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Results

Experience, applied.

Selected initiatives, outcomes and proof points from 26+ years of marketing leadership across brand, product, commercialization, communications, digital, systems and growth.

This is a cross section of the initiatives led, challenges addressed and results delivered across industries, organizations and stages of growth.

Featured Story

Dakota44  ·  Original Creative + Commercialization  ·  Creative Direction • Photography • Motion • Content

A brand people could see, taste and buy.

#NEWIR led Dakota44 end to end — planning, managing and implementing the marketing from idea and product through commercialization, launch and activation — and directing specialized creative partners to make the brand real for consumers.

From idea to post‑commercialization. And beyond.

Idea→Brand→Product→Creative→Commercialization→Launch→Market→Media→Post‑commercialization→Growth
Dakota44 glazed turkey in a cast-iron pan — brand film still

Original brand film · Motion

Consider It Crafted.

Dakota44 brand film, produced with a #NEWIR creative partner under #NEWIR creative direction.

The commercial foundation — built before the creative and coverage followed

1st
Consumer-facing brand for the business
~40
SKUs developed & commercialized
National
Trade + broadcast coverage

Dakota44 anchored a broader Dakota Provisions transformation — new retail, foodservice and ecommerce revenue — that contributed to 11% YoY sales growth and $1.5M incremental revenue.

Channel → Commerce → Growth

Ownership continued past launch into the route to market — #NEWIR built the ecommerce / D2C revenue channel with the fulfillment infrastructure, processes and SOPs to run it. When COVID disrupted retail sell-in, direct-to-consumer became central to the route to market.

Original creative + motion

Dakota44 campaign motion still

Campaign · Motion

Dakota44 original film

Dakota44 brand film still

Brand film

A new bird in town

Earned attention

And then the market noticed.

Dakota44 booth and team on the show floor at the IDDBA trade show

Trade + market activation · IDDBA

Dakota44 on the show floor — booth, team and sampling at IDDBA.

Coverage: The Shelby Report →

MEAT + POULTRY Podcast

Introducing Dakota 44

Guest: Renee Robertson

Plays the episode here, or open the source →

KELOLAND Living · Television

KELOLAND Living (TV)

Dakota44: producing flavorful, quality turkey products

Watch on KELOLAND →

In the trade press

The National ProvisionerCreatively crafted turkey brand Dakota 44 launchesRead → deliMarket NewsDakota Provisions launches new turkey product brandRead → Refrigerated & Frozen FoodsDakota Provisions launches first consumer turkey products brandRead → WATTAgNetDakota Provisions launches Dakota 44 retail turkey brandRead → GlobalMeat NewsDakota Provisions launches new turkey brandRead →

The work, validated

“She has an innate ability to deeply understand the nuances of GTM strategies, particularly within the Meat Industry.”

Former Digital Analytics Intern, Dakota Provisions · via LinkedIn recommendation

Looking for something like this?

“We have a product — but we don’t know how to turn it into a market-ready business people can find, trust and buy.”

That’s brand strategy, product commercialization, go-to-market, eCommerce / D2C and marketing leadership — run as one connected effort.

Explore Product + Commercialization → Start a conversation →

On the form, choose “Go-to-market or commercialization.”

View full case study → More in the Press Book →
Selected Results

Proof across the lifecycle.

Measurable outcomes and scale from a representative set of engagements. Each links to the deeper case study.

26+
Years of marketing leadership
200+
Products developed & commercialized
11% YoY
Sales growth
$1.5M
Incremental revenue
52%
NPD workflow automated
Featured Story

A different industry entirely — and the same #NEWIR ability to get inside the business and build the marketing around it. The capability travels.

Strategy·Brand·Website·Content·Social·PR·Program activation·Thought leadership·Market visibility

Homium · Housing + Real Estate · Fractional CMO

A marketing function, built to scale.

Homium had a brand and a defined audience — but no strategic social presence, no paid media and no marketing strategy behind it. #NEWIR built that foundation: an industry and competitive assessment, then the messaging pillars, strategy, cadence and the systems to run and automate it — and drove the activation, PR, thought leadership and content that carried the brand story and positioning across digital, articles, PR and podcasts.

110K+
LinkedIn impressions
47K
Homium.io page views
22K
Active users

LinkedIn visibility (impressions) shown separately from website traffic and audience (page views, active users). Verified from the engagement closing report.

