Selected Work

Different markets. A consistent discipline.

Higher education, federal programs and consumer brands. The context changes; the operating discipline does not.

$40M

Lifetime sales

5,000+

Retail doors

$13M

DTC sales

Penn alumni holding Penn Alumni towels at a campus event

Customer Acquisition & Pipeline Development

University of Pennsylvania

Challenge: A selective program with strong outcomes but an applicant pipeline concentrated in a narrow set of geographies and feeder institutions.
Intervention: Built the outreach engine and partner relationships that turned a regional applicant base into a national pipeline.

500+Impact · Applications annually

What became possible · A regional program gained a repeatable national acquisition system — pipeline growth no longer dependent on a single campaign or cycle.

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A raised hand holding a Census 2020 'Count Me In' flag in front of a federal building

Community Engagement & Market Penetration

U.S. Census

Challenge: Participation gaps concentrated in communities where institutional messaging carries limited trust and conventional media buys underperform.
Intervention: Designed and led community engagement that reached historically undercounted populations through trusted local access.

1M+Impact · Community & audience reach

What became possible · A trusted local messenger network remained available for future civic and institutional engagement well beyond the campaign window.

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Market Development & Commercial Growth

Kreyòl Essence

Challenge: An early-stage consumer brand with a differentiated product, a compelling origin story and no repeatable commercial engine.
Intervention: Co-built a consumer company from founding-stage operation to national retail distribution and durable commercial scale.

$40MImpact · Lifetime sales

What became possible · A culturally rooted concept became a nationally distributed consumer company with the systems, credibility, relationships and operating experience required to compete in larger markets.

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Channel & Partnership Development

Kreyòl Essence

Challenge: Distribution opportunities arriving faster than the organization could evaluate, sequence or support them profitably.
Intervention: Built the retail, marketplace and partnership architecture that carried the brand into thousands of doors nationally.

5,000+Impact · Retail doors

What became possible · Distribution could expand without outrunning operations, because each channel was supported by forecasting, merchandising and replenishment before it scaled.

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Customer Experience & Product Innovation

Kreyòl Essence

Challenge: Strong first purchase, inconsistent repeat behavior — and a product roadmap driven by intuition rather than evidence.
Intervention: Used customer insight to shape positioning, product development and a direct-to-consumer experience that compounded.

$13MImpact · DTC sales

What became possible · Product and experience decisions were made against evidence rather than intuition, making repeat revenue a designed outcome instead of a by-product.

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Growth Strategy & Customer Acquisition

Shea Radiance

Challenge: The brand had an established product story and customer proposition, but needed greater structure around how awareness translated into acquisition, conversion and repeatable growth.
Intervention: Helping a founder-led beauty brand connect customer insight, acquisition strategy and performance measurement into a more disciplined growth system.

DisciplinedImpact · Growth framework

What became possible · The business gained a growth system it could measure and improve — so future marketing investment could be judged on commercial outcome, not activity.

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Creative Strategy & Market Activation

Urban Suburban Film Festival

Challenge: A Philadelphia film festival needed a coherent way to present itself, reach its audiences and carry one recognizable identity across the materials supporting its 2013 edition.
Intervention: Designed the festival’s 2013 go-to-market plan and translated its positioning into a logo, print collateral and a practical branding guide.

2013Impact · Brand and market activation mandate

What became possible · The festival had a recognizable identity and a practical market-facing system that could carry from strategy into outreach materials.

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