Clarity that moves you forward — faster.

Founder to founder advisory for consumer brands navigating retail, DTC, and growth.

I help founders walk through the entrepreneurial maze confidently — with less time, money, and energy consumed along the way.

Growth doesn’t fail because founders don’t work hard enough. It fails because they take the long way through the maze. The path forward becomes crowded with options - more channels, more advice, more pressure to move faster. At every stage of growth, founders are asked to make dozens of decisions a day— many of them expensive, irreversible, and high stakes.

ABOUT ME

The entrepreneur’s journey doesn’t come with a map, but it helps to have someone who’s walked it before.

I’ve been on the ground, in the “arena” for over 20 years, building and operating consumer brands across wellness, beverage, lifestyle goods, regulated products, and now kids hydration. I’ve run physical retail for 15 years, navigated wholesale, DTC, and national distribution through growth phases, market shifts, margin pressure, and the moments where hard decisions have real consequences.

And through all of that, I’ve worked with agencies that didn’t deliver, joined programs and courses that weren’t designed for the realities of business, burned cash learning things the hard way, executed major pivots, and developed a strong instinct for what to pursue — and what to avoid. The result: leaner systems that allowed us to double our sales and simplify operations instead of hiring more people.

This work exists because, many times over the years, I wished for somebody to simply say:

“I’ve been here before. This is what I learned, maybe it can help you.”

Today, building on my work with Tealish and alongside launching Elec’trik Kids, I bring that lived experience to my advisory work — collaboratively helping founders reduce complexity, sharpen priorities, and make decisions that support sustainable growth without quietly consuming their lives. I’m here to make your journey feel a little less heavy and lonely — and your next steps a lot more clear and confident.

HOW I WORK WITH FOUNDERS

As your thinking partner and guide, I help you cut through complexity, clarify direction, and move forward with confidence.

  • When you need a thinking partner - decisions feel heavy and you don’t want to make them alone.

    This is founder-level decision support grounded in lived experience and practicality. I act as an honest thinking partner at inflection points — helping founders navigate trade-offs, simplify priorities, and make grounded decisions informed by having built, pivoted, and evolved real consumer brands over time.

    This work is about:

    • high-stakes decisions

    • prioritization under pressure

    • simplifying when things feel chaotic

    • not carrying it all alone

    I work with a small number of founders in monthly advisory relationships focused on clear, grounded decision-making.

  • When the brand feels unfocused — and growth feels harder than it should.

    I help founders:

    • identify what’s helping growth — and what’s quietly hurting it

    • stop doing things that drain cash and time without moving the needle

    • sharpen positioning and messaging

    • clarify who the brand is really for

  • When retail interest creates more confusion than confidence.

    I help founders:

    • assess real retail readiness

    • decide which channels make sense — and which don’t

    • avoid expansion mistakes that damage margins and focus

    • understand buyer signals and objections

  • When paid media, agencies, and “growth advice” aren’t working.

    I help founders:

    • stop burning cash on misaligned agency strategies

    • design lean, founder-led digital systems that support — not stress — the business

    • make smarter decisions about digital spend

    • understand what actually matters in DTC at their stage

    I don’t manage ads. I help you decide where digital deserves investment and where it doesn’t.

NOTES FROM THE JOURNEY

Take the First Step

I start with a focused 15-minute conversation to understand where you are and whether my advisory work is the right fit. This is a grounded, honest, no-pressure discussion — not a sales call.