about me

Hi, I'm Shauna — a brand strategist and marketing leader who turns complexity into clarity.

For over a decade, I've helped premium beauty, lifestyle, and fashion brands find their footing — synthesizing disparate inputs across insights, culture, and creative into strategies that are both cohesive and actionable. My instinct is to look at a brand's scattered pieces and see the through-line others miss.

My work spans DTC startups, high-growth consumer brands, and global organizations — in-house and fractional. I've launched eight brands and hundreds of products — from luxury haircare to mobile apps — and partnered with cultural leaders including the American Music Awards, Revolve, Éliou, and DS&Durga.

Recent highlights: leading Crown Affair's highest-performing launch to date (3x revenue targets) and driving a 10x lift in influencer revenue at Wondery.

I work with executives, founders, studios, and agencies during moments of transition or growth — embedding quickly with small teams and partnering closely with leadership to turn scattered ideas into clear direction, aligned teams, and scalable systems.

I'm open to fractional and freelance projects where I can help brands find their clarity — and build from there. shauna@addvinegar.com

Shauna Williams at the American Music Awards for Tezza

my specialties

1. Brand Strategy & Positioning

Finding the emotional truth at a brand's core, and building the frameworks to express it. Positioning, narrative architecture, messaging, tone of voice, audience, and competitive differentiation.

2. Integrated Campaign Development

Turning brand strategy into campaigns that work across the full ecosystem — social, influencer, PR, partnerships, experiential, digital, retail, and OOH. Your big-picture vision executed at every touchpoint.

3. Go-to-Market & Product Launch

From GTM positioning to full 360 launch campaigns. Frameworks for hero launches, LTOs, and evergreen products. Distinct product narratives. Built to drive awareness, excitement, and convert.

4. Social & Influencer Strategy

Culture-forward content strategy, channel-specific creative frameworks, and influencer programming that builds both reach and revenue. Always-on systems that stay fresh.

5. Team & Creative Leadership

Building and leading cross-functional brand marketing teams — design, editorial, social, content, activations, partnerships, and PR. Process design, OKR/KPI frameworks, and tight briefs.