WiseCPG provides senior-level fractional leadership and advisory support in category management, shopper insights, and sales & commercial strategy to help CPG brands scale.

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 gaps exist, and what to improve, integrate, or eliminate.

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

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

Talent Coaching & Development
Smart junior talent still needs someone to teach them how to think beyond the report. I provide hands-on coaching and development for early-career category, insights, sales, and analytics professionals, helping them build stronger analytical instincts, commercial judgment, and confidence with syndicated and retailer data.

Great data analytics is an art, not a science.

CPG is a human business, not just spreadsheets, prompts, or algorithms.

I started my career with blue-chip, Fortune-100 CPG training and have spent 13+ years building category management capabilities and teams across challenger brands in disruptive categories.

I’ve sat across the desk from every major retailer in the U.S. (and have the airline miles to prove it!)

I’ve dealt with tough customers and worked with collaborative, strategic retail partners too. I’ve done more line reviews than I can count. I’ve spent months at a time in windowless set rooms leading category captaincies and drawing planograms.

I know what happens after the dashboard is built.

I’ve seen brands lose item distribution while a great data story sat buried in a scorecard on a shared drive. Or worse, when companies invest in data and leave critical insights untapped.

I’m not a data vendor, and I don’t sell tools. My advice is independent, custom to your business, and prescriptive. You’re not getting emails with massive pivot tables or recommendations wrapped in vague, fluffy jargon.

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

I help you make better decisions beyond dashboards.

We start with a short conversation. We’ll discuss what’s working, what isn’t, and what’s holding the business back. Then 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 focus on what we’re solving, identify key stakeholders and executive sponsors, and establish a roadmap.

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

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

Most clients then move to a monthly retainer, sized to the support, leadership, and involvement their business requires.

Excellent question! Can your sales and marketing teams answer this today:

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

2. Which core metrics are your leading competitors outperforming on, and why?

3. Where is your biggest retailer white-space opportunity, and what does the data say?

You may not be able to answer all three questions. But your customers or brokers probably 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 and back it up with data, you don’t need me. That’s a strong sign you’re leading well. Nice work!

I believe 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 close 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, reads 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 arrived.

Drop a note at hello@wisecpg.com.

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