Twinning Edge focuses on driving sales by building effective business development ecosystems for small businesses and startups. Our goal is to accelerate business growth via an integrated approach to sales and marketing. We are redefining how these functions work together, focusing first on building the credibility, trust, and relationships that lead to new partnerships rather than relying on mass marketing tactics.By using customized AI and automation tools, we streamline content creation, enabling clients to affordably showcase expertise and thought-leadership while keeping the team focused on strategic planning and highest-impact business development activities.

"The Middle Matters: A Toolkit for Middle Managers" offers a new take on the often underappreciated realm of middle management. Author Jeff Sigel draws from over two decades of firsthand experience to inspire middle managers to embrace their unique position as a powerful platform for influence and impact.The book explores the three essential roles of the middle manager: Doer, Leader, and Influencer. Each chapter teaches actionable strategies and valuable skills to help you succeed in these roles.

Back in the classroom, teaching Principles of Marketing to the great students at UMass Boston.

Podcast Co-host of Twinning Strategy - A Podcast about scaling businesses (Dec 2023 - present) and Wicked Connected - A podcast about networking in Boston (Sept 2024 - present)

Proprioceptive is on a mission to make businesses more self-aware so they can overcome the barriers that get in the way of activating strategy. Our goal is to ensure that organizational intent translates into everyday actions. We recognize that it's the leaders in the middle that are key to making this happen. So we focus on developing strong middle leaders - providing them with the the right coaching, the right data, and the right messages to inspire them to bring strategy to life. Past/Recent Clients: - Full-service Marketing Agency - conducted assessment of executional staff and leadership, identified gaps, conducted workshop and coaching on improving "managing up" capabilities- Healthcare Marketing Agency - assessed challenges and recommended actions for elevating the middle management capabilities of a growing marketing services agency - Non-Profit - helped a non-profit define their strategic approach and 3-year plan - Data & Analytics Consultancy - helped the consultancy realign messaging to better support sales in their pitch decks, case studies and website

Given expanded role leading corporate strategic planning, business transformation, consumer insights, guest relations, data engineering and the creation of a business analytics function for 660+ store restaurant/retail chain with ~$3BB in annual revenue.- Shifted company focus to higher growth consumer targets by leveraging consumer segmentation, macro/industry/competitive scanning, and improved consumer insights “tool kit,” driving improvements across marketing, menu, retail, and operations. - Modernized project management function to ensure delivery of major strategic initiatives, allowing the company to better prioritize key activities and more effectively advance transformational projects worth $150MM+ in profit over plan horizon.- Spearheading the creation of an analytics function that will leverage advanced techniques to better define market opportunities, improve business model efficiency, and identify potential new sources of revenue growth. - Implementing integrated business management structure to drive traffic, revenue, and profit through greater forecast accuracy, identification of growth opportunities, pro-active risk mitigation, and an estimated $30+MM of cost improvements.

Led all aspects of marketing for Cracker Barrel restaurant/retail stores including message strategy, channel planning, traditional/digital media, integrated promotions, internal/external agency management, PR, local marketing, and decor. Acting CMO/Direct Report to CEO, April 2019-September 2020.- Improved ad awareness by ~500 bps and unaided awareness by ~200 bps via major integrated marketing launches (Southern Fried Chicken, Country Fried Turkey) and brand promotions (50th anniversary, Macy’s Parade, music partnerships).- Revitalized brand message by focusing on “home away from home” equity, featuring food as hero, and relentlessly copy testing; delivered 5 TV ads with effectiveness indices in the 175-210 range and billboards consistently above benchmark.- Improved marketing investment productivity, cutting ~$10MM over 3 years via contract negotiation, leveraging partnerships, rationalizing services, building in-house capabilities, and eliminating inefficient spending.- Transformed media from primarily unmeasured traditional channels toward measured digital/targeted media by growing digital media investment, championing use of digital analytics, improving consumer targeting, and upgrading media agency.- Drove 200+bps of incremental traffic growth during 2019 Southern Fried Chicken launch by rigorous planning and execution of 360o programming including TV, digital, social, search, billboard, PR, music partnerships, and in-store activations. - Tapped to lead priority strategic projects including 2018 assessment of traffic decline, initial COVID reopening plan, redesign of Diversity & Inclusion strategy, and evolution of off-premise strategy.

