Ashton B.

Brand strategy, retail experience & packaging from PepsiCo and Haleon (Centrum), now helping brands of every size build what's next :) Hi! I'm Ashton, and for 20 years I've been a brand builder and strategist working where creativity meets commercial reality. Most recently I was Global Director of Experience Design & Innovation at Haleon (formerly GSK/Pfizer Consumer Health), where I led innovation and the global brand renovation of Centrum. Before that I was Director of Strategy, Brand & Customer Experience at PepsiCo Global Design & Innovation. Earlier in my career I led creative strategy that won Macy's iconic Christmas Windows in New York, Super Bowl brand partnerships and growth work for Fortune 500 companies. Where I can help: - Brand strategy and positioning: who you're for, what you stand for, and how to say it - Brand identity and packaging systems, especially in CPG, supplements, consumer health, food and beverage - Retail, pop-up and brand experiences: 15 years designing award-winning stores, windows and fixtures, so your brand works on the shelf, in the space and on screen - Innovation and new product development: from concept to launch, without the endless stage gates - Creative direction across campaigns, retail and experiential Today I run Stuffed, my own design and innovation studio (stuffed.design). I use AI to move faster and explore more widely, with senior judgment deciding what's actually good. I also advise strategy firms and investment teams on CPG growth and market dynamics, which keeps my thinking commercially sharp. Whether you're launching something new or know your brand has outgrown itself, let's chat. I'd love to hear what you're building!