Hello

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. Agile mind. Culture shaper. Community maker. Collaboration, always. Global markets. International reach. Success carved from the hustle. Innovation-driven, growth-fuelled.

Now, post-Minor Figures. Expanding. Guiding. Helping. New brands with. New frontiers. Making waves. Crafting legacies.

That's Willie.

StartUps

Laying the Foundation

For early-stage brands looking to define their positioning and enter the market with clarity and impact:

Brand positioning & narrative
Go-to-market strategy
Sales & distribution roadmap
Early-stage marketing & community building
Fundraising guidance

ScaleUps

Fueling Growth

For brands with traction, ready to refine strategy and accelerate commercial momentum:

Channel expansion strategy (DTC, retail, on-premise)
Trade marketing & demand generation
Sales optimization & key account management
Growth-focused brand strategy
Fundraising & investor storytelling

StandOuts

Category Disruption

For brands already making waves, looking to push creative boundaries and deepen cultural relevance:

Brand evolution & repositioning
High-impact creative strategy & campaigns
Cultural partnerships & experiential activations
Market expansion (US, UK, global)
Strategic leadership & ongoing advisory

Add-Ons

Precision Support,
When You Need It

For brands that need targeted expertise on a specific challenge or opportunity:

Retail pitch deck & buyer presentations
Creative campaign ideation & execution
Investor materials & fundraising support
Sales training & team workshops
Fractional brand leadership

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.