Scaling a CPG brand isn’t just about selling more - it’s about scaling smarter.

Margins, distribution, compliance, promo calendars, retail readiness… it gets complex fast. And if you don’t know what you’re walking into, it’s easy to burn time, money, and momentum.

If you're here, you’ve already got traction - but you’ve also got questions:

• Do I have enough margin to support retail?

• Should I go direct to stores, or bring in a distributor?

• What margin structures do buyers and distributors expect?

• What about promotions - who funds them, how often, and what do they cost me?

• Do I scale by state, or roll out nationally?

• Can my production actually keep up with increased demand?

• How do I fund this next phase and what are the traps?

• Am I ready for Coles or Woolworths - or just hoping I am?

• Do I even have the decks, price lists, and sales tools I need to pitch properly?

These are the exact questions I help founders answer every day.

I’m not just a consultant or a lawyer.

I’m your plug-in commercial lead - someone who’s scaled brands from startup to supermarket, negotiated with distributors, landed national retail deals, and built the sales, ops, and legal infrastructure to support it.

As your Fractional Head of Sales & Strategy, I step into your business to guide your growth - bridging what you want to build with what the market actually demands.

Or, if you prefer a little less formality:
I’m your embedded growth partner - helping you move faster, negotiate smarter, and scale with a whole lot less stress.

Retail & Distribution Strategy

• Margin modelling: are your numbers retail-ready?

• Choosing the right go-to-market: direct vs distributor vs hybrid

• Distributor selection, deal negotiation, and margin alignment

• Rollout planning: state-first, national, or major account-led?

Sales Tools & Buyer Readiness

• Pitch decks, price lists, brochures and sell sheets that actually sell

• Structuring your trade terms and promotional offers

• Prepping for range reviews, buyer meetings, and onboarding

Operational & Financial Scale Planning

• Stress-testing your production and supply chain for volume

• Cash flow strategy for growth: promo funding, stock requirements, and lead times

• Distributor onboarding and ops support: from first PO to reorders

Label Compliance & Regulatory Support

• Label and packaging compliance checks (especially for majors or export)

• Product claims and categorisation - avoiding red flags with TGA, ACCC, or buyers

• Full retail readiness: what you need in place to land (and stay in) Coles, Woolworths, Chemist Warehouse and more

Fast, focused, and founder-first.

You don’t need a 6-month strategy deck or a bloated retainer. You need someone who can step in where it matters, bring clarity to the chaos, and help you make smart, commercial decisions.

I join you inside the business:

• In strategy meetings

• On distributor calls

• Reviewing deals, decks, and pricing

• Supporting your team and helping you lead from the front

Whatever the gap is - I help you close it.

• Growth plans that are strategic and realistic

• Sales materials that open doors

• Clean contracts, stronger deals, and better margins

• Clearer decisions, faster moves, and less second-guessing

All backed by someone who’s been there, done it, and still does.