Biography

Willie is the Minor Figures guy.

Innovator, brand-builder, pioneer, visionary, from conception to global scale, distribution, expansion, team growth.

Practical, strategic, scrappy, creative hands, shaping identity, start-up grit, story teller, culture shaper, community maker, collaborator, always.

Global markets, international reach, success carved from the hustle, innovation-driven, growth-fuelled.

Now, post-Minor Figures, expanding, guiding, helping brands, with new frontiers, making waves, crafting legacies.

That's Willie.

Proven
Expertise

I’ve built strategies from the ground up—covering brand, sales, marketing, distribution, production & supply chain. These foundations supported a global CPG operation, cutting through multiple regions and sales channels.

I apply these same skills to guide brands seeking to break into new markets, offering bespoke support on scaling from scratch to international.

Real
Growth

I've led and nurtured teams across multiple continents, built international distribution networks, and delivered steady year-on-year sales growth.

Now, I help emerging brands navigate their own growth journeys, focusing on the pitfalls and priorities needed to thrive in competitive landscapes.

Brand
Impact

Minor Figures is a legitimate lifestyle brand with real impact—one that resonated far beyond the product. I spearheaded MFFM, a global music community, building an online platform, a record label, and immersive real-world experiences. Festival stages at SXSW and We Out Here.

This kind of brand potency is what I bring to others; helping brands develop cultural relevance that lasts.

People
First

Business is built on people, not just numbers. I prioritise creating environments where diverse teams thrive—humility and joy at the centre.

My work helps companies foster strong team cultures, build inclusive communities, and align their growth with the values that matter. When people feel connected, business flourishes.

How we can

work together

As a founder & creative brand strategy specialist with a decade of experience driving growth, I excel in helping bold, innovation-led brands craft their identity and achieve meaningful impact in the US market.

With first-hand experience leading Minor Figures' expansion, I offer a rare combination of creative vision and operational expertise to navigate complex, competitive landscapes.

Based in NYC, I bring local insight and a global sensibility, specialising in:
> Creative brand storytelling & strategy
> Audience research and cultural insights
> Strategic partnerships & distribution
> Building magnetic people & culture

My approach empowers brands to adapt nimbly, connect deeply, and thrive in dynamic, fast-evolving industries.

Hit me up to

find out more