Advisory
Lire en françaisFor founders and marketing leaders who need more than a positioning deck. Strategy that reaches product, go-to-market and the customer.
The brand has lost its clarity.
Growth may still be there on paper, but people can no longer say quickly why this brand and not another.
A range no longer gives a reason to choose.
Too many products, too many stories, and the category stops converting.
There is a real product, but no brand yet.
Something worth buying exists. The name, the meaning, the offer and the route to market still have to be built.
The strategy is right, but it is not reaching the market.
The thinking is sound. What is missing is the architecture that turns it into product, launch and customer reality.
Repositioning
A hero category had lost its reason to choose. The work rebuilt it around one idea, one product for one skin match, and carried it across retail, digital, CRM and education.
+49% category growth across 12 markets.
Read the SABON caseHow I work
Most brand work stops at the deck. Mine is built to survive contact with the market.
I start where value is leaking, at the point where a brand, a range or a launch stops being chosen. I define what has to change, build the strategic architecture around it, and stay close as it becomes product, go-to-market and customer experience.
Brand, product, go-to-market and customer value are not separate briefs. They are one line from meaning to market, and that is the line I work along.
Brand from zero
A real product backed by Laboratoires Boiron, with no brand yet. I built the brand DNA, an offer people could try at once, and the adoption model across pharmacy, e-commerce and CRM.
+25% partner-pharmacy network. New brand DNA. New product offer.
Read the ABBI caseRepositioning
A hero category had lost its reason to choose. The work rebuilt it around one idea, one product for one skin match, and carried it across retail, digital, CRM and education.
+49% category growth across 12 markets.
Read the SABON caseBrand from zero
A real product backed by Laboratoires Boiron, with no brand yet. I built the brand DNA, an offer people could try at once, and the adoption model across pharmacy, e-commerce and CRM.
+25% partner-pharmacy network. New brand DNA. New product offer.
Read the ABBI case
Luxury product
As International Product Manager, product development and international market intelligence on N°1 DE CHANEL: the level of rigour luxury demands before a single product ships.
Product development. International market intelligence. Cross-functional work.
Read the CHANEL caseBrand strategy is where I start, not where I stop.
The problem may begin in brand or marketing strategy and surface later in product, GTM, CRM, omnichannel or e-commerce. I work where those decisions have to become one coherent market system.
Brand and positioning
Where the reason to choose is built.
Product and offer
Turning strategy into something people actually buy.
Go-to-market
The operating model that carries a launch across markets.
Customer value
The lifecycle that keeps the relationship alive.
Luxury product
As International Product Manager, product development and international market intelligence on N°1 DE CHANEL: the level of rigour luxury demands before a single product ships.
Product development. International market intelligence. Cross-functional work.
Read the CHANEL caseIf this sounds like where you are, let us talk it through.
Based in Tel Aviv, working with brands internationally, in English and French.