Brand strategy for food and beverage.

A positioning problem often appears as a media or growth problem. The product can be good while the reason to choose it remains unclear. I work with founders, brands and leadership teams to understand the customer, the category and the place the business can credibly occupy.

Food, beverage and consumer products are a core part of my experience, from Breville’s North American launch to Volpi’s category strategy and La Quercia’s brand and commerce work.

Consumer and audience research, category analysis, brand positioning, brand architecture and go-to-market strategy. The output is a practical framework for product, communication, content and partnerships.

The work starts with the question that will change a business decision. It can shape a launch, a category repositioning or the next stage of an established brand.

At Volpi, consumer insights led us to a different eating occasion for cured meats and a partnership with U.S. Soccer. At Breville, product innovation became a brand people sought out through chefs, useful content and original entertainment.

I carry the positioning into the content, production and commercial plan so the strategy has a clear expression in the market.