I build brands

that perform and provoke.


Hi, I’m Woody, a global brand strategist and marketing leader with 15+ years of experience shaping brands that deliver consistent performance via cultural provocation. My work spans startups, IPOs, and iconic global brands. My approach is grounded in rigor, intuition, and an endless curiosity for what makes people tick.

Along the way, I’ve had the chance to:

  • Create brand storytelling that blends growth marketing, analytics, and measurement to drive impact

  • Lead campaigns and platforms that redefined categories — from tech to DTC, luxury, cannabis, hospitality, and more

  • Build and manage high-performing, cross-functional teams across the U.S. and Europe

  • Partner with founders, CEOs, and CMOs to scale brands through critical moments — from launch to IPO and beyond

Work I'm proud of

Work I'm proud of

My story

Back Market (2021–2025)

Back Market began as a challenger brand with a bold mission: extend the life of tech and fight overconsumption. By the time I joined, it was scaling fast but still relatively unknown. My mandate was clear — make refurbished not just acceptable, but aspirational.

At Back Market I led the evolution of our global brand strategy — shaping how we differentiate in the circular economy and proving you can do more with what you already have. I helped build a brand that stands out, sparks conversation, and drives meaningful impact — leading campaigns, content, and partnerships that challenged industry norms and shifted consumer perception.

SWAT by Kirshenbaum (2013–2021)

SWAT was a different kind of agency: lean, scrappy, and built to punch above its weight. Founded by Richard Kirshenbaum, it specialized in brand strategy, creative campaigns, and design for ambitious entrepreneurs and entrepreneurial divisions of major companies — from birth to IPO.

I led account management and strategy across Wheels Up, Goldman Sachs, Delos, EleVen by Venus Williams, Furtuna Skin, and more. We shaped brands at critical inflection points, creating identities, campaigns, and content that scaled them into cultural relevance.

Saatchi & Saatchi (2010–2013)

Saatchi was where I cut my teeth, learning how global advertising moves. From new business pitches to Miller Lite, I saw how big ideas get made — and how discipline and hustle turn strategy into creativity at scale.

What I do

Expertise

Brand & Growth Strategy

Campaign Leadership

Building and Scaling High-Performing Teams

Data-Driven Strategy, Planning & Execution

Consumer Insight & Segmentation

Strengths

Cultural Relevance

Performance + Brand Marketing Integration

Creative Strategy & Ideation

Full-Funnel Marketing Systems

Rigor in Measurement & Optimization

Experience

Global + U.S. Market Focus

Circular Economy, DTC, Tech, and Luxury

IPO-Stage Storytelling & Launches

Scaling Brands from Startup to Multi-Billion Valuations

I believe that

Strategy means nothing without execution

Cultural relevance is a brand advantage

Creativity and AI have to coexist. When used right, AI doesn’t replace imagination, it accelerates it

Strong teams build strong brands

The NY Giants may surprise this year (they won’t)