Janice Greenwald
CPG Marketing Consultant
Hello!
I've been in CPG marketing for over 15 years. I partner with early-stage CPG founders/CEOs to guide marketing strategy and develop tactical plans that result in growth.
I've been on the brand side and have operated as a marketing consultant, mentor, advisor, and fractional CMO. I have also provided due diligence to Private Equity firms. Additionally, I have been a mentor and instructor for leading consumer products accelerator programs including SKU and BeyondSKU.
I received my MBA from Duke University and BA in Economics from Colby College.
Sampling of the brands I've worked with.
Some brands I've mentored and/or advised.
What I Do.
While I have experience marketing brands from <$1mm to $500mm in revenue, my expertise is marketing early-stage CPG brands in new and innovative categories - we're talking $1-$20mm in revenue. If you've done $80mm in D2C but are just entering retail, you can probably use my help too! The core of what I do is partner with founders and CEOs to determine what's working, what's not working, and how I may best support the team with both strategy and execution. Let's chat so I can learn more about you and your business and see if my experience lines up with your needs!
Examples of what I can help with:
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identify + define target consumer
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develop and/or refine brand positioning
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consumer research
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product + innovation strategy
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channel strategy
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marketing plan development
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team building strategy
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agency selection + collaboration (e.g. prepare briefs, project management) --packaging, creative, media, social, digital, influencer, PR, etc.
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velocity tactics (e.g. shopper marketing, coupons, trade support, merchandising, etc.)
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e-retail – e.g. instacart, gopuff, etc.
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field marketing strategy (demos, events)
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sales support + partnership (e.g. sell sheets, sales decks)
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category + competitive analysis (e.g. SPINS, IRI, nielsen analysis)
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budget development + management
About Me.
I am a senior marketing leader with 20 years of marketing experience including more than 15 years of experience in CPG across fresh foods (produce, dips, spreads), organic snacks, skin care, baby food, and alcohol/beverage. I was classically trained in marketing/brand management at Unilever before moving on to fast-growing mid-size and start-up brands in the natural food & beverage space (Sabra, Rhythm Superfoods, Bowery Farming, Kombrewcha). I have a passion for growing natural products brands in emerging + disruptive categories and helping to build marketing programs and teams from the ground-up.
I received my MBA from Duke University and my bachelor's from Colby College. In my free time, I enjoy hiking, traveling, exploring new cuisines, and visiting all of the playgrounds that Brooklyn has to offer with my husband and ridiculously adorable 4 year old son.