about me

Hi, I'm Shauna, a strategist and marketing leader who turns complex brand challenges into clear paths forward. For over a decade, I've helped premium beauty, lifestyle, and fashion brands find their footing in brand strategy, integrated campaigns, and social storytelling.

I’ve been both in-house and fractional for DTC brands like Crown Affair, Tezza and Dermalogica, as well as global organizations like Philips, Coldwell Banker Global Luxury and General Mills.

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 include leading luxury haircare brand Crown Affair's highest-performing launch to date (3x revenue targets) and driving a 10x lift in influencer revenue at Wondery Outdoors apparel.

I'm open to fractional and freelance projects where I can help brands find their clarity, and build from there.

Contact: 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 across channels. Positioning, editorial, messaging, voice, audience, and competitive differentiation.

2. Integrated Campaign Development

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

3. Go-to-Market & Product Launches

From GTM positioning to full 360 launch campaigns. Frameworks for hero launches, LTOs, & core products. Distinct product stories rooted in both emotional and functional benefits.

4. Social & Influencer Strategy

Culture-forward content strategy, channel-specific creative frameworks, and influencer programming that builds both reach and revenue. Content that is distinctly you.

5. Team & Creative Leadership

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

how i work

I work with executives, founders, studios, and agencies to support brands during moments of transition or growth — the moments when there's too much on the table, you need a fresh perspective, or you're ready for a new way of working altogether.

I get it. When you're deep in the work, the bigger picture blurs. You're short on time, pulled in every direction, and sometimes the hardest thing to see is the thread that connects everything you're already doing well.

That's where I come in. I embed quickly with small teams and partner closely with leadership to bring the bird's-eye view. Here's what that looks like in practice:

Find the thread. I synthesize your brand's inputs — insights, vision, goals, creative — into a clear through-line that makes everything else easier to execute against.
Cut through the clutter. I bring the outside perspective that's hard to have from the inside: identifying what's working, what's not, and where the real opportunity is.
Build something you can run with. Whether that's a campaign, a content framework, a launch strategy, or a system your team can run with — I create work that's both strategically grounded and ready to execute.