Fractional Brand Director for Scaling CPG
You've raised your Series A/B and you're expanding into retail. Your brand needs to grow up.
I help you build the strategy and creative direction to get there without hiring a full-time executive.
I’m Willie
As co-founder of global oat milk brand Minor Figures, I spent a decade inside a brand, seeing it from every angle. Not from a safe distance, but smooshed right up against the glass, in the thick of it—selling, scaling, making it up as we went.
Brands aren't theoretical to me. I've seen what sticks, what fades, what turns heads, and what gets ignored. Some of it was strategy. Some of it was seizing opportunities. Some of it, I'll never be able to explain.
Now, I work with CPG companies doing $3-10M revenue as a Fractional Brand Director. You're expanding into retail or preparing for your next round, but you're not ready to hire a full-time executive. I embed with your team to lead brand strategy, guide creative direction, and build the infrastructure you need to scale.
How I work:
Brand Strategy Sprint
3-week focused engagement
We dig into positioning, go-to-market strategy, and creative direction. You leave with clear frameworks, prioritized next steps, and a brand ready to scale.
Brand positioning and differentiation
Go-to-market strategy for your growth phase
Messaging and creative direction
90-day action plan
Follow-up support
Fractional Brand Director
Ongoing partnership
I work with your team two days per week—leading brand strategy, guiding creative, and keeping everything aligned with what actually moves the business.
Strategic brand leadership
Creative direction and oversight
Team and vendor management
Quarterly strategy reviews
Direct access between sessions
Who this is for:
CPG brands doing $5-20M in revenue. You're expanding into retail, preparing for fundraising, or scaling past the scrappy phase.
You need someone who's been inside a brand that's scaled—not theory, but real experience making the hard calls.
Let's Talk:
30-minute intro call. We'll figure out where you're at and if this makes sense.