Global apparel net sales growth, CHF 68.9M to CHF 169.9M, that I helped drive leading the Americas team.
National expansion into new Eastern U.S. markets for a major food brand.
Organic social engagement growth for a spirits brand, on a budget under $5,000.
New revenue stream built from zero, a product and licensing program across 96+ universities.
First dedicated campaign in a new category, immediately.
I’ve spent 15 years doing the same job in different rooms.
01 —
Read the consumer.
02 —
Find the opportunity.
03 —
Align the business.
04 —
Build the plan.
05 —
Stay through execution.
You might be here because you’re building or rebuilding a consumer brand and need senior brand and go-to-market thinking before you’re ready to hire it in-house.
Because your commercial strategy can’t keep up with how fast the business is growing.
Because you have a messy, cross-functional problem that doesn’t belong neatly to one team—and you need someone who can see the whole system.
If that’s where you are, you’re probably in the right place.
What I Do
01
WHO IT’S FOR
For founders launching a brand, entering a new category, or trying to find their footing again after losing the thread.
WHAT’S INCLUDED
/ Brand identity, positioning, and voice
/ Go-to-market planning
/ Digital and social strategy
/ Influencer and partnership frameworks
/ Execution support
02
WHO IT’S FOR
For businesses with traction that need a senior strategic partner to bring discipline to growth.
WHAT’S INCLUDED
/ Seasonal GTM strategy
/ Category and assortment strategy
/ Cross-functional alignment
/ Revenue forecasting, pricing, and promotion
/ Operating rhythms and team structures
03
For teams that need experienced leadership without a long ramp—or have an important, ambiguous problem that doesn’t fit neatly into anyone’s job description.
/ Interim or fractional leadership coverage
/ Bridging a leadership gap
/ Ambiguous, cross-functional business problems
/ Special projects requiring senior strategic ownership
/ Flexible leadership across brand, product, commercial, and GTM
About Whitney
I’ve spent my career in the space between the brand people believe in and the business that has to deliver it.
Most recently, I led apparel strategy for On across the Americas, helping the team scale through one of the brand’s highest-growth periods. Before that, I spent eight years running my own consultancy, building brand and go-to-market strategy for companies like Tillamook, Hood River Distillers, and Kimo Sabe Mezcal.
My career has crossed brand, merchandising, product, marketing, sales, and commercial strategy. That breadth used to feel difficult to explain. Today, I consider it one of my biggest advantages.
I like understanding the whole system: how the consumer connects to the product, how the product connects to the story, how the story connects to the commercial model, and how the people inside the business actually make all of it happen.
I’m also increasingly interested in how AI changes what’s possible—not technology for technology’s sake, but as a tool to make better decisions, reduce friction, connect information, and turn ideas into action.
I’m endlessly curious, highly commercial, and happiest somewhere between the big idea and figuring out how we’re actually going to make it happen.
I’m based in Portland, Oregon, and work with brands wherever they are.