Not a project. An executive role.
Creations Foods is a high-volume food manufacturer with multiple business lines. They needed more than a consultant. They needed someone to own the entire sales and marketing function. The company was losing hundreds of thousands monthly when we stepped in.
We took the fractional CMO seat, reporting directly to the CEO. That meant full accountability: budget, strategy, projections, team management, broker relationships, agency oversight. The whole operation. We managed brands including Toatzy, High Key, and Moon Cheese, and led the evaluation and integration of brand acquisitions.
This wasn't a pitch deck that lived in a drawer. It was 15 months in the trenches, turning around a struggling operation and making decisions that mattered.
Stealth health
One thing we established early: stop leading with "healthy." Yes, the cookies are plant-based. But shouting that from the front of pack might actually hurt sales. Health claims rarely convince anyone to pay more than 5-10% extra. Worse, they can marginalize a product in the mind of the average shopper looking for an indulgent treat.
Our approach: keep the health info available for those who seek it out, but don't make it the headline. Lead with indulgence. Let the product speak for itself. The health-conscious shoppers will find what they're looking for on the back of pack. Everyone else gets a cookie that just looks delicious.
Simple shift, big impact on how the brand showed up in market.