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Marketing for Emerging CPG Brands

Janice has been providing CPG brands with best in class marketing strategy & execution for nearly 20 years.

Janice Greenwald

Hello! I've been in CPG marketing for 18 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.

Janice Greenwald Consulting

STRATEGIC PLANNING

Develop marketing strategies aligned with business goals.

Janice Greenwald Consulting

BUDGETING

Build a bottoms-up budget aligned with strategy + business goals.

Janice Greenwald Consulting

GO-TO-MARKET PLANNING

In partnership with Sales, I develop a tactical marketing plan for successful launches.

Janice Greenwald Consulting

RESOURCING

Build out team of internal and/or external experts to deploy tactics

Janice Greenwald Consulting

DAY-TO-DAY OVERSIGHT

Ensure all elements of the marketing plan are being executed and resources are working in concert.

Core Services

Why Janice

01

INDUSTRY EXPERTISE

I have 17 years of experience marketing for CPG brands. I have a deep understanding of CPG marketing strategy + tactics as well as how to best partner with Founders/CEOs, Sales, R&D, Operations and Finance teams to support the overall business objectives.

02

CUSTOM PLANS + STRONG EXECUTION

Every client is unique and deserves a custom approach. Of course there are learnings from former clients that I pass on to new clients as well! One client said I was like the "conductor of a symphony" pulling all of the pieces of the marketing plan together to ensure seemless execution.

03

PROVEN RESULTS

As a FT employee, I helped to establish brands I've worked on as leaders in their categories (Sabra, Rhythm, Bowery). Now, as a consultant, my clients have stayed on for long-term relationships (1 year+) given consistent results that exceed expectations.

04

SCRAPPY + RESULTS-ORIENTED APPROACH

Let's be real. I work with startups. There are times I'll recommend working with an expensive agency (e.g. Packaging/Branding) but I always treat my brands as if I were the founder and the cash is mine - I'm very strategic with how each dollar is spent and always looking to optimize

Brands I’ve Worked With

Bowery
Sabra
Rhythm
Holle
Plantstrong
GoOats
GoOats
Plantstrong

Testimonials

Janice Greenwald Consulting

Janice was instrumental in developing the architecture of the brand to take us into the next phase of growth... she had the bandwidth to handle it all and keep it all organized in the midst of the chaos that companies our size create and thrive in.

Terry,

Sales, Rhythm Foods

Janice Greenwald Consulting

Janice is a wonderful mentor who fosters a supportive and collaborative environment. She is patient, approachable, and always willing to share her knowledge and insights generously. Her expertise has been invaluable in my professional growth.

Lexi
Marketing, Holle USA

Janice Greenwald Consulting

She creates organization out of complexity. In a whir and undaunted, she draws from the past to come up with creative, practical solutions to problems CPG start-ups face every day. Janice is extremely responsive,  generous, and whole-hearted.

Phil

Co-Founder + CEO, Yolélé

Identify + define target consumer

Develop and/or refine brand positioning

Consumer research

Product + innovation strategy

Agency selection + collaboration (e.g. prepare briefs, project management) --packaging, creative, media, social, digital, influencer, PR, etc.

Channel strategy

Marketing plan development

Team building strategy

E-retail – e.g. instacart

Velocity tactics (e.g. shopper marketing, coupons, trade support, merchandising, etc.)

Field marketing strategy

Sales support +
partnership (e.g. sell sheets, sales decks)

Category + competitive analysis (e.g. SPINS, IRI, nielsen analysis)

Budget development + management

Additional Services

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Contact Janice

Ways to Partner

01

Fractional CMO

Fully integrated into your team, Janice joins key meetings, develops the plans, and personally oversees all resources and team members.

02

Fractional CMO + VP/ Director

VP or Director is the day-to-day contact while Janice hires, directs, and oversees this person. Janice is still involved in key strategic meetings. Client gets more total hours at a reduced combined rate.

03

Marketing Advisor

No execution or direct team oversight. Janice takes meetings with key stakeholders as necessary. Janice is available over email for quick questions, review of materials, etc.

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