about me

Hi, I'm Shauna, a brand strategist and marketing leader who turns complex situations into clear paths forward.

For over a decade, I've helped premium beauty, lifestyle, and fashion brands find their footing. I look at a brand's many amazing pieces to find the through-lines that others might miss. Because I get it — the bigger picture can blur when you're on the inside deep in the work. That's where I come in with the bird's-eye view: cutting through the noise, connecting the dots, and creating strategies that are both cohesive and actionable.

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 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 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. 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. Positioning, narrative architecture, 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 Launch

From GTM positioning to full 360 launch campaigns. Frameworks for hero launches, LTOs, & core products. Distinct product narratives built to drive awareness and convert.

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.