Developed brand communications and annual promotional programming strategy for in-store, traditional and digital media activities across $20BB+ Ahold USA divisions of international grocery retailer Ahold Delhaize. - Re-strategized brand positioning by focusing on the breadth of everyday low prices and special weekly offers that allowed consumers to meet the needs of their family without compromising on quality, leading to +5pts on value perception scores.- Re-engineered marketing planning processes to better focus and prioritize value, quality, variety, and private brand messages in store and in external media channels, supporting +6pts net promoter score gain over 2 years.- Reimagined promotions as 360 degree “takeover” activations across in-store, digital, and mass-media channels; 12+ price events, holidays, vendor partnerships, loyalty/tech rollouts, and social responsibility programs supported +0.5pts share growth.

Provided marketing leadership and strategic direction to local teams in Canada and Latin America Region to develop/expand $175MM+ sugar confection businesses.- Orchestrated an upgrade to TV creative in Mexico for flagship Pelón Pelo Rico brand, including revised communication strategy for a new consumer target resulting in highest ever testing spot (top 10% of testing database).- Guided local leadership in Mexico in reassessing sweets portfolio leading to greater focus on core brands and alignment to exit unprofitable business segments.

Provided marketing leadership, P&L management, and strategic direction for $500MM+ US Sweets Businesses.- Drove Hershey’s US Sweets Franchise gross revenue by +$120MM (+14% 2yr CAGR, +1.6 pts. share) in 2 years via disciplined insights-based consumer targeting and new product/packtype strategies, while managing cost and manufacturing levers to ensure profitability. - Directed re-activation of Jolly Rancher brand after 8-year hiatus with top scoring advertising, updated graphics, Crunch n Chew launch, and strengthened merchandising; led to +22% revenue/+28% takeaway growth in 2012.- Built strong Twizzlers momentum via top scoring insight-driven ad campaign, improved promotional calendar, new “snacking” product launches, and distribution expansion; grew takeaway (+10% 2yr CAGR) and revenue (+11% 2yr CAGR).- Expanded sweets portfolio in hand-to-mouth segment via ~$35MM+ multi-brand Bites launch and led commercialization planning, sales communication, and advertising development efforts for US launch of Lancaster caramel brand.

Managed planning, promotions, merchandising, tracking, and graphics alignment for $1.3BB everyday candy bar portfolio (growth: +8% 2009, +10% 2010). Liaison between brand and sales teams to optimize commercial execution.

Identified consumer, shopper, and retail customer insights to create innovative merchandising, packaging, and product offerings, including expansion of the Pieces platform via $50MM+ launch (+40% above target).

BRAND MANAGER, 100 Calorie Packs Jul 2005 - Dec 2006Managed P&L, budget, integrated marketing programs, product launches and strategic planning for $250MM+ better-for-you snack portfolio. - Drove 40+% 100 Calorie Packs revenue growth via advertising, integrated promotions, and $50MM+ in product launches.- Led efforts with co-manufacturing, packaging, and supply to improve 100 Calorie Pack profit by over 50% in one year.BRAND MANAGER - CRACKER NEW PRODUCT PIPELINE, 2004-2005 Identified, developed, and tested long-term pipeline of cracker category opportunities.Overcame limited resources/budget via creativity, resourcefulness, and collaborative relationship building to qualify $100MM in potential new cracker product ideas designed around unmet needs and usage occasions.

SR. ASSOCIATE BRAND MANAGER - OREO COOKIES, 2002-2004 Led integrated marketing executions (Uh-Oh! Oreo, Milk’s Favorite Cookie) on $600MM+ Oreo brand.ASSOCIATE BRAND MANAGER - RITZ CRACKERS, 2001-2002 Managed promotions, packaging updates, LTO products, forecasting, and budget on $400MM+ Ritz brand.

Teacher