A decade of building a consumer brand from zero to exit. Now I work alongside founders on profitability, growth, capital, and the hard calls in between.
Before we talk about how I work, here's where I start.
When the math works, you choose your path. Profitability starts by going deep into the right metrics.
The product line that needs cutting. The hire that doesn't perform. The investor conversation that keeps getting postponed. Those decisions compound.
Whether you want to raise capital, explore a sale, or keep building on your own terms, the groundwork starts now. Tighten the margins, sharpen the story, and start the right conversations before you need them.
"Working with Chris changed how I think about the business. He pushed me on decisions I was avoiding, introduced me to partners I still work with today, and helped me build a business that's more profitable than it's ever been."
Daniel Shim, Founder & CEO, ONDO
I started at J.P. Morgan covering consumer companies. Then I left to build my own.
I spent 10 years building Koio. My co-founder and I started with nothing: no industry connections, no experience making shoes. We knocked on 40+ factory doors in Italy before finding a family business willing to take a chance on us. In the early days, our Brooklyn apartment was the warehouse, the showroom, and the office.
Over the next several years, we built it into a real brand. Retail stores across the U.S., partnerships with Nordstrom and Neiman Marcus, features in GQ and Vogue. We raised $20M and built a team of people we genuinely cared about.
Then the math stopped working. COVID hit, privacy laws changed, online marketing got more expensive, and consumer spending pulled back. The playbook that worked in 2019 didn't add up by 2023. We were losing money with limited runway. We spent the next 18 months in survival mode. Cut marketing, closed stores, shut down the office, let go of people we deeply cared about, and killed products we loved. We renegotiated every vendor contract we had. We came out profitable.
Then came the exit. Three years, 200+ buyer conversations, and a lot of near-misses before we finally closed.
Build, scale, fix, exit. I've lived the full arc. Now I bring that playbook to founders who are building something they're proud of.
I work with a handful of brands at a time. Some need a strategic partner. Some need an operator in the room. The format fits the situation.
I work alongside founders on the decisions that shape where the business goes next. Profitability, growth, capital, positioning, and the calls your board and your team won't make for you.
This is hands-on strategic guidance from someone who's sat in your seat and made the same decisions you're making. Retainer, project-based, or equity. Every engagement starts with a conversation.
Start a ConversationWhen you need someone to step in and lead. I take on fractional or interim roles (CEO, COO, CFO) for brands that need an experienced operator in the room.
Growth strategy, team building, channel expansion, or navigating a transition. I spent a decade in the operator seat. If your brand needs hands on the wheel, let's talk.
Start a ConversationIf you're a consumer brand founder and you want to talk with someone who's been in your seat, let's talk. If we're not a fit, I'll tell you quickly.
I built these for founders at an inflection point. They're a starting point to figure out where you stand and what to do next.
14 questions to help you figure out if the right move is to restructure, raise, pivot, or sell. Takes 5 minutes.
Take the Diagnostic →23 questions that show you how buyers would evaluate your business today, and what gaps to close first.
Get the Scorecard →Plug in 6 numbers and know your CAC, LTV, and LTV:CAC in 2 minutes. If something's off, you'll see it.
Calculate Now →6 inputs, a realistic range. Based on real transaction multiples, not the numbers your investors want to hear.
Get Your Range →Excel template that scores your brand's financial health (0–100) across 4 categories and 16 metrics, benchmarked against your specific vertical. Tells you where your business is strong, where it's exposed, and what to fix first.
Get the Checkup →A few things founders usually ask before we start.
Very. I work directly with you on strategy, decisions, and the hard calls. In the room, every week.
I don't run your ads or manage your books. I work at the strategy and leadership level. If you need specialists for the rest, I can point you to the right people.
For the right brand, I step in and run things. Fractional or interim CEO, COO, or CFO. Whether it's a growth phase that needs experienced hands, a founder transition, or a brand that needs an operator while you focus elsewhere.
Every engagement is different. Some founders want an ongoing partner for the strategic decisions that come with growing a brand. Some want help on a specific question. Some want an operator in the room. We figure out the right format on the call. Structures include retainer, project-based, and equity.
I'm a Partner at Thunder VC, which gives me access to institutional deal infrastructure when a situation calls for it: buyer outreach, transaction execution, and capital raise support. Commerce Catalyst advisory work is independent; Thunder resources come in for deals.
Usually within days. Ongoing work can start right after an initial conversation if it makes sense.