I work with consumer brands where product, positioning, and commercial execution need stronger alignment.
My role is to bring those pieces together, helping founders and leadership teams make clearer decisions, build stronger products, sharpen positioning, and create more sustainable growth.
I’ve spent more than 20 years operating inside consumer brands, backed by nearly three decades of experience across product, retail, sales, manufacturing, DTC, wholesale, and market expansion.
Operating Experience
My experience was built inside operating businesses, where product decisions affect margin, inventory affects cash, positioning affects demand, and execution determines growth.
I bring that operating perspective to brands that need experienced senior-level judgment across product, brand, and commercial decisions.
What I Do
I work across the core areas that shape product, positioning, and commercial performance.
Brand Strategy
Positioning, narrative, and market alignment.
Product & Line Strategy
Product direction, assortment architecture, pricing, and margin.
Revenue & Channel Strategy
DTC, wholesale, sales strategy, and channel mix.
Global Manufacturing
Sourcing, production strategy, costing, and execution.
Go-To-Market
Launch planning, inventory strategy, and commercialization.
Founder Advisory
Decision-making, pressure testing, and executive-level perspective.
How I Work
I work with a small number of brands at a time.
Most engagements are structured as monthly advisory retainers, providing consistent senior-level involvement across strategy, product, commercial decisions, and execution.
This creates continuity, faster decision-making, and stronger alignment across the business.
Selective project-based work is considered when there is a clear scope and outcome.
Who This Is For
I work primarily with founder-led and growth-stage consumer brands navigating important transitions, including launching, scaling, repositioning, expanding channels, and correcting areas of the business that have fallen out of alignment.
These are typically businesses that need experienced senior-level input across product, brand, operations, and commercial decisions without immediately building out a larger executive team.
Request Advisory
If you’re building or scaling a consumer brand and need experienced operating perspective across product, brand, manufacturing, channels, or growth, let’s talk.
Include a brief overview of the business, where you are today, and what you’re trying to solve.
James Herrault
Encinitas, CA, USA
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