HOW I WORK
ENGAGEMENTS.
Built around what I'm accountable for delivering, not the hours I bill to get there.
The diagnosis comes before the prescription.
Twenty-five years of building and turning around premium consumer brands produces a specific kind of judgment. The distributor relationship that looks fine on paper but won't survive in the real world. Pricing architecture that skates by at launch and breaks at scale. A channel mix that works in year one and creates a margin problem in year three. Most founders encounter these situations when they're expensive to fix. That's what Reid Advisory is for.
Every engagement starts with an honest commercial assessment, and a custom scope built around specific deliverables and clear accountability.
I don't consult. I operate. The distinction is everything, and you'll feel it in the first thirty days.
THREE SITUATIONS. ONE APPROACH.
The founders who find their way to Reid Advisory are at different moments in their commercial journey. What they share is a real brand, a real product, and a specific situation that requires an operator. Not a consultant, not a coach, not another framework.
US Market Launch.
The brand is ready, and the US market is the next frontier. The work starts with building the commercial infrastructure from the ground up: route-to-market design, broker and import strategy, distributor selection, channel positioning, and robust pricing architecture. The engagement starts before the first distributor contract is signed and continues through the first meaningful sales cycle.
Convert Momentum, Deliver Scale.
The business just secured fresh capital, a marquee retail or on-premise partner, a leadership transition. The window for a real step change is open. The operational infrastructure to convert that momentum into durable growth isn't in place yet. This is the engagement that builds it: tightening commercial systems, aligning the team, and making sure the business can fully absorb and sustain what just became possible.
Fix-It / Turnaround.
The brand scaled ahead of its operational foundation and is now exposed: declining velocity, distributor friction, margin pressure, a team that's lost confidence. The work starts with an honest diagnosis of what's actually broken, not what looks broken. Stabilization comes next. Then a pragmatic foundation rebuild for a return to growth.
WHAT THE WORK COVERS.
Engagements are scoped to the situation. Across all three archetypes, the work typically spans some combination of the following:
Commercial strategy and route-to-market design. Distributor selection, management, and negotiation. Retail and on-premise channel development. Pricing architecture and margin analysis. Sales team build, training, and commercial playbook. Operational infrastructure and process design. Investor narrative and commercial due diligence. Board and leadership reporting.
No two engagements look the same. The scope is built around what each business actually needs, not a standard package. Pricing is discussed on the call.
THE RIGHT FIT
WHO THIS IS FOR.
Founder-led premium consumer brands entering or scaling in the US market. Brands with a clear identity and a real product. Founders who want an operator inside the business, not an advisor at a distance. Investors conducting pre-seed or Series A commercial due diligence. Companies where the cost of a wrong commercial decision is real and growing. Brands that, if they succeed, make the market a little more interesting, a little more inclusive, a little more human.