Where Brand Strategy Meets Product Innovation
Maria Wilde is a freelance brand strategy and product innovation consultant based in London, working with businesses globally. She specialises in the space where brand and product strategy meet — helping senior teams at FMCG, CPG, a wide range of B2C and B2B organisations, as well as agencies and consultancies, build brands that are strategically coherent from the inside out: from product portfolio decisions through to market positioning and go-to-market execution.
With global, multi-regional experience at Unilever, BAT, and Ogilvy — and across sectors from food and personal care to telecoms, logistics, and regulated industries — Maria brings deep multinational experience and the commercial instinct of someone who has also built from scratch. Available for project-based, interim, and long-term consulting engagements worldwide.
Select Clients and Past Work
Testimonials
Tara Austin, Partner & Behavioural Science Lead @ Ogilvy Consulting
“Maria is exactly what you want in a consultant - bright, brilliant, diligent, spots the opportunities and sees things that others don’t. She’s also a delight to work with and gets the best out of people as a result. I thoroughly recommend working with her.”
Raffaele Martone, Global Brand Manager @ Unilever
“Maria is always pushing beyond conventional solutions to uncover unique opportunities. She is incredibly detail-oriented, unfailingly punctual, and brings a level of professionalism that elevates every project she touches. Beyond her technical capabilities, Maria is simply a joy to work with. I recommend Maria without reservation for any role requiring strategic thinking and creative problem solving.”
Emily St Clair-Johnson, Partner & Global Brand Transformation Lead @ Ogilvy Consulting
“Maria has been an invaluable addition to our team over the last few months. With an ability to immerse fully in the nuance of a challenge whilst keeping sight of the bigger picture she is able to turn her hand, curiosity and thinking to diverse clients, projects and teams.”
Claire McVinnie, Future Innovations Lead @ BAT, VUSE
“Maria is naturally curious. Her hunger to interrogate and understand the 'why?' sets her apart. I saw numerous examples of her using this to inform the 'how' in complex situations, incorporating demands of multiple stakeholders.
She is a real pleasure to work with, and very capable particularly at conceptual level, where she was able to hone articulations and product propositions to maximise consumer appeal.”
I work with senior leadership teams, brand teams, agencies, and consultancies across four core areas.
Engagements range from short-term projects to long-term embedded partnerships and interim roles.
Brand Strategy
Positioning, architecture, naming, and brand story — built on rigorous audience insight and competitive analysis. For brands that need to clarify, relaunch, or rebuild from the ground up.
Growth Strategy & Go-to-Market
The strategic layer between internal alignment and external traction — go-to-market planning, messaging frameworks, partnership strategy, and audience segmentation.
Product & Innovation Strategy
From opportunity identification and commercial sizing through to NPD roadmapping, portfolio rationalisation, and launch strategy. Bridging the gap between what a brand promises and what a product delivers.
Strategy Workshops
Structured, hands-on sessions covering brand positioning, consumer insight, naming, product opportunity, and go-to-market planning. Available as standalone sessions or as part of a broader engagement.
My Services
Who I Work With
I work with businesses at different stages and of different sizes — from startups building their brand from scratch to multinationals realigning their portfolio strategy.
I also embed within agencies and consultancies that need senior strategic thinking on a flexible basis.
Great brand and product strategy isn't industry-specific: my client experience spans FMCG, CPG, personal care, food, fragrance, telecoms, logistics, infrastructure, and regulated industries.
Working Together
How I Work
Short-Term Projects (under 6 months): Focused strategic work with a clear brief and defined output — brand positioning frameworks, product opportunity assessments, go-to-market plans, or competitive analysis.
Long-Term Projects (6+ months): Deeper engagements involving multiple workstreams — building a brand architecture from scratch, developing an NPD pipeline, or running a full go-to-market strategy across markets.
Interim Roles: Embedded in your team on a part-time or full-time basis — filling a strategic gap, leading a critical initiative, or providing senior cover during a transition. Available on daily or salaried arrangements.
Ways of Working
I integrate into your existing team and workflow — whether that means working remotely, on-site, or a combination of both. My background across startups, global corporations, and agencies means I adapt quickly to different working cultures and methodologies.
Every engagement starts with a genuine understanding of your market, your customers, and your internal landscape. I keep the process open and iterative — you stay informed and involved throughout, not just at the point of delivery.
Strategic recommendations are designed with implementation in mind. The goal is always clarity and traction — not just a well-crafted document.
LATEST PUBLICATIONS
A collection of insights, articles and research on branding and product strategy.
8 Tips for Aligning Brand Strategy and Product Strategy. (And Why It Actually Matters.)
Why brand strategy and product strategy are inseparable and should go hand in hand.
Swiping Right on Brand-Product Alignment: 9 Strategic Lessons from Dating App Failures.
Dating apps are spending millions on rebrands while users flee. The strategic disconnect holds lessons for every business in every industry.