I help founders, executive teams, and investors build scalable consumer brands through product innovation, channel strategy, pricing discipline, and commercial execution.
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For more than 40 years, I have helped transform innovative products into scalable businesses across sports nutrition, dietary supplements, functional foods, protein snacks, and performance beverages.
My experience spans product innovation, commercialization, omnichannel expansion, pricing strategy, retail execution, and enterprise value creation for brands including Quest Nutrition, JYM Supplement Science, EAS, MET-Rx, Bang Energy, Weider Nutrition International, and others.
Today, I advise founders, executive teams, and investors on building the commercial architecture required for sustainable, profitable growth.
I have helped build and commercialize category-defining brands across sports nutrition, dietary supplements, functional foods, protein snacks, and performance beverages — with hands-on experience spanning specialty retail, DTC, Amazon, grocery, mass, convenience, gym channels, international distribution, and major partners including GNC, The Vitamin Shoppe, Bodybuilding.com, Walmart, Target, Kroger, H-E-B, 7-Eleven, Circle K, Amazon, and iHerb.
Positioning, pricing architecture, portfolio strategy, market expansion, and channel planning.
Stage-gate development, commercialization, product line architecture, and innovation pipelines.
Specialty retail, grocery, mass, convenience, ecommerce, Amazon, and international distribution.
P&L discipline, contribution margin, promotional strategy, pricing governance, and retail execution.
SKU rationalization, velocity analysis, margin improvement, and product lifecycle management.
Aligning marketing, sales, operations, finance, and product teams around one commercial strategy.
Most companies do not stall because they lack great products. They stall because positioning, innovation, pricing, distribution, marketing, and execution begin pulling in different directions as the business grows.
I call the discipline that keeps these functions aligned Commercial Architecture.
When the commercial system is designed correctly, brands scale faster, retail relationships strengthen, product launches become more successful, and enterprise value compounds over time.
The work is not about adding more activity. It is about identifying the commercial roadblocks that prevent a good brand from becoming a scalable business — then building the operating discipline to move through them.
Define the consumer problem, competitive enemy, product promise, pricing logic, and message architecture so the brand becomes easier to understand, sell, and scale.
Evaluate the SKU mix, margin structure, innovation pipeline, and product roles so every item has a reason to exist and a clear path to commercial contribution.
Sequence growth across DTC, specialty retail, Amazon, grocery, mass, convenience, and international markets while protecting pricing power and retailer trust.
Connect sales, marketing, product, finance, operations, and leadership around the same commercial priorities so growth becomes more disciplined, measurable, and profitable.
Helped develop commercial frameworks supporting expansion from specialty retail into broader channels while the business grew from $22 million to $240 million.
Built an omnichannel growth engine spanning DTC, Amazon, specialty retail, international distribution, and strategic channel partnerships.
Helped accelerate specialty retail growth and establish commercial strategy that supported broader national channel expansion.
No Mistakes Nutrition Guide
Consumer education focused on practical nutrition and physique transformation.
Performance Nutrition & Sports Supplement Coach
Co-authored professional education program for health and fitness professionals.
Writing Sports Supplement Review, authoring nutrition guides, and developing educational programs for fitness professionals was not simply about publishing content. It became a front-row seat to the evolution of sports nutrition.
Researching ingredients, evaluating products, studying consumer behavior, and explaining complex science in practical terms gave me a unique window into what people were actually trying to solve — not just what brands wanted to sell.
That perspective continues to shape my work today. The strongest brands do not win because they make more products. They win because they solve better problems through disciplined innovation, clear positioning, and commercial execution.
Whether you are launching a new product, entering new channels, optimizing your portfolio, or preparing for investment, I help leadership teams build the commercial systems that create long-term enterprise value.
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