Program activation · Utah Dream Fund

Under the same engagement, #NEWIR led the Utah Dream Fund launch activation — the website build, PR outreach and earned coverage across regional and national press.

View the Utah Dream Fund site → View full case study →
Herald Journal (HJ News): Homium expands homeownership platform with launch of the Utah Dream Fund

As featured in the Herald Journal (HJ News) — “Homium expands homeownership platform with launch of Utah Dream Fund.”

Utah Dream Fund program film still: a family in front of their new home

Program film · Utah Dream Fund

New-program activation

The strategy + content engine #NEWIR built + operated

#NEWIR built the strategy, messaging pillars, reporting cadence and content system — turning executive interviews, webinars, policy moments and program updates into campaign series, short-form social and thought leadership.

Long form→Story→Short form→Social→Thought leadership→Campaign

Messaging pillars

Empowerment & Access Fairness & Transparency Partnership Community Impact Innovation & Systems Change

Audiences reached

Public sector & housing institutions Corporate & employer partners Homebuyers Nonprofits & foundations Impact investors
U.S. House Financial Services — Rep. Andy Barr on shared-appreciation down payment assistance

Market relevance · Policy

Shared appreciation enters the policy conversation.

The shared-appreciation down payment assistance model — the same mechanism behind Homium — discussed at the U.S. House Financial Services level (Rep. Andy Barr). #NEWIR recognized the relevance of the moment and turned it into timely content.

The work, validated

“Renee stepped into a complex environment and quickly helped bring structure and consistency to our marketing and communications… I would recommend her to organizations looking for strategic marketing leadership, communications structure, and growth-focused execution.”

Marcus Martin · CEO, Homium

Looking for something like this?

“We have a brand — but no real marketing engine behind it. No strategy, no social, no system driving it.”

That’s marketing strategy, social + content, digital, communications / PR and fractional marketing leadership — built and run as a function.

Explore Marketing + Communications → Start a conversation →

On the form, choose “A brand, product or program to build or strengthen.”

The Receipts

#NEWIR in the wild.

Press • Interviews • Television • Publications • Video

#NEWIR
In the Wild.
Selected Press, Media + Market Proof
Press · Interviews · Television · Publications · Video
01
Press + Publications

The work, in print and on the record.

Independent trade and business coverage of programs, launches and brands #NEWIR led to market. Each opens the original article.

Homium · Housing + Real Estate

ImpactAlphaTobias Harris joins an all-star roster of impact investorsRead → ImpactAlphaHomium raises fair shared-appreciation funds to help home buyersRead → Yahoo FinanceHomium expands homeownership platform launchRead →

Crystal Farms · Food + Beverage

Dairy FoodsCrystal Farms debuts 10 new cheese productsRead → Perishable NewsCrystal Farms launching 10 new Midwest-sourced innovationsRead →

Dakota44's trade coverage lives in the Dakota44 story ↑

02
Television + Film

On camera, in market.

Broadcast and filmed work tied to programs #NEWIR led. Playable pieces open in place; others link to the source.

Segments + films

KSTP · Eyewitness NewsNorth Minneapolis holiday food drive (community)Play segment Homium · Interview filmTobias Harris Homeownership Initiative: DetroitPlay Crystal Farms · Launch filmNew product innovations launchPlay
Cover

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Have an initiative that needs experienced leadership?

Bring us the objective, opportunity or challenge. We'll determine what it needs and how #NEWIR can help move it forward.

Start a Conversation →

These are examples of the experience.
Not the boundaries of it.

Named case studies represent a fraction of 26+ years across industries, organizations, business stages and marketing disciplines. The same connected leadership applies well beyond the examples shown here.

Breadth of Experience

Experience across industries and business models.

Beyond the featured engagements, a range of businesses #NEWIR has developed, optimized, launched, integrated, transformed and scaled.

Develop · Optimize · Scale

Building Materials + Construction

A full brand and commercial-model transformation: rebrand, sales-model redesign, digital presence, sales enablement and the systems to take it to market.

Develop · Integrate

Medical Technology

Brand, marketing and go-to-market support connecting product, commercialization and communications.

Develop · Scale

Lifestyle + Wellness

Brand, content, digital and campaign work that builds awareness, trust and demand.

