Positioning and go-to-market strategy built for you.
I help you identify your best customers, clarify why they should choose your product, and build a practical plan to reach them.
POSITIONING
Understand your competitive alternatives, identify your best-fit customers, and define what makes them need your product.
Pricing + Offers
Shape your pricing, packaging and product offers around what customers value and what makes commercial sense for your business.
EXECUTION + OPtimization
Choose the markets, channels and route to market that fit your products, then establish the priorities for a successful launch, re-launch or expansion.
Selected Commercial Work
Premium Seafood | Product Strategy & Commercial Viability
I was brought in to help grow sales of a premium seafood product, but my work revealed an opportunity to rethink how the business was bringing its products to market.
By examining customer buying behavior, product economics, and purchasing occasions, I helped identify opportunities to better align the offering with customer needs. This informed changes to product configurations, pricing, and the broader commercial approach. The result was a broader commercial proposition designed to appeal to additional customer segments without abandoning the product's premium positioning.
Seafood | COMPETITIVE POSITIONING & Go-to-Market
I worked with seafood businesses that had quality products but hadn't clearly established why customers should choose them over competing alternatives.
Through competitive research, I identified an opportunity to position the product through its exceptional quality and the trust associated with a family-run business.
I developed a premium brand identity, including the logo, and launched an e-commerce website designed to reinforce that positioning throughout the buying experience.
The result was a cohesive premium brand and online sales channel that communicated the product's distinctive value to its intended audience.
Home Services | Customer Segmentation, Positioning & GTM Strategy
I worked with a multi-million dollar garage door company serving both residential and commercial customers in a competitive market.
Through competitive research and an evaluation of its customer audiences, I identified an opportunity to strengthen the company's positioning by communicating differently to each segment.
A workmanship guarantee provided a meaningful point of differentiation, but residential homeowners and commercial buyers had different priorities and reasons for choosing a provider.
I helped develop a more targeted positioning approach that emphasized the company's value in ways relevant to each audience, rather than relying on a single message for everyone.
“A very positive experience. I now see how important it is to hire a professional with knowledge and experience in marketing. I will absolutely work with Kelly for any future social media / marketing management needs.”
“Excellent service and extremely detailed/knowledgeable. Takes her time to learn the product and business to offer valuable marketing tools. Highly recommended.”
“Just wanted to say that our new website is launched, and we are so thankful for your help in terms of structuring the content, catchphrases, concept, etc. I don’t know what we would have done without you!”
Initiate a Productive Dialogue like these fine folks did.
Launching something new, entering a new market, or rethinking an existing offer? Tell me what you’re working on.
