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This has led me to write a new book, Moderating a Love Affair with Food.
Guided by intuition throughout my life and career, I’ve been lucky enough to pursue what I’m good at, in areas I love, alongside people I enjoy working with. But one crucial lesson I’ve learned is that complacency is not an option. Every day presents a new opportunity for growth and transformation. For people, and brands.
Lately, I’ve been thinking about the human experience, in all its dimensions—from staying healthy to occasionally indulging —all with an eye toward moderation. In my years as a market research moderator, I’ve led hundreds of focus groups, ethnographies and one-on-one sessions across health adjacent sectors, on subjects ranging from cold and flu, diabetes, weight loss, smoking cessation, and vitamins/neutraceuticals.
As a market research expert, I ask consumers the questions my clients are thinking. That’s because I’ve been in their shoes on the brand management / client side. In my role as Category Director Wine & Champagne and Global Leadership Team member, I had P&L responsibility for a wine portfolio of 13 brands (30% of corporate volume). I found my sweet spot in the culinary space, managing the business of some of the world’s oldest and most prestigious wines. The samples were good, and the travel was great. But it wasn’t all bubbles and press parties. I had to flex my left brain (commercial orientation, forecasting, inventory management, profitability) as well as my right brain (developing campaignable ideas on shoe string budgets). I learned how to do all that thanks to the brand management training I received at my first job at Richardson Vicks/Procter & Gamble five years prior.
You can think of me as an extended part of the team, available in a fractional capacity managing cross-functionally or to lead outside agencies and strategic partners. I bring a strong and respected network and talented team of designers and content creators to help express a brand’s truth. I am committed to organizations with social responsibility and causes I care about: wellness, sustainability, food security and world peace. We’re all in this together.
Accomplished lifestyle marketing executive with 20+ years of strategic experience across U.S. and E.U. companies, specializing in food, beverage, and lifestyle sectors.
Proven track record in revitalizing iconic brands, crafting compelling value propositions, and driving market growth through innovative product development, consumer insights, and strategic brand activations.
Team builder: strong network and respect, demonstrated ability to tap executives for key team roles.
Recognized industry speaker and trendsetter, adept at translating consumer culture into actionable marketing strategies that resonate with audiences and drive business success.
Energetic entrepreneur with complementary understanding of larger scale corporations.
Strength in leading cross functional teams and inspiring creatives–all with a sense of good cheer and respect for others.
Strategic/creative brand management, macro business assessment, market analysis (Nielsen, Spins), positioning, imagining new products, qualitative moderation, quantitative research/surveys, brand naming, design/creative agency management, big ideas.
I offer fractional rates of my time on a quarterly or 6 month basis. I also work on a project basis based on need.
Leading Role 50%
Supporting Role 33%
Sub-in 20%
Moderated hundreds of focus groups, ethnographies, 1×1’s in career. Company/brands include:
Food: Nestle (Tollhouse), Pepperidge Farm, Campbell’s Soup, Ben & Jerry’s, Heinz (Smart Ones), Hood (Heluva Good), BCI (Alouette), McCormick (Simply Asia/Thai Kitchen/Lawry’s, Grill Mates, Kitchen Basics), Ciao Bella Gelato, Twizzlers, Dole Fruit, Morton Salt, Frecious, Barely Bread, Applegate, Strong Roots.
Steve Kadisak: COO, OLD HOME FOODS: Michelle comes highly recommended as a fractional CMO resource. She has a great attitude and experience/skill set and jumped right in to help refine our brand messaging and highlight our unique attributes. Not only did she help us with brand strategy, she also did a great job with creative development (leading an outside agency) to more recently working with sales, managing shopper and digital marketing, and generally meeting the needs of the business as we go. Michelle is very positive and a persistent communicator. She takes on a variety of projects based on business needs and delivers results. If you’re in need of a marketing resource that has the ability to work at all levels of the pyramid, Michelle would be an excellent resource!
Jenny Chang; Sr. User Researcher at MyFitnessPal (Weight Loss App): I had the pleasure of working with Michelle to understand our consumer market. She helped us develop a research plan to conduct focus groups and offered strategic recommendations. Michelle has been a great partner, always open to cooperating on new ideas, and has consistently provided valuable insights for our team.
Jyoti Bansal-ALGRO INTERNATIONAL: Michelle has worked with Algro since 2017 as an extended part of our team on multiple projects from longer range innovation, investment pitch decks, naming, product development and branding. It has always been wonderful to collaborate with her and tap into her strong network in the natural food industry. Michelle’s expertise and dedication have been crucial to the success of our most recent project. She provided invaluable support in developing and executing the right branding strategies for us. Michelle effectively collaborated with our design agency, ensuring that the packaging design and website aligned perfectly with our brand’s identity. Her attention to detail and proactive approach helped us navigate various challenges, keeping us on track and achieving our goals. Her contributions were critical to our success, and I look forward to working with her again in the future.
Stan Fabian –former CEO Ciao Bella Gelato, EVP Sales and Operations at Boardwalk Frozen Treats: Michelle is creative, tenacious, and resolute in her quest to succeed. She combines strategic business experience with entrepreneurial savvy and a unique ability to effectively interact with team members, outside agencies, and board members…