Haystack Technologies

Led brand strategy, product positioning, and market development for Haystack Technologies and Orbit, a patented inventory intelligence platform designed to reduce sample waste and improve operational visibility across the building materials industry.
Brand Strategy Positioned Haystack as a technology leader within the building materials industry
Product Design Developed market positioning for a patented inventory intelligence platform
Executive Leadership Worked directly with the CEO, CFO, and CTO on growth and market direction
Business Context Physical samples drive product selection across the building materials industry, yet most manufacturers and showrooms operate with limited visibility into sample movement, showroom engagement, and downstream business impact.
Strategic Challenge Orbit required a market narrative capable of translating a highly technical inventory intelligence system into a commercially relevant solution for an industry still heavily dependent on manual workflows and disconnected operational systems.
Leadership Scope Directed technical marketing, product positioning, customer education, and go-to-market strategy in partnership with executive leadership. Defined market-facing communication around operational visibility, showroom intelligence, and data-driven decision-making while helping align Orbit’s development with real industry workflows and customer adoption needs.
Business Impact Established Orbit’s positioning as a sample intelligence platform designed to reduce waste, improve operational visibility, and create measurable business insight across manufacturers, distributors, and showroom networks. Supported executive communication, pilot strategy, and broader industry education efforts as Haystack expanded its presence within the flooring and building materials market.

Peelz Fruit Wraps

Directed brand strategy and growth communication for a rapidly expanding cannabis accessory company introducing a new tobacco-free consumption experience through wraps made entirely from real fruit.
10+ Countries Supported international expansion and broader market growth
Category Creation Defined consumer communication around a new product experience
Early-Stage Growth Involved prior to website, packaging, and distribution infrastructure
Business Context Peelz entered the cannabis industry with a fundamentally different product: wraps made entirely from real fruit designed to offer a more natural, tobacco-free smoking experience.
Strategic Challenge Because the product introduced a new category experience, the brand required strong customer understanding, cultural alignment, and retail communication to establish legitimacy and drive adoption.
Leadership Scope Directed brand development, audience growth, retail communication, and long-term market strategy in close partnership with the founder. Established a clearer customer narrative around authenticity, tobacco-free consumption, and category differentiation as the company expanded internationally.
Business Impact Strengthened Peelz’s positioning within the cannabis accessory market while supporting broader expansion across digital presence, retail communication, and international growth as the company scaled into more than 10 countries.