customer storytelling, messaging strategy, and commercial modeling, grounded in measurable business impact.

GO-TO-MARKET STRATEGY

Clear positioning and strategy rooted in audience insights and financial KPIs like churn, retention, and profitability.


Selected work includes:

  • 100-page category + GTM strategy for a $10B global CPG brand (children’s nutrition)

  • Portfolio and launch strategy for a U.S. pet health division (parasite prevention / Rx + OTC)

  • Messaging and content strategy for HCP-driven and DTC supplement brands

  • GTM recommendations for early-stage wellness and nutrition brands

INSIGHTS AND CUSTOMER ANALYTICS

Turning complex data into actionable hypotheses to guide marketing, product, and sales decisions.


Selected work includes:

  • Customer loyalty story (80% retention, 90+ NPS) for successful sell-side acquisition in supplements

  • 3-year brand equity tracker for a global travel brand (awareness, funnel, segment performance)

  • Qualitative + quantitative synthesis to optimize content, acquisition, and channel strategy

  • Segmentation and behavioral insights for brands across CPG, wellness, and pet health

FINANCIAL MODELING

Financial analysis that informs product, pricing, innovation, and growth decisions.


Selected work includes:

  • $10M innovation pipeline and 10% COGS improvement for a $60M nutrition brand

  • P&L ownership (DTC + retail), SKU-level analytics, and pricing simplification

  • 100+ valuation models for Series A–C companies across 10 venture funds

  • Financial due diligence for a $525M merger in ad tech + location intelligence

ZERO-TO-ONE OPERATIONS & LEADERSHIP

Building processes, systems, and cross-functional workflows that allow teams and insights to scale.


Selected work includes:

  • Built U.S. operations for a YC startup (3PL, invoicing automation, 50+ B2B accounts, $500K value creation)

  • Managed 5+ concurrent strategy projects; trained associates and MBA interns

  • Developed internal IP on AI insights, segmentation, and private equity GTM frameworks