U.S. Market Support
The U.S. is a huge opportunity. It’s also expensive to get wrong.
Why can’t we crack the U.S.? Why does our successful turnkey model in other markets not work in the U.S.?
Entering the U.S. is one thing. Building a business here is another. I help international food and beverage CPG brands turn market interest and early wins into sustainable U.S. growth.
Born and raised in the U.K. and based in the U.S. for more than 20 years, I combine a transatlantic perspective with hands-on commercial experience across brands, retail, and brokerage operations.
I help you:
Assess the opportunity — determine whether, where and how to compete.
Build your go-to-market strategy — establish the right route to market, channels and customers.
Build the right commercial network — identify and manage importers, distributors and brokers.
Win and grow retail business — from buyer engagement and listings to activation and account growth.
Lead commercial execution — provide on-the-ground U.S. sales leadership and partner management.
Is the U.S. market right for your brand?
Product-market fit and market size is only part of the story. The bigger question is whether your products can compete, at what price, and with enough margin to build a sustainable business.
I help you evaluate:
Category performance, consumer demand, and competitive positioning.
Priority regions, channels, and target accounts.
Assortment for U.S. customers.
Pricing, distributor and retailer margins, and promotional investment.
Resources needed to launch and grow the business.
The aim is to give you a sound basis for deciding whether, where, and how to proceed.
How will you reach the right customers?
A strong U.S. opportunity still needs the right route to market. The challenge is determining which channels, customers and commercial partners can get you there and how they should work together.
Together, we can:
Build your go-to-market plan — define priority channels, markets and target accounts.
Develop your route to market — determine the right importer, distributor, broker and direct-sales structure.
Evaluate and manage commercial partners — clarify roles, expectations, coverage and performance.
Get buyer-ready — develop sales materials, buyer presentations and prepare for category reviews.
Plan the launch — align pricing, promotions, sales activity, inventory and fulfillment.
Drive commercial execution — turn the plan into customer wins, distribution and sustainable growth.
I help you understand who needs to do what—and ensure the gaps between strategy and execution don’t become your problem.
Already in the U.S., but not getting the results you expected?
Distribution doesn’t always translate into growth. Velocity may be low, sales concentrated in too few accounts, broker or distributor performance inconsistent, or trade spend eroding margins.
I can help you:
Diagnose performance — sales, velocity, distribution, margins and trade spend.
Strengthen existing business — assortment, pricing, promotions and account performance.
Improve partner performance — broker and distributor coverage, execution and accountability.
Find new growth — identify gaps across accounts, channels and markets, then focus resources where they can have the greatest impact.
Who’s looking after the business on the ground?
International teams often need someone in the U.S. who can stay close to customers, manage sales partners, and keep priorities moving between visits.
Through fractional U.S. country management and sales leadership, I can take responsibility for agreed commercial activities, including:
Sales planning, forecasting, and account development.
Broker and distributor management.
Buyer meetings and commercial follow-up.
Promotional planning and performance reviews.
Coordination with your home-market team and U.S. service providers.
We’ll define responsibilities and reporting so you have a clear view of the business and someone accountable for the work.
Support that fits your stage
We can begin with a market assessment, work through a defined launch or account-development project, or establish an ongoing advisory or fractional leadership relationship. Selective brokerage is also available where my experience and relationships fit your category and target accounts.
My focus is commercial strategy and sales execution. Where specialist import, regulatory, or legal input is needed, we’ll identify that early and coordinate with the appropriate providers.
Let’s talk about your U.S. business.
Tell me where you sell today, what you’re considering, and what you’d like to achieve in the U.S.