Orion B.

About

I’m a brand and strategy leader with over 15 years of experience building, growing, and repositioning brands across CPG, tech, and mission-driven spaces. From managing $500M portfolios at Kraft to founding BlackTravelBox and coaching 100+ early-stage entrepreneurs, my work bridges deep consumer insights with practical execution. I’ve helped legacy brands stay relevant, startups find their edge, and growing companies build the systems and stories that scale. Along the way, I’ve led brand strategy, product development, go-to-market planning, and P&L ownership — often in complex, resource-constrained environments where clarity and momentum matter most. Today, I’m open to full-time and fractional leadership roles in brand, marketing, and growth strategy — especially where companies are navigating inflection points and need someone who can lead with both vision and action. I also continue to support founders and creators through select 1:1 coaching, strategic advisory, and speaking engagements. (More at www.myorionconsulting.com) Core Skills: Brand Strategy · Product Innovation · Marketing Leadership · Consumer Insights · Go-to-Market Strategy · Digital Marketing · P&L Ownership · Cross-Functional Team Leadership · Customer Acquisition · DTC & Retail Growth · Business Coaching · Curriculum Design · Speaking & Facilitation

Experience

• Senior Director, Coaching Products · IFW2024-03-01 –

  Led coaching product development and services to drive crowdfunding platform adoption for a fintech startup that has facilitated access to over $500 million in early-stage capital for women entrepreneurs. (Contract role)

• Senior Director · Egg Strategy2021-06-01 – 2022-10-01

  Managed strategist teams to deliver product innovation, market research, and brand strategy to global clients across various industries, such as consumer finance, fitness, household goods, cannabis, alcohol, and gaming. Interpreted client requirements and steered project success toward favorable outcomes. Implemented diverse research methodologies, consumer collaborations, brand strategy initiatives, and workshops to uncover insights and drive effective decision-making. Collaborated as primary client manager, working closely with senior leaders to direct project outcomes and steer its course toward success. • Oversaw development of robust qualitative and quantitative market research plans by utilizing first-party data to drive brand strategies and decision-making, emphasizing identification of key trends and growth opportunities for maximum impact. • Directed cross-functional teams in development of brand and marketing strategies, fostering collaboration with client stakeholders at all levels to ensure alignment and buy-in for successful outcomes. • Revamped core agency intellectual property, comprising research, client engagement processes, and deliverables, leading to enhanced work and revenue opportunities for agency.

• Senior Manager, Brand Strategy · Oracle | Datalogix2017-03-01 – 2019-09-01

  Directed brand strategy and data analytics team, delivering tailored data-powered solutions to Fortune 100 clients in various industries such as media, finance, telecom, travel, and B2B verticals. Conducted market research, analyzed diverse audience data, and constructed in-depth customer profiles to boost clients' ROI through enhanced targeting tactics. Spearheaded implementation of fresh internal data processes, contractual agreements, analytical pipelines, and fostered productive partnerships across multifunctional teams including product development, legal, and commercialization. • Produced key findings from first-, second-, and third-party audience data from various online, offline, and mobile sources housed on the Oracle Data Platform (DMP) and reported to clients, expanding business prospects and enhancing client contentment. • Headed cross-functional teams to devise data-based audience segmentation and targeting tactics, leading to better engagement and conversion rates. • Nurtured strong ties with vital stakeholders, such as clients, vendors, and internal teams, to guarantee smooth implementation of audience recommendations and successful results. • Generated captivating audience profiles and personas via data and insights, enhancing messaging, content, and creative strategies.

• Brand Manager · Backflip Studios2016-02-01 – 2017-03-01

  Directed in marketing creative development, media planning, and new product development for burgeoning collection of Hasbro games, prioritizing consumer insights, digital advertising, and event marketing. Steered consumer-centered product design and positioning for several new products in pipeline, spearheading creation of standardized consumer learning plan and concept testing protocols. Carried out in-depth market research and scrutinized user data to recognize market trends, customer needs, and preferences, resulting in creation of new game features and content. • Formulated an integrated user acquisition and digital content strategy for My Little Pony Puzzle Party, persuading platform partners at Apple and Google to support product launch by presenting respective headquarters. • Oversaw global cross-functional teams of designers, developers, and marketers to timely and budget-friendly execute campaigns, product launches, and user experience (UX) updates. • Analyzed marketing metrics, offering routine reports to senior management to guide strategic decisions and foster business growth.

• Brand Manager · Kraft Foods Group2013-05-01 – 2015-10-01

  Supervised brand team and daily business operations to surpass yearly financial targets and fuel growth via robust in-store tactics and proactive customer management. Established trademark product architecture, quality standard, renovation pipeline, and packaging structure development, guided by business analysis, consumer-driven brand repositioning, and long-term brand strategy. Led cross-functional team in executing a new retail pricing and portfolio architecture strategy, driving growth and revenue. Formulated new brand strategy for $200M legacy business, tackling consumer obstacles such as ingredient renovation, packaging innovation, consumer communications, and identifying white space opportunities for brand and category expansion • Produced yearly marketing plan and long-term strategic business plan for two heritage brands, spanning portfolio worth over $150 million. • Directed implementation of P&L-related decisions based on financial analysis, managing brand and cross-functional teams to drive growth and deliver an estimated $10 million in incremental volume annually. • Implemented an integrated green coffee blending strategy including manufacturing process improvements that projected to save over $30M in cost and risk management over a three-year period

• Senior Associate Brand Manager · Kraft Foods Group2011-09-01 – 2013-05-01

  Senior Associate Brand Manager, Capri Sun

• Associate Brand Manager · Kraft Foods Group2010-06-01 – 2011-09-01

  Senior Associate Brand Manager, Crystal Light

• Founder, BlackTravelBox · The Black Travel Box, LLC08-01-2017

  Launched and scaled a direct-to-consumer innovative travel-ready brand, securing national media coverage in outlets staying attuned to evolving cultural and consumer trends, applying insight to shape brand platforms, creative briefs, and innovation priorities. ● Built a direct-to-consumer lifestyle brand rooted in self-care, cultural identity, and community—recognized by Essence, Oprah Daily, and Miraval Resorts. ● Developed integrated marketing campaigns, influencer partnerships, and branded content that fostered deep audience connection and positioned the brand as a voice for inclusion in beauty and travel.

Education

• Duke University - The Fuqua School of BusinessMBA, Strategy & Marketing
• University of ChicagoBachelor of Arts - BA, Human Development , Psychology

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