Make the familiar feel impossible to ignore.
Use cultural insight, surprising partners and creative platforms to earn attention instead of simply buying it.
BRAND STRATEGY · PARTNERSHIPS · CREATIVE · MEDIA · CULTURECREATIVE PROVOCATEUR × COMMERCIAL OPERATOR × GROWTH PARTNER
Here comes
trouble.
Not chaos. Not theater. The useful kind of trouble—the energy that questions the obvious, unlocks the unexpected and gives a loved brand somewhere new to go.
QUESTION THE DEFAULT ✦ CREATE DESIRE ✦ MAKE IT REAL ✦ FIND THE NEXT $10M ✦ QUESTION THE DEFAULT ✦ CREATE DESIRE ✦
A LITTLE TROUBLE HELPS
Something amazing rarely starts with “more of the same.”
Every growth story needs an ingredient that changes the chemistry. A sharper question. An unlikely partner. A channel nobody considered. An idea bold enough to create momentum—and disciplined enough to survive contact with the P&L.
I bring constructive trouble to the place where brand desire, operating reality and commercial opportunity meet.
Give the wild idea a business case.
Connect ambition to margin, supply, resources and operating rhythm so the provocation can become a durable business.
P&L · AOP · MARGIN · DEMAND + SUPPLY · TEAM DESIGNFind growth where the category isn’t looking.
Open overlooked channels, customers and occasions—from instant commerce and airlines to hospitality, foodservice and strategic enterprise accounts.
CHANNELS · CUSTOMERS · COMMERCIALIZATION · GTM · LAUNCHPLACES I’VE MADE TROUBLE
Inside, alongside and across brands people already love.
Seventeen years bringing creative energy and commercial intent to founder-led food, technology, household, beverage and telecommunications brands.
WHEN TO CALL
Bring me the moment that needs a little trouble.
01
“Grocery is growing, but it’s not giving us the stability or economics we need.”
I’ll map the right-to-win across DoorDash/DashMart, Gopuff, airlines, hospitality, foodservice, convenience, venues and other channels — then prioritize, pitch and build the launch plan.
02
“Consumers want this product. We don’t know how to commercialize it without creating a mess.”
I’ll pressure-test format, geography, shelf life, MOQs, freight, manufacturing, distributor economics and customer requirements so innovation scales with discipline.
03
“We need the brand to punch above our marketing budget.”
I’ll identify partners and moments where both sides contribute real value — using exclusive product, distribution, audience and earned media to create disproportionate impact.
04
“We have too many opportunities and not enough clarity.”
I’ll connect brand ambition to commercial choices: where to invest, what to stop, required margin, demand and supply implications, and the capabilities needed next.
SALES × RETAIL × DEVELOPMENT
Trouble that shows up on the top line.
Creative energy matters most when it changes what the business can sell, where it can sell it and how profitably it can grow.
Helped double company revenue in five years.
Connected brand transformation, product innovation, new channels and customer development into a broader commercial growth system.
QSR Magazine ↗Launched a stand-alone CPG business in under three years.
Built the proposition, portfolio, sales story and operating model to reach national retail—with 20%+ EBITDA margins.
Hear the CPG story ↗Moved an iconic bakery from local counters to national shelves.
Expanded Banana Pudding Cookies and thaw-to-serve products through UNFI and retailers including Costco, The Fresh Market and Harris Teeter—then built the data discipline to manage velocity, inventory and growth.
Crisp customer story ↗Built the platform for the next generation of bakery growth.
Helped evolve a ten-store U.S. business and 40-location international network into a disciplined domestic franchising proposition, awarding its first U.S. franchise.
Read the growth story ↗TROUBLE, PROVEN
Ideas that changed what the business could do.
New products. New occasions. New customers. New revenue.
MAGNOLIA BAKERY × DOORDASHCHANNEL / INNOVATION / PARTNERSHIP ↗
MAKE A LOCAL ICON AVAILABLE COAST-TO-COAST
Turn instant commerce into a growth channel — and a creative platform.
Built a deep DashMart relationship that expanded national access and created exclusive Banana Pudding innovation available outside the bakery footprint.
MAGNOLIA BAKERY × GOPUFFPRODUCT / DISTRIBUTION / CULTURE ↗
HELP THE CUSTOMER LAUNCH A CATEGORY
Build the product around the moment, the platform and the audience.
