When Tim joined Halo Pet Food, the brand was mid-flight on a campaign built around the provocation “Pets are better than kids.” While attention-grabbing, Tim quickly recognized that the underlying insight didn’t reflect how pet parents actually think and the work itself wasn’t motivating, disruptive, or persuasive enough to drive growth. He paused execution and led foundational positioning work, diving deep into consumer insights to understand what truly mattered in the category and where Halo could credibly stand apart.

That work unlocked a powerful, leverageable truth: Halo doesn’t use meat meal. In a category where most kibble relies on highly processed meat meal (dried, powdered remnants of meat, bone, and tendons) Halo was the only major brand committed to using only whole meat. Partnering with an agency, Tim helped create a bold new campaign that exposed and demonized meat meal, educated consumers on what it actually is, and reframed Halo as the clear, uncompromising alternative.

The campaign used AI-generated imagery to save hundreds of thousands of dollars in production and retouching, while still delivering standout creative. The result: one of the highest-performing campaigns ever tested by Kantar, scoring in the 99th percentile across all advertising they’ve measured.

When Tim was leading brand marketing for Hanes, he faced the challenge of launching a meaningful innovation in men’s underwear (Comfort Flex Fit with a specially designed pouch) just as launch budgets were dramatically cut. Rather than defaulting to a watered-down campaign, Tim looked for a scrappy, culturally relevant way to spark interest and conversation without relying on traditional media spend. Partnering closely with an agency, he helped create #VouchForThePouch, a bold, social-first idea designed to let personality and authenticity do the heavy lifting.

The campaign enlisted unexpected, C-list celebrities such as Victor Cruz, Nev Schulman, and Antoni Porowski, who created their own imagery and content, each candidly vouching for the comfort and benefits of the pouch in their own voice. Tim amplified the content through PR and paid social, allowing the message to travel organically while maximizing limited dollars. Antoni’s posts, in particular, caught fire as his cultural relevance was rapidly rising, driving outsized attention to the campaign.

The results were immediate and measurable: hanes.com experienced its biggest traffic days ever, Comfort Flex Fit products sold out online, and brick-and-mortar retail sales significantly exceeded expectations.

When Tim took on leadership of the Bali and Playtex portfolio at HanesBrands Inc., the business was being weighed down by extreme portfolio and SKU complexity. Intimate apparel is inherently SKU-intensive due to size and color requirements, but with more than 16,000 SKUs in-market, the P&L was suffocating under the operational strain. Compounding the issue, the brands were launching more than 10 new styles twice a year, with low hit rates that drove significant excess and obsolete inventory, with much of it ending up in off-price channels like TJ Maxx and Marshalls, eroding both margin and brand equity.

Tim led a disciplined portfolio simplification effort focused on doing fewer things better. He reduced the number of new styles launched each season, increased success rates, and materially limited the volume of product flowing into clearance channels. Using a simple but powerful quadrant analysis, Tim eliminated more than 4,000 SKUs from the portfolio, allowing the organization to focus on its strongest performers.

The impact was significant: the streamlined portfolio delivered a double-digit increase in gross margin, improved profitability, and created a cleaner, more shoppable experience at retail by reducing shelf clutter and making it easier for consumers to find the right product.