Fractional Marketing Leader | 20+ Years Driving Brand Growth & Innovation Across CPG, Beverage & Food Categories

ABOUT SECTION

As a fractional marketing leader with 20+ years of experience, I’ve partnered with brands from startup to Fortune 500, driving growth through strategic positioning, innovation, and market insights. My expertise spans the full marketing ecosystem—from product development and packaging to positioning and go-to-market strategy—working across client-side, agency, PR, and market research roles.

Category Expertise

I’ve delivered results across diverse categories including packaged foods, beverages (alcoholic and non-alcoholic), condiments, confectionery, plant-based/vegan products, and emerging categories like cannabis and kombucha. My work spans both food service and retail channels, bringing a 360-degree perspective to every engagement.

Core Capabilities

• Product Innovation & New Product Development
• Packaging Strategy & Design
• Brand Positioning & Repositioning
• Food Service & Retail Channel Strategy
• Cross-Functional Team Leadership
• Market Research & Consumer Insights
• Go-to-Market Strategy

Specialized Training & Facilitation

• LEGO® Serious Play® Certified Trainer
• Innovation Trainer – Creative Problem Solving Institute

Select Brand Experience

I’ve had the privilege of working with industry-leading brands and innovative startups including:

• Heinz – Baby food, condiments (ketchup, mustard, relish, pickles), soup
• Kraft/General Foods – Cheese, coffee, Jello, new product innovation
• Unilever – Soup, pasta products, cheese, margarine, new products, canned entrees
• Wrigley – Extra, Excel, Juicy Fruit, Hubba Bubba
• General Mills – Cake mixes and baking products
• Primo Foods – Tomato products and pasta
• Maple Leaf – Meat products
• Partake Brewing – Non-alcoholic craft beer
• Plus emerging brands in kombucha, functional beverages (Crazy D’s), cannabis, granola, hummus, olive oil, vegan foods, and specialty products

I bring strategic thinking, hands-on execution, and a passion for building brands that matter. Whether you’re launching a new product, repositioning an existing brand, or navigating market disruption, I help companies turn marketing challenges into growth opportunities.

Industry Affiliations

• Bakery Association of Canada
• Restaurants Canada

EXPERIENCE SECTION

Fractional Marketing Leader | Independent Consultant

Self-Employed – 2018 – present Great Toronto Area

Partnering with CPG, food, and beverage companies as a fractional marketing leader, delivering strategic marketing leadership and execution across brand strategy, innovation, and market growth initiatives.

Key Achievements & Scope:

• Brand Strategy & Positioning – Developed positioning strategies and go-to-market plans for 30+ brands across categories including condiments, beverages, plant-based foods, and emerging categories (cannabis, kombucha, functional drinks)

• Product Innovation & Development – Led new product development and innovation initiatives for Fortune 500 companies (Heinz, Kraft, Unilever, General Mills, Wrigley) and high-growth startups, from concept through launch

• Packaging Strategy – Directed packaging design and optimization projects that enhanced brand differentiation and drove purchase intent across retail and foodservice channels

• Cross-Functional Leadership – Operated seamlessly across client-side, agency, PR, and market research environments, leading integrated marketing programs that delivered measurable business results

• Specialized Facilitation – Leveraged LEGO® Serious Play® methodology and Creative Problem Solving Institute frameworks to facilitate innovation workshops and strategic planning sessions for leadership teams

Select Client Categories: CPG (food & beverage), alcoholic beverages (wine, spirits, craft beer, ice wine), functional beverages, plant-based/vegan foods, bakery products, condiments, confectionery, meat products, emerging categories

SKILLS SECTION (Recommended Skills to Add)

Marketing Strategy

• Brand Strategy
• Brand Positioning
• Product Marketing
• Go-to-Market Strategy
• Marketing Strategy

Product & Innovation

• New Product Development
• Product Innovation
• Product Management
• Packaging Design
• Consumer Packaged Goods (CPG)

Industry Expertise

• Food & Beverage
• Food Service
• Retail Marketing
• Market Research
• Consumer Insights

Leadership & Facilitation

• Strategic Planning
• Cross-functional Team Leadership
• Workshop Facilitation
• LEGO Serious Play
• Innovation Management