Brand & Growth Strategy
Common Thread finds the connection between things that appear separate — culture, consumers, brands, creativity, media, and growth — and pulls it into a single, cohesive strategy.
What I Do
Most consultants specialize in one lane. Common Thread operates across all of them, because growth doesn't live in a single channel. It lives in the connection between them.
Portfolio strategy, brand architecture, audience segmentation, and go-to-market planning that sets the foundation for sustainable growth.
Multi-channel media planning, upfront negotiation, investment sizing, and performance frameworks built for your business objectives. Not just impressions.
Messaging strategy, campaign architecture, and communications planning that ensures your brand speaks with a consistent, compelling voice at every touchpoint.
From product positioning to launch sequencing, I build the strategic case and media roadmap for new products entering competitive categories.
Sports, entertainment, and cultural partnership strategy covering everything from identification and valuation through negotiation and activation planning.
Fractional strategic leadership, agency briefing, team alignment, and cross-functional collaboration support for in-house marketing teams.
About
Common Thread is a strategic consulting practice built to help brands connect consumer insight, communications, culture, media, and business growth.
With experience managing $150M+ in annual media investment, launching innovation products for household brands, and developing strategies across complex, multi-brand portfolios, Common Thread brings a connected approach to solving business and marketing challenges.
Common Thread brings senior-level strategic thinking directly to brands that need it - without the overhead.
Brands I've worked across
Selected Work
Built the full go-to-market communications strategy for Capri Sun Hydrate, a new product entering a highly competitive category. Developed differentiated media architecture to drive breakthrough awareness among health-conscious parents.
New category entry · Differentiated positioning
Built the strategic business case for increased investment across three innovation launches, aligning consumer opportunity, launch ambition, and growth objectives to unlock $18M in incremental funding.
+$18M incremental investment secured
Directed media strategy supporting the Kraft Heinz NFL partnership for Kraft Mac & Cheese and Velveeta, activating across sports tentpole moments to maximize cultural relevance and consumer reach.
Multi-brand NFL activation strategy
Negotiated $3M+ in added-value media placements across Q2–Q3, building strong publisher relationships and delivering 18% cost savings against the planned media budget.
18% cost savings · $3M+ added value
Reassessed category dynamics and shopper behavior during COVID-driven disruption, recommending strategic audience and investment shifts that contributed to a 7% increase in eCommerce market share.
+7% eCommerce market share
Planned and executed brand initiatives across 19 Kroger private-label brands in 72 local markets, ensuring alignment with market trends, consumer preferences, and retail sales priorities.
19 brands · 72 local markets
Get In Touch
Whether you're launching a new product, building a media strategy from scratch, or need a senior strategic partner, I'd love to hear what you're working on.