Develop · Transform

Multi-Location + Service Businesses

Website, digital presence, lead generation, customer-journey development and ongoing optimization across multiple locations.

Develop · Optimize

B2B + Complex Organizations

Repositioning, brand strategy, messaging, website, content and the marketing infrastructure behind long sales cycles.

Integrate · Scale

Multi-Facility + Distribution

Connecting marketing, product, sales, operations, manufacturing, suppliers and distribution across complex organizations.

Develop · Scale

Ecommerce + Digital Commerce

Ecommerce as a commercial channel (Shopify, BigCommerce, Amazon, DTC and retail) with merchandising, conversion and fulfillment.

Experience also spans

Food + Beverage·Consumer Products·Health + Wellness·Healthcare·Building + Housing·Professional Services·Agencies·Local Business·Manufacturing·Enterprise·Public + Community Services·Nonprofit

Digital, social + content — across industries

Heavy, ongoing digital and social work well beyond the featured cases — strategy and content development, paid media and Google Ads, YouTube and audience/download growth, LinkedIn, Facebook and Instagram, GA4 and social analytics, and digital-transformation and AI adoption — built and run across many client engagements.

Selected work across industries

Brand, website, content + social

Food + beverage

Social media + communications strategy

Life sciences / consulting

Campaign, content + paid media

Grocery + retail

Brand activation, social + content

Beverage

Content + video + social

Beverage

Social, Google, website, email + communications

Health + wellness

Total brand, pricing, web, content + go-to-market

Home services · D2C + B2B · planning + budgeting

A partial selection. Many engagements are not named for client confidentiality.

Selected engagements

The engagements behind the numbers.

Two deeper examples — enterprise product commercialization and marketing-systems modernization — for anyone who wants the operational detail.

Product + CommercializationSpecifications + LabelingSupply Chain
Kroger · Enterprise Commercialization

The product portfolio behind a 1,500-store fresh food rollout

Situation. Kroger's new Fresh Food Market concept rolled out to approximately 1,500 stores across the Kroger family of banners, with the product portfolio developed and commercialized in parallel with store reconstruction.

What #NEWIR led. End-to-end product development and commercialization across brand, category, suppliers, commissary production, specifications, labeling, QA and store activation.

Scale. A full-year fresh portfolio across banners including King Soopers, Food 4 Less and Roundy's, moving from corporate approval through production into stores as the concept came online.

View case study →
100+
Products commercialized
1,500
Stores across Kroger banners
National
Multi-banner rollout

Looking for something like this?

“We need to develop and launch a product line across a lot of stores, coordinated with suppliers and partners.” That’s product development, commercialization and program leadership.

Explore Product + Commercialization → Start a conversation →
Product + CommercializationSystems TransformationGrowth + Optimization
Crystal Farms · Food + Beverage

Modernizing commercialization and accelerating launches

Situation. A nine-month engagement to strengthen the Stage-Gate and commercialization system while an active portfolio kept moving to market.

What #NEWIR led. Redesigned Stage-Gate and commercialization, automated the NPD workflow, established development pathways by complexity, and led active launches, retail activation and supplier coordination, with SOPs and training built to remain with the organization.

Systems + vendors. Led a business-systems assessment and integration across SAP (ERP), SharePoint and BI with cross-functional teams and IT; evaluated workflow platforms and recommended Adobe Workfront; and led co-packer, co-manufacturer and ingredient-supplier negotiations, establishing preferred vendors.

Result. A structured, automated commercialization system, with launches delivered on time and on budget while it was being built.

View case study →
52%
NPD workflow automated
12
Launches in nine months
85+
Inefficient steps addressed

The work, validated

“She ensured that all our commercialization projects were completed on time and within budget… We very much appreciate Renee’s efforts at Crystal Farms and will benefit from the new process in the years to come.”

Tim Bratland · President, Crystal Farms Dairy Company

Looking for something like this?

“Our commercialization is slow and our systems don’t talk to each other — we need to modernize how we operate and launch.” That’s commercialization, systems + automation and interim marketing leadership.

Explore Systems + Automation → Start a conversation →
No featured case studies are tagged with that capability yet — it still runs through the broader experience below.

26+ years doesn't fit on one page.

These examples represent a cross section of experience across organizations, industries, business stages and marketing disciplines. Have something you need to accomplish? Start the conversation.

Start a Conversation →