Wise CPG provides senior-level fractional leadership and advisory support across category management, commercial strategy, and insights for scaling CPG brands.

Brand & Market Health Diagnostic
A fixed-scope assessment of your syndicated and retailer data investments, reporting, processes, and team capabilities. I identify what’s working, what isn’t, where you have gaps, and what should be enhanced, integrated, or eliminated.

Fractional Commercial & Category Leadership
Ongoing senior-level support that turns SPINS, Circana, NIQ, Numerator, and retailer data into commercial strategy. That can include line reviews, brand story development, retailer storytelling, trade and assortment decisions, competitive strategy, and executive-level business reviews.

AI Discovery Pilot
A practical assessment of where AI can remove manual work, accelerate analysis, and improve commercial workflows, as well as where it adds complexity without enough value.

I believe great data analytics is as much art as science. CPG is ultimately a human business, not just spreadsheets, a prompt, or an algorithm.

I started my career with blue-chip, Fortune-100 CPG training and have spent the last 15+ years building category management capabilities and teams across emerging brands and categories.

I’ve sat across the desk from every major retailer in the U.S. (and have the airline miles and Marriott points to prove it!) I’ve dealt with tough customers and worked with incredibly collaborative, strategic retail partners. I’ve done more line reviews than I can count. And I’ve spent months at a time in set rooms leading category captaincies and drawing planograms.

I know what happens after the dashboard gets built.

I’ve watched good brands lose distribution while a great data story sat buried in a scorecard on a shared drive. Or worse, when companies invest in syndicated data only to leave valuable insights untapped because their teams didn’t know how to find them, interpret them, or turn them into action.

I’m not a data vendor, and I don’t have a solution to sell you. My advice is independent, customized, and prescriptive. You’re not getting an email link to a massive pivot table, or a recommendation wrapped in data jargon.

You’re getting the unvarnished, plain-English truth about what’s happening in your business, what matters, and what I believe you should do about it.

I help you make better decisions beyond dashboards.

With a short conversation. You walk me through what’s working, what isn’t, and what you believe is holding the business back. I’ll tell you whether I can help.

If there’s a fit:

• NDA & data-provider TPAs — so we can get into the numbers.

• Brand & Market Health Diagnostic — so we have an objective view of where you stand and where the biggest opportunities are.

• Strategic Workshop — 2 to 4 hours, in person when possible, to prioritize what we’re solving, identify key stakeholders and executive sponsors, and establish a roadmap.

• Retainer agreement & IT onboarding — then we get to work.

Engagements start with a fixed-fee Brand & Market Health Diagnostic, which gives us a shared understanding of your business, data ecosystem, and priorities before we determine what ongoing support makes sense.

From there, most clients move to a monthly retainer based on the level of support, leadership, and involvement their business needs.

Excellent question! Can your sales and marketing teams answer these three questions right now?

• What is one data insight that led to a significant business outcome?

• On which core metrics are your leading competitors outperforming you, and why?

• Where is your biggest retailer white-space opportunity, and what does the data say about it?

Your team may not be able to answer all three. But there’s a good chance your customers or brokers have a point of view.

Having [insert resource name] isn’t the same as maximizing your syndicated data investments.

If your team can answer all three confidently, support the answers with data, and knows what to do about them, you probably don’t need me.

I’m a firm believer in radical candor. I’ll tell you what the data says, challenge assumptions when needed, and be clear about the decisions required to meet your objectives.

I also help fill the gaps that naturally develop between functional teams at fast-growing brands. That means bringing sales, marketing, category, leadership, broker, and agency partners together so everyone works from the same numbers, interprets them the same way, and moves toward the same priorities.

We’ll establish clear milestones and a regular working cadence, with quarterly executive reviews to step back and ask: What’s working? What’s outdated? What have we learned? What’s next?

The goal is a team that’s sharper, more aligned, and more self-sufficient than when I showed up.

Drop a note at hello@wisecpg.com.

If someone sent you my way, mention them. I’d like to know who to thank!

Good people know good people.