Partnered around Gopuff’s Bakery launch with the exclusive Puff’rnutter cupcake — combining product development, national distribution and a culturally timed launch.
MAGNOLIA BAKERY × UNITEDAFH / COMMERCIALIZATION / SCALE ↗
REDESIGN AN ICON FOR 30,000 FEET
Protect what people love. Change everything else required to scale.
Translated signature Banana Pudding into a purpose-built 3oz format for airline service, opening a new national Away From Home occasion.
MAGNOLIA BAKERY / BRAND TRANSFORMATION
Modernize an icon without sanding off what people love.
Led the first major identity refresh in 15 years, building a system designed to stretch from bakery to digital, packaging, CPG and global growth.
Adweek: Maintaining familiarity while evolving the brand ↗
CHOBANI / BRAND + MEDIA
Bring creative thinking closer to the business.
Built across brand, marketing and media with an audience-first approach and stronger in-house capability — connecting creative ambition to business outcomes.
Marketing Dive: The power of in-house creative ↗PLAYFUL TROUBLE
Put brand love somewhere it has no business being—until it does.
The best collaborations create productive tension. They take something ownable, collide it with a new world and turn the result into a product, audience and cultural conversation.
Turn a cult dessert into a beauty drop.
Translated the flavor, color and nostalgia of Banana Pudding into a limited-edition Balm Dotcom—giving both brands a playful route into a new audience and occasion.
VIEW THE COLLABORATION ↗
Make an iconic taste live through scent.
Reimagined Banana Pudding as a fragrance experience—extending the brand from bakery ritual into the home with a product built for discovery and conversation.
READ THE FOOD NETWORK STORY ↗
Let the brand walk into fashion.
Turned signature colors, sprinkles and the Carrie Cupcake into a three-style capsule—making familiar brand codes wearable, collectible and culturally portable.
READ THE FORBES STORY ↗MORE WORK / 2017—2026
And the receipts.
A source-linked index of products launched, channels opened, partnerships made and creative systems built—from Magnolia’s commercial expansion to Chobani’s audience-first in-house model.
33 stories in view
2026MAGNOLIA × NEW YORK YANKEES
Two New York icons meet at Yankee Stadium.
Premium concessions placement brought Magnolia desserts to a new high-volume fan occasion.
MLB / Yankees · LinkedIn feature ↗2026MAGNOLIA / ENTERPRISE STORYHow patient capital and brand discipline built the next Magnolia.
Inc. traces the post-2021 transformation—from digital infrastructure and leadership to disciplined omnichannel growth.
Inc. ↗2026MAGNOLIA / GROWTH NARRATIVEThirty years in, the brand prepares for one of its biggest years.
A full view of the leadership, CPG, franchise and marketplace system behind doubled revenue.
QSR Magazine ↗2025MAGNOLIA × GOPUFFExclusive innovation helped launch Gopuff’s new bakery category.
The Puff’rnutter cupcake combined product development, distribution and a culturally timed drop.
Gopuff Newsroom · LinkedIn feature ↗2025MAGNOLIA × AMERICAN AIRLINESA bakery classic landed in Admirals Club lounges nationwide.
Vanilla cupcakes expanded Magnolia’s travel presence from in-flight service to premium lounges.
American Airlines Newsroom · LinkedIn feature ↗2025MAGNOLIA × GLOSSIERA cult dessert became a beauty drop.
Banana Pudding’s flavor, color and nostalgia translated into limited-edition Balm Dotcom.
Magnolia Bakery ↗2025MAGNOLIA / FRANCHISE LAUNCHDomestic franchising becomes the next chapter of the brand story.
The launch positioned Magnolia as an omnichannel hospitality brand spanning CPG, DTC, retail and franchising.
Launch coverage via LinkedIn ↗2024MAGNOLIA / CPG INNOVATIONHow Magnolia redesigned Banana Pudding for the freezer aisle.
Three years of product development turned a fresh bakery icon into a scalable frozen-to-thaw platform.
Fast Company ↗2024MAGNOLIA / RETAIL DATABuilding the operating discipline behind national retail.
Eddie on using UNFI data to manage velocity, inventory and growth as Magnolia entered grocery.
