Understanding the Shopper. Finding the Opportunity.
The same category can serve very different needs depending on where someone shops. My work in haircare focused on understanding those differences and translating them into assortment and retail strategies that better connected consumer needs with commercial opportunity.
Commercial Growth
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A broad product offering does not automatically make shopping easier. The opportunity was to understand what shoppers needed from their haircare trip and how the assortment could better support those needs.
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I challenged the assumption that an approach successful at one retailer would work equally well at another. Working with cross-functional and retail partners, I used shopper understanding to help shape recommendations around assortment, product placement and store-level relevance.
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This body of work uncovered a $35M category growth opportunity over 3- 5 years and created a roadmap for future expansion. More importantly, it reframed how growth could be achieved by aligning assortment, shopper behavior and retailer strategy around the needs of the consumer.
Big ideas, real impact.
For more than 20 years I’ve helped brands navigate growth, transform, and change.
Whether leading global brands, identifying category opportunities, or advising founder-led companies, I’ve consistently been drawn to situations where growth isn’t obvious.
My work sits at the intersection of consumer understanding, commercial strategy, and organizational influence.