About Us
As expert brand builders with 25+ years combined experience in strategy and the CPG industry, we are energized by your vision, and we want to empower you to win.
What We Believe
Challenger brands are powerful change-makers
Consumer-obsessed, scrappy and doggedly-persistent, they are disrupting existing categories and making the world a better place. They are characterized more by mindset than by size, and must fight to maintain their edge through growth.
Business-driven marketing delivers sustainable growth
Growth at all costs is costly. To achieve long term profitability, brands must take a holistic approach that balances growing consumer demand while operating within business constraints. They must do the strategic work to prioritize marketing investments, while continually evaluating impact and ROI.
Compelling brand positioning fuels exponential results
Winning products are laser focused on clear and relevant benefits that meet real consumer needs. They reinforce their narrative with aligned communications at each touchpoint, which break through the noise and cultivate an authentic consumer fan base.
Our Team
Courtney Shane
Courtney is known for being a results-driven operational and marketing leader, with a consultant’s ability to step into uncertainty, quickly analyze a situation, and rally a cross-functional team toward clear strategic priorities that drive business performance. She is a behavioral economics nerd and loves that CPG marketing offers the best opportunity to put those theories into practice. She has built a track record of success across a wide range of products, categories, and companies, including three brand turnarounds (Windex®, Nesquik®, and Nestle Toll House®). Courtney has a passion for helping challenger brands identify metrics that matter, develop clear strategies, and craft narratives to sell those brand visions to stakeholders.
Courtney holds a BS in Mathematics and Computer Science from Georgetown University and an MBA, with a focus on Marketing and Finance, from Northwestern’s Kellogg School of Management.
Stephanie Riederman
Stephanie is a passionate and mission-driven marketing leader, and expert in building brands from traditional CPG to early-stage startups. She has managed behemoths such as Honest Kids® and State Fair®, but most recently helped launch Eat the Change® as one of its first employees, scaling the brand as Marketing Director from $0 to a run rate of $20 MM in annual sales. As a devoted foodie who loves to cook and try out the latest restaurant or packaged food trend, Stephanie is energized to help challenger brands bring their innovative ideas to life. She knows what it’s like to be in your shoes, bringing creativity, holistic thinking, and an analytical mindset to help you define and execute your goals.
Stephanie holds a BA in Political Science from Columbia College and an MBA, with a focus on Marketing and Finance, from Northwestern’s Kellogg School of Management.
QUESTIONS? LET’S CHAT.
Reach out and tell us about your brand.