Crisp ↗2024MAGNOLIA / CPG GROWTHFrom bakery counter to rapidly expanding retail brand.
Eddie explains the proposition behind Banana Pudding Cookies and the brick-and-mortar-to-CPG model.
Craft to Crumb ↗2024MAGNOLIA / FROZEN-TO-THAWA new product line designed to contribute meaningful revenue.
The launch story behind three flavors of frozen-to-thaw Banana Pudding for national retail.
Bake Magazine ↗2024MAGNOLIA × DOORDASHAn exclusive flavor—and national access beyond the bakery footprint.
A co-developed product, branded packaging and go-to-market plan built for DashMart.
DoorDash Newsroom · LinkedIn feature ↗2024MAGNOLIA × UNITEDBanana Pudding, re-engineered for 30,000 feet.
A purpose-built 3oz format opened a national airline occasion while protecting the product people love.
United Newsroom ↗2024MAGNOLIA / CATEGORY STRATEGYA hospitality brand sets its sights on CPG success.
The broader commercial case for extending an iconic bakery into new products and channels.
Snack Food & Wholesale Bakery ↗2024MAGNOLIA / LEADERSHIP PRESSMarketing leadership expands into a new Chief Commercial Officer role.
The promotion joined brand development and marketing with sales, product innovation and business development.
Craft to Crumb ↗2024MAGNOLIA / EXECUTIVE INTERVIEWUsing a commercial platform to reach—and market to—new audiences.
Eddie explains how the DoorDash relationship combined distribution, exclusive product and shared marketing.
QSR Magazine ↗2023MAGNOLIA × OTG / CIBOCPG distribution moved into U.S. airports.
Banana Pudding Cookies opened another travel occasion across OTG/CIBO locations.
LinkedIn field note ↗2023MAGNOLIA × BOY SMELLSBanana Pudding moved from taste to scent.
A sensory collaboration extended a signature product into home fragrance and earned conversation.
Food Network · LinkedIn feature ↗2023MAGNOLIA × KEDSBrand codes became a wearable three-style capsule.
Signature colors, sprinkles and the Carrie Cupcake moved Magnolia into fashion.
Bake Magazine ↗2023MAGNOLIA / BRAND INTERVIEWDon’t follow trends. Build the infrastructure to set them.
Bobbie Lloyd and Eddie connect brand stewardship, team building, CPG, marketing resources and lifestyle collaborations.
Taste Radio ↗2022MAGNOLIA × JKRA new identity built to stretch without losing its soul.
Magnolia’s first major refresh created a system for stores, packaging, digital and global growth.
Creative Review ↗2022MAGNOLIA / BRAND LEADERSHIPMaintaining familiarity while evolving an icon.
Eddie on transforming the brand without sacrificing the nostalgia that made it famous.
Adweek ↗2022MAGNOLIA × SIXPOINTBanana Pudding became a limited-edition New York beer.
Extrava-Nana put two local icons together across Whole Foods, Barcade and hospitality venues.
LinkedIn launch story ↗2022MAGNOLIA / FIRST NATIONAL TV CAMPAIGN“The New Yorkers Are Coming.”
Magnolia’s first TV spot turned its desserts into quintessential New York characters to introduce nationwide shipping across major streaming platforms.
Public Display of Affection ↗2022MAGNOLIA / REBRAND CAMPAIGNThe first rebrand since before the iPhone went nationwide.
Eddie details a six-figure launch spanning The New York Times, billboards and more than 40 Manhattan wild postings.
Marketing Brew ↗2022MAGNOLIA / LIFECYCLE MARKETINGFrom batch-and-blast email to a connected customer view.
The digital marketing reset linked store, shipping and pickup behavior to more relevant lifecycle communications.
Sailthru case study ↗2021MAGNOLIA / THE RESETThe first CMO arrives—and a new growth system begins.
Eddie joined in 2021 to lead marketing and commercialization as Magnolia built the team and infrastructure for its next chapter.
Magnolia Bakery ↗2020CHOBANI OAT / LAUNCHChobani Oat showed up everywhere that mattered.
An integrated launch moved a new dairy-free platform from shelf to street at national scale.
LinkedIn campaign note ↗2019CHOBANI / STOP LUNCH SHAMINGA social mission became award-winning creative action.
