{"id":12,"date":"2024-07-25T01:15:16","date_gmt":"2024-07-25T01:15:16","guid":{"rendered":"http:\/\/joyfulplate.com\/michelle_lawton\/?page_id=12"},"modified":"2026-08-13T18:50:27","modified_gmt":"2026-08-13T18:50:27","slug":"home","status":"publish","type":"page","link":"https:\/\/michellelawton.com\/","title":{"rendered":"Home"},"content":{"rendered":"\t\t
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Welcome<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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I\u02bcm Michelle Lawton, business and brand consultant in the consumer products world\u2014particularly in the space where indulgence meets health & wellness. <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ask us about Joyfulplate
Tasting Parties<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Guided by intuition throughout my life and career, I\u2019ve been lucky enough to pursue what I\u2019m good at, in areas I love, alongside people I enjoy working with. But one crucial lesson I\u2019ve learned is that complacency is not an option. Every day presents a new opportunity for growth and transformation. For people, and brands.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The Human Experience\u2014<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Lately, I\u2019ve been thinking about the human experience, in all its dimensions\u2014from staying healthy to occasionally indulging \u2014all with an eye toward moderation. In my years as a market research moderator, I\u2019ve 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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Food & Beverage<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"SR\"<\/figure><\/div>
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Health & Wellness<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"065uaiCApaX7sVvWBH2jmtJ-25\"<\/figure><\/div>
\"Bayer<\/figure><\/div>
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Pet Wellness<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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As a market research expert, I ask consumers the questions my clients are thinking. That\u2019s because I\u2019ve 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\u2019s oldest and most prestigious wines. The samples were good, and the travel was great. But it wasn\u2019t 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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Brand Management Experience<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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An Extended Part Of The Team<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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 <\/span><\/span>and strategic partners.\u00a0 I bring a strong and respected network and <\/span><\/span>talented team of designers and content creators to help express a brand\u2019s <\/span><\/span>truth.\u00a0 <\/span>I am<\/span> committed to organizations with social responsibility and causes I care about: wellness, sustainability, food security and world peace. <\/span><\/span>We\u2019re<\/span> all in this together.\u00a0<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Professional Overview
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\"\"Accomplished lifestyle marketing executive with 20+ years of strategic experience across U.S. and E.U. companies, specializing in food, beverage, and lifestyle sectors.<\/p>

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.<\/p>

Team builder: strong network and respect, demonstrated ability to tap executives for key team roles.<\/p>

Recognized industry speaker and trendsetter, adept at translating consumer culture into actionable marketing strategies that resonate with audiences and drive business success.<\/p>

Energetic entrepreneur with complementary understanding of larger scale corporations.<\/p>

Strength in leading cross functional teams and inspiring creatives\u2013all with a sense of good cheer and respect for others.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Services<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/p>

I offer fractional rates of my time on a quarterly or 6 month basis. I also\u00a0work on a project basis based on need.\u00a0<\/p>

Leading Role 50%<\/strong><\/p>

Supporting Role 33%<\/strong><\/p>

Sub-in 20%<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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