02 / Case files · Anonymized at client request

Selected Work.

Numbers are real. Names are confidential.

A representative cross-section of engagements across the four rings: consumer commerce, SaaS, enterprise, and the editorial work. Specifics, references, and full deliverables are available under NDA.

$1B+

Aggregate enterprise
value influenced

60+

Brands & SaaS
companies advised

15 yrs

Operator &
advisor tenure

9 figs

Largest single
engagement scope

Filter by ring 9 cases · all anonymized

CASE 10

Consumer brand · GMV advisory

CONFIDENTIAL

A DTC apparel brand crossing the inflection.

$12M → $67M

Annual GMV · 22 months

Brief

A profitable DTC apparel brand stalled at $12M GMV. The product was strong and the operating system was weak: CAC was creeping, retention had plateaued, and retail conversations were going nowhere.

What I did

Rebuilt category architecture & SKU rationalisation
DTC channel expansion: paid, organic, and creator
Retail partnership strategy across 3 national accounts
Full operating-system rebuild at the $30M inflection

Industry · Apparel / lifestyle

CASE 02

Consumer SaaS · Shopify ecosystem

CONFIDENTIAL

A marketing-tech platform from zero to product-led growth.

$0 → $4.2M

ARR · 18 months

Brief

Seed-stage Shopify-ecosystem SaaS with strong founder intuition and zero pricing discipline. It needed product-market refinement and a GTM motion that didn't burn the founder out.

What I did

0-to-1 product strategy & positioning
Pricing architecture & packaging
Founder-led → team-led growth transition
Repositioned GTM to open up enterprise alongside PLG

Industry · Marketing tech

CASE 03

Enterprise · Innovation program

CONFIDENTIAL

A global CPG defending against DTC challengers.

8% share

Defended · 12 months

Brief

A $400M+ category leader watching share migrate to faster, sharper challengers. The internal team had the talent but not the operating speed, so we built the speed.

What I did

Consumer-grade innovation playbook installed in-house
Two new product lines, ship-to-shelf in 6 months
Defensible digital-first acquisition strategy
Board-level cadence + capability builds

Industry · Global CPG

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CASE 04

Consumer brand · M&A advisory

CONFIDENTIAL

A beauty brand sold to strategic at peak.

9-fig. exit

Sell-side · 9 months

Brief

Profitable DTC beauty brand with a strong P&L and a quiet acquisition signal from a strategic. Needed sell-side prep without losing the operator narrative.

What I did

Sell-side preparation & financial repositioning
Operator narrative, language the buyer could underwrite
Negotiation support across two-stage process
Closed to strategic at multiple of last-round valuation

Industry · Beauty / wellness

CASE 05

Consumer SaaS · YC seed → Series A

CONFIDENTIAL

A YC-backed payments platform rebuilt for the next round.

$1.8M → $22M

ARR · 26 months

Brief

YC payments startup at $1.8M ARR with a strong technical edge and a leaky onboarding flow. Series A pressure incoming; the GTM was the bottleneck.

What I did

Pricing and ICP restructure
Onboarding rebuild, TTV cut by 60%
Re-architected GTM to open up mid-market
Series A landed at 5× the previous round

Industry · Payments

CASE 06

Enterprise · Brand portfolio

CONFIDENTIAL

A multinational beverage holdco rationalised.

$1.2B portfolio

Restructured · 14 months

Brief

Nine sub-brands overlapped on consumer occasions with no portfolio logic, and margin compression was compounding quarter on quarter.

What I did

Consolidated 9 sub-brands into 4 clear families
Retired 2, launched 1 new tier-one brand
Re-priced the architecture by occasion
320 bps margin expansion year-over-year

Industry · Beverage / FMCG

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CASE 07

Consumer SaaS · AI commerce tooling

CONFIDENTIAL

An AI tool repositioned for commerce.

$3M → $38M

ARR · 20 months

Brief

A horizontal AI tool fighting category gravity, with strong tech, a weak narrative and fragmented buyers. The commerce vertical, and the shift to agentic commerce, was right under their nose.

What I did

Repositioned as commerce-native
Re-priced for the segment
Built the partner motion through agencies & platforms
Series C closed on category leadership narrative

Industry · AI / commerce

CASE 08

Consumer brand · Buy-side acquisition

CONFIDENTIAL

A roll-up thesis turned into a real platform.

3 acquisitions

Closed · 18 months

Brief

A PE-backed consumer platform with a roll-up mandate and no operating filter. It had lots of deal flow and low conviction, and it needed an operator's lens.

What I did

Built the operator screen, what to buy, what to pass
Diligence support across 14 candidates
Closed 3 acquisitions, integrated under one OS
Walked away from 11, the better outcome

Industry · PE-backed consumer

CASE 09

Press & speaking · Editorial program

CONFIDENTIAL

A founder's editorial & speaking presence built end-to-end.

12 placements

Tier-1 press · 12 months

Brief

A high-performing founder in a low-visibility category, who wanted a credible editorial & stage presence without becoming a LinkedIn influencer.

What I did

POV development & founder-voice editorial cadence
Tier-1 placements: WWD, CNBC, Adweek tier coverage
Keynote prep for 3 industry conferences
Podcast booking strategy & talk-track design

Industry · DTC consumer founder

"The thinking partner I didn't know I was missing · until nothing was the same after working together."

Client testimonial · DTC health & fitness founder · full case →

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Selected Work.

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