Geoff B.

I help consumer and CPG teams make the decisions that need to be settled before creative development, product development, or launch: who the brand is for, what it should stand for, how the portfolio fits together, and which innovations deserve investment. I spent eleven years in Brand Management at SC Johnson, most recently as Director of Innovation. I owned brand strategy, innovation pipelines, P&Ls, brand communications, media, and commercialization across six categories and global markets. In one year, I rebuilt an innovation pipeline from $7MM to over $100MM in projected contribution. The framework I use connects consumer, brand, portfolio, and growth decisions instead of treating positioning, messaging, and launch as separate projects. Depending on the brief, that can include: Target consumer, Jobs to Be Done, demand spaces, and competitive context Positioning, purpose, personality, and tone of voice Brand architecture, portfolio role maps, and messaging architecture Innovation pipelines, go-to-market, channel, and communications strategy I can diagnose where a brand is unclear or contradictory, lead the work to resolve it, or pressure-test a plan your team has already built. Since 2025, I have also been building Dioma, an early-stage, self-funded consumer software company, as founder and CEO. At SC Johnson I had teams, agency partners, and seven-figure budgets. At Dioma I write the positioning and copy, set up the analytics, run paid experiments, decide what to build next, and change course when users prove an assumption wrong. For smaller brands, I build around the people, time, and budget you actually have. I also advise brand and innovation teams on practical uses of AI: where it fits, what is noise, and where human judgment still matters. I keep that work advisory and do not sell system implementations. I typically work as a project-based partner, fractional lead, or on-call advisor for a defined stretch of work. My style is direct and practical. I will tell you what I think, ground the recommendation in consumer truth and commercial reality, and give your team something it can use..