Fractional field marketing for early- and growth-stage CPG brands — turning activation into culture, and culture into retail velocity.
In Market
Fifteen years building field marketing engines — now offered in the window where it matters most.
My bread and butter is building programs from the ground up — the strategy, the systems, and the team that turn an idea into a field engine.
Over fifteen years across CPG — from Kellogg, Kettle Brand, and Campbell's to Alani Nu, PRIME, Optimum Nutrition, and Lucky Energy — I've learned where I create the most value: the first six months to a year. That's when a field program gets designed, staffed, and tuned into something that actually drives trial and converts to shelf pull.
Once that machine is built — the right people in the right positions, the playbook documented, the engine running itself — it needs a steady hand, not a full-time leader. That realization is exactly why I took my experience fractional.
It lets me do the part only senior experience can do: help brands build, scale, and own a blueprint for a field marketing engine that drives trial and converts into shelf pull — without carrying the full-time cost once it's self-sustaining.
Field marketing is won market by market — so I go where the work is. I'm location flexible and embed in-market for months at a time, giving a priority market the on-the-ground focus it needs, anywhere it needs it.
Stand up the strategy, hire and place the right people, and pressure-test the program in market until it drives trial and shelf pull.
Expand what's working, lock in the operating rhythm, and hand over a blueprint your team can run.
A finely tuned machine that runs itself — with me available at the level your stage actually needs.
Sampling moves units once. Culture moves them on repeat. The work is building the second thing.
Field marketing isn't a sampling line item. It's a culture-building and retail-velocity engine — and most brands are leaving both on the table.
Activations that earn a place in someone's night out, not just a sample in their hand. Venues, partners, and moments people actually want to be part of.
Every field play is designed to move product off the shelf and prove it — tying activation directly to retail sell-through and repeat purchase.
Fifteen years across the biggest names in CPG. I build the plan and run it in market — embedded with your team, accountable to your numbers.
The same playbook for every brand is the fastest way to blend in. I build the one that fits yours.
I don't build cookie-cutter programs. I build the program that works for your brand — starting with who your consumer actually is.
Every engagement starts the same way: we identify your target consumer, then build a plan to reach them in a way that's specific to your brand — not lifted from someone else's launch.
What that plan looks like changes with the realities of your business: your brand identity, your distribution, your retail authorizations, your ACV, and how we find a genuinely unique way to connect with your consumer.
Consumers see through cookie-cutter programs. The only way to stand out is to make it special — and that's the part worth paying senior experience for.
Who you are and the moments that ring true for your brand.
Where you actually show up — and where the field effort should follow.
The doors you're in, and the ones the program needs to pull through.
How widely you're available, and what that means for where trial pays off.
The unique angle that makes your audience stop, try, and come back.
From legacy CPG giants to the energy and functional brands defining the category right now.
Alani Nu, PRIME, Lucky Energy — high-velocity activation in the fastest-moving aisle in the store, where field presence makes or breaks a launch.
Optimum Nutrition, Isopure, thinkThin — building credibility with the gym, collegiate, and performance audiences that drive the category.
Kellogg, Kettle Brand, Campbell's — large-scale brand building and field execution inside organizations operating at national retail scale.
Taking emerging brands from concept to shelf presence — the exact stage where a sharp field strategy compounds fastest.
Fractional by design — plug in at the level your stage and budget call for.
For founders who need the strategy and the playbook.
For teams that need a senior operator in the work.
Your field marketing function, run end to end.
End-to-end ownership of your flagship events and trade show presence — strategy, build, staffing, and execution — layered onto any tier above.
The full field toolkit, sharpened across a decade and a half in the category.
Sampling reimagined as brand experience — programs that build affinity and move product, not just hand out product.
Moments people remember and post — designed to live well past the day they happen.
The right rooms and the right co-brands — sourced, negotiated, and activated.
Full-stack event presence that turns a booth into a pipeline.
Campus as a culture and velocity engine — reaching the audiences that set the category's trends.
Every program tied back to sell-through, so field spend reads as growth, not cost.