Field marketing that turns trial into sales.
I build and run sampling, experiential, and collegiate programs for CPG food and beverage brands, as a fractional lead. Fifteen years in the category, including the field program behind Alani Nu.
- 15+
- years in CPG field marketing
- 12+
- brands activated
- Alani Nu
- field program built from the ground up
Brands I've built, launched, and activated
- Alani Nu
- PRIME
- Lucky Energy
- Optimum Nutrition
- Isopure
- thinkThin
- Kellogg
- Kettle Brand
- Campbell's
At Alani Nu I built the field program from the ground up: sampling concentrated where the right consumer already was, campus ambassadors who became a community, and events people wanted to be part of. That work compounds best at the early and growth stage, which is where I focus now.
What I build
Field marketing works when product reaches the right people, in the right places, often enough to change what they buy, and when there's a shelf nearby to buy it from.
Product sampling
Targeted trial where your consumer already spends time, backed by seeding that keeps you present between visits, at a pace that builds habit rather than one-off awareness.
Experiential
Activations, pop-ups, and venue partnerships people remember and share, designed to drive people to the store, not just to the table.
Collegiate programs
Campus ambassadors who are part of the scene, building repeat purchase in a community that talks constantly and graduates into your core consumer.
- Field activationSampling programs built to move product, not just hand it out.
- Experiential marketingMoments designed to live well past the day they happen.
- Venue & brand partnershipsThe right rooms and co-brands, sourced, negotiated, and activated.
- Trade showsEvent presence that turns a booth into a pipeline.
- Collegiate marketingCampus programs that reach the audiences setting category trends.
- Retail velocityEvery program tied back to sell-through, so field spend reads as growth.
How an engagement runs
I do the most good in the first six months to a year, while a program is being designed, staffed, and tuned. Once it runs, it needs a steady hand rather than a full-time leader. That's why I work fractionally.
- Months 0–6
Build and tune
Set the strategy, hire and place the right people, and pressure-test the program in market until it drives trial and sell-through.
- Months 6–12
Scale and document
Expand what's working, lock in the operating rhythm, and hand over a playbook your team can run.
- Ongoing
Keep it running
The program runs on its own, with me involved at whatever level your stage calls for.
Every plan starts with your consumer
I don't reuse another brand's launch. We start with who your consumer is, then build a plan around the realities of your business.
- Brand identity
- Who you are, and the moments that ring true for you.
- Distribution
- Where you actually show up, and where field effort should follow.
- Retail authorizations
- The doors you're in, and the ones the program needs to pull through.
- ACV
- How widely you're available, and where trial pays off.
- Consumer connection
- The angle that makes your audience stop, try, and come back.
Ways to work together
Fractional by design. Choose the level your stage and budget call for.
Advisory
For founders who need the strategy and the playbook.
- Field and experiential strategy
- Market and channel prioritization
- Activation playbooks your team can run
- On-call senior counsel
Embedded
For teams that need a senior operator in the work.
- Everything in Advisory
- Hands-on program build and management
- Venue and brand partnership sourcing
- In-market execution oversight
Fractional lead
Your field marketing function, run end to end.
- Everything in Embedded
- The full field calendar and budget
- Team and vendor management
- Retail velocity reporting to leadership
Add events and trade shows
End-to-end ownership of flagship events and trade show presence (strategy, build, staffing, and execution), added to any level above.
Planning tools
Not ready for an engagement? Start here. Field marketing only pays off when your product is deeply available on shelf and the budget can sustain it, so the assessment checks that first.
Field Marketing Readiness Assessment
Thirteen questions on distribution, retail, budget, and goals, with an instant verdict on whether a field program will pay off for you right now.
Program Blueprint
A grassroots sampling program built for one market at a time: team size, weekly schedule, full budget, and a downloadable plan and spreadsheet.
In-Store Demo Plan
For brands on shelf with a major retailer: ambassadors, demo kits, a weekly demo schedule, and the full budget.
Tell me about your brand, your retail footprint, and what you want the field to do.
rakravitz@gmail.comNow booking fractional engagements.