Brand · Packaging · Photography · Campaigns · Content · Digital · PR · Social · Paid Media · Web · Ecommerce
Those capabilities matter. We do them too.
But #NEWIR can also work behind and across them — connecting the strategy, product, commercialization, systems, talent, data and operational decisions required to move the business forward.
What #NEWIR connects
The strategy, systems and decisions behind and across the work
← Put the label back
#NEWIR
BrandPackagingPhotography
Campaigns · Content · Digital · PR · Social · Paid Media · Web · Ecommerce
The agency layer
Peel back the label →
Years spent inside marketing, product development, commercialization and cross-functional operations create context a single-discipline view cannot.
One senior point of contact
Direct access to experienced leadership that stays close to the business and the work.
Connected story
The objective stays intact from strategy through execution.
Fewer handoffs
Less context is lost between teams, agencies and specialists.
Greater efficiency
People, priorities and resources stay aligned around the same objective.
Hands-on ownership
Advisor when counsel is needed. Leader when direction is required. Doer when something needs to get done.
Specialist expertise
Bring in the capability the business needs without unnecessary agency layers.
More of your investment goes toward the expertise and execution the business actually needs.
#NEWIR directs and produces the creative disciplines required to bring strategy into market.
Packaging
Shelf presence that earns the pick.
Photography
Images made to sell, not fill space.
Videography
Motion that holds attention.
Brand identity
One consistent system across every touchpoint.
Campaign + content
Messaging built for each channel.
Digital experience
Sites and journeys people act on.
Launch materials
Sales-ready from day one.
Creative direction
One clear point of view, start to finish.
RENEE ROBERTSON
Leadership
Founder & Owner
Fractional CMO
Marketing, Commercialization & Growth Executive
Renee brings 26 years of marketing and business leadership across strategy, commercialization, product and service development, brand, digital, operations and growth.
She has built marketing functions, led teams and budgets, directed agencies and vendors, owned portfolio profitability, guided commercialization and transformation, and worked across product, sales, merchandising, supply chain and executive leadership.
26+ Years
Marketing leadership
CMO-Level
Operating-company leadership
Cross-Functional
Marketing, sales, product + operations
Hands-On
Strategy through execution
“What stood out most was Renee’s ability to combine strategy with execution.”
Leadership can flex around the business need.
Explore Solutions →The #NEWIR Story
#NEWIR did not start with an agency model and work backward. It grew from decades spent inside businesses, leading across strategy, insights, brand, product and service development, commercialization, sales, customer and consumer marketing, creative, content, digital, PR, events, marketing operations and execution.
That experience shaped a different view of marketing.
Marketing has never been just about the message or what people see. The most interesting part has always been understanding why something is not performing, where the disconnect actually begins, and what needs to change to move the business forward.
That means looking beyond a campaign or deliverable to the decisions, people, processes, systems and market realities surrounding it.
It is the perspective #NEWIR was built on.
“She quickly dug into the root issues surrounding our processes and systems and helped provide clarity.”
Senior leadership holds the throughline. Specialist capability strengthens the areas where it adds value.
Social + Motion Creative
Social Media · Digital Animation · Creative
Visual Content + Production
Photography · Videography · Reels + GIFs
Culinary + Product Innovation
Food Science · Product Specs · Labeling
Digital + Systems
Systems · Workflow · Digital Analysis
Digital Experience + Integration
Web · Integration · Experience
Digital Build + Development
Web Development · Digital Implementation
If the business needs stronger leadership, tighter connection or experienced ownership, start with the business need.
Depth of Context
Understanding built from working inside the business — not observing it from a single discipline.
Worked across
Leadership · Marketing · Sales · Product · R&D · Operations · Finance · Agencies · Vendors · Suppliers
Understands
Customers · Consumers · Need states · Commercial realities · Process dependencies
Recognizes
Handoffs · Bottlenecks · Lost context · Misalignment · Margin pressure · Market change
Renee brings 26 years of marketing and business leadership across strategy, commercialization, product and service development, brand, digital, operations and growth.