The work connected Chobani’s food-access commitments to a clear cultural intervention.
The One Club ↗2018CHOBANI / IN-HOUSE CREATIVECreative ambition moved closer to the business.
Eddie on building internal capability, evaluating effectiveness and keeping creative work human.
Marketing Dive ↗2018CHOBANI / AUDIENCE-FIRST MEDIAOne audience, more than one business objective.
The media playbook connected brand growth, retail performance and audience intelligence.
eMarketer ↗2018CHOBANI × NIELSENData became an input to creative and commercial decisions.
An audience partnership helped unify planning, activation and measurement across channels.
AdExchanger ↗2017CHOBANI / BRAND EVOLUTIONA major brand evolution built around food, wellness and optimism.
A new identity and portfolio system marked Chobani’s tenth anniversary and next chapter.
Chobani / PR Newswire ↗Source scope: relevant active public coverage located through August 2026, including stories publicly indexed from Eddie’s LinkedIn activity. Publication dates reflect the linked source.
ORGANIZE THE TROUBLE
Great growth teams give creative energy somewhere useful to go.
Most organizations separate the people who create demand from the people responsible for delivering it. I help founders and CEOs build one commercially minded, creatively charged team with shared outcomes and one operating rhythm.
Organize around growth.
Clarify ownership, decision rights and the handoffs that turn a promising idea into an executable commercial plan.
Give creativity business context.
Equip creative, brand and media teams with the economics, customer realities and operating constraints that make ambitious work more useful.
Give operations a consumer pulse.
Bring demand signals and customer insight into finance, supply, analytics and product decisions before the business commits resources.
TEACH THE INSTINCT
Constructive trouble should become a capability—not a dependency.
Turn real work into organizational capability.
As an instructor and advisor within Smith & Beta’s practitioner collective, brought selling and digital-strategy experience into hands-on workplace learning designed to change how teams operate.
Meet the teacher collective ↗Teach ideas as a practical discipline.
Taught “Ideas First” as adjunct faculty in New York—helping emerging talent connect cultural fluency, strategic thinking and creative confidence to work that can move people.
Faculty profile ↗Build creative excellence inside the enterprise.
Served as a founding leader of Chobani’s in-house marketing agency, recognized by Ad Age in 2018—while connecting brand, media and creative work more directly to audiences and commercial outcomes.
IAB leadership profile ↗THE TROUBLEMAKER
I know when to provoke—and how to deliver.
Agency strategy taught me to question the brief. Chobani taught me how a founder-led brand can turn purpose and creativity into cultural relevance. Magnolia Bakery gave me the operator seat—from first CMO to Chief Commercial Officer, responsible for brand, product, channels, customers and P&L.
I’ve spent 17 years learning that the best ideas need both a troublemaker and an operator. I bring both: the instinct to challenge what is—and the discipline to build what comes next.
Full experience on LinkedIn ↗PUT ME TO WORK
Find the Opening
Surface, size and prioritize the next channel, customer or commercialization opportunity. Leave with a sharp thesis and an executable plan.
Challenge the Room
Founder and CEO counsel across brand, commercial choices, innovation, partnerships and growth—without adding a full executive layer.
Take It to Market
Hands-on leadership from opportunity through customer pitch, economics, commercialization, operating model and launch.
Wire the Team for Growth
Shape the roles, decision rights and rhythm connecting marketing, creative, digital, FP&A, analytics, supply chain and product development.
Make It the Next Chapter
For the right emerging brand, a deeper operating or executive partnership to create the next stage of profitable scale.
HEARD MAKING TROUBLE
Long-form conversations for the curious.
On building brands, opening channels, leading teams and turning creative ambition into commercial momentum.
MARKETING VANGUARD / ADWEEKMaintaining Familiarity While Evolving the Brand
Listen ↗
TASTE RADIO / BEVNETMagnolia Bakery Doesn’t Follow Trends. They’d Rather Set Them.
Listen ↗
SCRATCH / RIVALBaking Virality with NYC’s Most Famous Bakery
Listen ↗
SPAMMING ZERO / FLIPTwo Powerful Perspectives on Brand and Customer Experience
Listen ↗HERE COMES TROUBLE
Let’s make the next thing they can’t stop talking about.
New question. New product. New channel. New energy. Durable growth.