Most consumer brands don't have a product problem.
They have a decision problem.
The hardest decisions aren't about what to build next.
They're about where to invest, what to simplify, how to improve margins, when to expand, and how to build an organization that can sustain growth.
I partner with founders, CEOs and investors to help navigate those decisions with the perspective of someone who has spent more than twenty years leading product and merchandising organizations across startups and global brands.
Every Growing Brand Reaches a Point Where Experience Matters
The companies that reach out to me are usually experiencing one of three things.
Growth has created complexity.
The business is growing, but product, merchandising and planning decisions are becoming harder instead of easier. Teams are moving quickly, but not always in the same direction.
Something feels off.
Margins are under pressure. Inventory continues to build. Best sellers have slowed. The team is working hard, but leadership knows something deeper needs to change.
The next chapter requires a different level of thinking.
Whether preparing for expansion, entering wholesale, raising capital, hiring key executives or repositioning the business, leadership wants experienced judgment before making expensive decisions.
How I Think
I've learned that companies rarely struggle because they lack ideas.
They struggle because too many good ideas compete for the same resources.
The hardest part of leadership isn't generating opportunities.
It's deciding which opportunities deserve investment.
Most of my work is helping leadership create clarity around those decisions before they become expensive.
Not by adding more complexity.
By helping teams focus on what matters most.
The goal is not more product.
It’s better decisions that compound over time.
How I Help
Every engagement is different because every business is different.
My role stays the same.
I become a trusted extension of the leadership team, helping navigate the product, merchandising and commercial decisions that shape the future of the business.
Areas where I most often partner include:
Product & Category Strategy
Helping leadership define where to grow, where to focus and what not to build.
Merchandising & Commercial Strategy
Creating product strategies that strengthen brand positioning while improving profitability and long-term growth.
Pricing, Inventory & Margin
Helping leadership make better decisions around pricing, inventory investment and product complexity before they become financial problems.
Organizational Design
Supporting founders and executive teams as they build product organizations capable of scaling with the business.
Executive Partnership
Serving as a strategic thought partner through the decisions that don't have obvious answers.
How We Work
I don't believe the best answers come from disappearing for six weeks and returning with a presentation.
The best decisions happen through conversation.
My work is collaborative.
We challenge assumptions. Pressure-test ideas. Evaluate tradeoffs. Build alignment.
And make better decisions together.
Sometimes the outcome is a long-term product strategy.
Sometimes it's a clearer pricing architecture.
Sometimes it's organizational change.
Sometimes it's helping leadership gain the confidence to move forward.
The work looks different every time.
The objective never changes.
Better decisions. Stronger businesses.
Hi, I'm Annie.
For more than twenty years, I've helped consumer brands navigate the decisions that shape their future.
Today, I serve as Chief Product Officer at Halfdays, leading product, merchandising, design, sourcing and planning. Previously, I've held executive leadership roles at The North Face, Crocs, VF Corporation, Craftsy and Lands' End, working across businesses ranging from high-growth startups to global brands.
Over the course of my career, I've learned that the hardest decisions aren't usually about what to build next. They're about where to invest, what to simplify, when to expand and how to build an organization that can sustain growth.
I continue to operate inside a high-growth consumer brand because I believe the best advice comes from someone actively making these decisions every day, not someone reflecting on them from years ago.
I've learned that experience doesn't just teach you what works. It teaches you what not to do. That's often the most valuable perspective I bring to the room.
About Shortform
Impact
Throughout my career, I've partnered with leadership teams to solve some of the most important growth, product and commercial challenges facing their businesses.
A few examples include:
64% revenue growth through product, pricing and assortment strategy at Halfdays
17% revenue growth and 500 basis points of gross margin expansion leading Global Women's Merchandising at The North Face
9.7% revenue CAGR and a 20% improvement in SKU productivity leading a $660M global wholesale business at Crocs
$37M in incremental revenue through customer segmentation and product storytelling at Lands' End
3x revenue growth across eight categories while helping scale Craftsy through acquisition
Who I Partner With
Founders & CEOs
Helping leadership teams navigate the product, commercial and organizational decisions that shape the future of their businesses.
Investors
Supporting investment diligence, portfolio companies and executive teams through growth, transition and transformation.
Leadership Teams
Providing experienced judgment during moments where alignment, clarity and speed matter most.
Let’s Talk
The best conversations usually begin with a problem that doesn't have an obvious answer.
If you're navigating growth, preparing for what's next or simply looking for an experienced thought partner, I'd love to hear your story.