She has built marketing functions, led teams and budgets, directed agencies and vendors, owned portfolio profitability, guided commercialization and transformation, and worked across product, sales, merchandising, supply chain and executive leadership.
That range matters because #NEWIR is built differently. Strategy is not separated from execution. Creative is not disconnected from commercialization. Products, services and programs are connected to how they reach the market, how marketing supports them, and what the business needs next.
She has done the work, understands how the pieces connect and knows how to lead the people doing it.
Built from inside the work.
#NEWIR did not start with an agency model and work backward. It grew from decades spent inside businesses, leading across strategy, insights, brand, product, services, commercialization, sales, customer and consumer marketing, creative, content, digital, PR, events, marketing operations and execution.
That experience shaped a different view of marketing.
Marketing has never been just about the message or what people see. The most interesting part has always been the why behind the work, understanding the business, the market, the customer or consumer, the opportunity, the economics and what needs to happen to move it forward.
Then comes making it real. Building the brand. Developing the product, service or program. Shaping the offer. Creating the experience. Taking it to market. Connecting sales and marketing. Building the campaign. Leading commercialization. Creating the systems and processes that allow all of it to work together.
And having something to show for it.
Not simply creative output, but business progress.
That distinction matters because leadership comes with accountability. Having owned businesses, portfolios and initiatives against planned revenue and profitability expectations, the job did not end when the marketing plan was approved or something launched.
You had to answer to the numbers.
When performance did not meet the plan, you had to understand why. Find the gap. Bridge it. Identify new opportunities. Improve the process. Strengthen commercialization. Adjust the strategy. Find margin without compromising the integrity, quality or value of the product or service customers and consumers expected.
That accountability changes how you think about marketing. So does understanding that nothing stays still.
Markets change. Consumer expectations shift. Competitors move. Costs increase. Technology creates new possibilities. A strategy that works today may need to be refined tomorrow. The work has to be able to learn, adapt, improve and keep moving.
That is why process improvement became as much a part of the work as strategy and creativity. Six Sigma certification strengthened an approach already being practiced: look closely at how work moves, identify unnecessary complexity, remove friction, improve decisions and build better ways of operating.
Process is not there to constrain creativity. It should make better work possible.
Over time, another pattern became clear. Businesses rarely lack ideas, talented people or activity.
The gaps are usually between them.
Strategy becomes disconnected from execution. Insights never make it into the decision. Creative loses the commercial objective. Product, sales, marketing and operations move on different timelines. PR, events, content and digital become separate activities. Customer and consumer experiences fragment across touchpoints. Launches cross multiple teams without anyone owning the entire picture.
And too often, marketing gets reduced to the part everyone can see. The campaign. The website. The packaging. The content. The event. The headline. The label.
But the visible work is only one layer. Behind it are insights, audience, segmentation, positioning, product, offer, pricing, commercialization, customer experience, sales alignment, operations, workflow, ownership, measurement and optimization. Those are the ingredients that make the visible work mean something.
That thinking became #NEWIR.
A different way to lead marketing. Senior ownership close to the business. Creative thinking grounded in commercial accountability. Specialist expertise brought in where it adds value. Process and continuous improvement built into how the work moves.
One connected view from why the opportunity exists, through what needs to be built, how it reaches the market, how it performs and what should happen next.
Because #NEWIR was never built to be another agency focused on making the label look better.
We understand the whole can.
What goes inside it. What goes on it. Why someone chooses it. How it gets to market. Whether it delivers what was promised. And what needs to change to keep it moving.
That’s the #NEWIR Way to Market.
#NEWIR begins with experienced marketing leadership. Renee owns the client relationship and is the face of the engagement, while specialist capability is brought in when it strengthens the assignment.
Strategy + Insight
Creative + Content
Product + Commercialization
Digital + Build
