Chief of CPG

What I Do

Seed to Shelf.

Everything from creating a product, to getting it on shelf, to keeping it there. I did every one of these things in my own business first. That's what I bring to yours.

Baby, personal care, health and wellness — if it’s a product that sits on a shelf, that’s my superpower.

Create It

Idea to reality

Get It On Shelf

Pitch to placement

Keep It There

Velocity and the reorder

Or Sell It

Exit readiness

Phase One

Create It

From an idea to something you can actually sell.

  • Whitespace and innovation — finding the gap on the shelf worth owning
  • Competitive analysis: who you're really up against, and where they're weak
  • Product development, from concept through prototype and testing
  • Manufacturing sourcing and setup, overseas and domestic
  • Cost, margin and pricing architecture that survives retail terms
  • Packaging strategy built for the shelf, not just the photo

Phase Two

Get It On Shelf

The part most brands get wrong — because nobody tells you what a buyer is actually measuring.

  • Retail readiness: everything a buyer expects before they'll say yes
  • Line review preparation and the pitch that goes with it
  • Buyer meetings — preparing you for them, or sitting in them with you
  • Distributor, broker and rep strategy, and whether you even need one
  • Terms, chargebacks and the fine print that quietly eats your margin
  • Channel sequencing: which retailer first, and which to say no to

Phase Three

Keep It There

Getting in is the easy part. Staying in is where brands actually die.

  • Retailer logistics, EDI, routing guides and compliance
  • Forecasting, replenishment and inventory that doesn't strand your cash
  • Velocity: making the numbers work so you survive the next planogram
  • Account management and the ongoing buyer relationship
  • Defending shelf space when the retailer wants to change your item
  • Expanding into new doors, new channels and line extensions

And When It's Time

Or Sell It

I've been through a full exit as the founder, start to finish.

  • Getting the business clean, documented and diligence-ready
  • Understanding what a strategic buyer actually values, and why
  • Positioning the brand and its retail relationships as assets
  • Representing the brand in investor, acquirer and board conversations