For a launch, a pivot or a system that's stopped working
Marketing Transformation
We rebuild one thing end to end, then hand it off with a 90-day plan.
- Launch Readiness8 weeks
- Go-to-Market Build12 weeks
- Marketing System Rebuild16 weeks
Fractional CMO for regulated industries
Growth stalls when your channels don't connect.
Sales chases one number. Marketing chases another. Partners hear a different story, and compliance sees it last. Red Shoe Marketing Group brings it all together in one systematic revenue plan, from first customer to lifetime value, so your company leads the competition instead of following it.
- Measured on revenue, not activity
- A scorecard you sign off on, every month
- Legal at the table from day one
The fix
One revenue plan. Four places it connects.
- Positioning
- Demand
- Acquisition
- Conversion
- Retention
- Lifetime value
Growth and commercial strategyWhere to compete, how to price and which channels to fund, all set against one revenue target.Advisory
Go-to-market leadershipLaunches and new markets planned with product and sales, and built to get through regulators, platforms and partners.Transformation
Marketing transformationYour team, agencies, data and CRM rebuilt to run on one plan and one set of numbers.Transformation
Fractional CMO leadershipA senior CMO running demand, digital, CRM and retention inside your company, with the team to do the work.Fractional CMO
The team
A CMO in a box. Without the overhead.
One engagement gives you the leader who builds the plan and the team that runs it.
- Your CMO
- Sets the strategy and answers to you for results.
- An AI-powered team
- Research, content, campaigns, CRM journeys and reporting in hours, not weeks.
- Live specialists
- Design, PR, paid media and analytics, added only when you need them.
- With guardrails
- A person checks every AI-assisted piece against your approved claims.
The proof
When the channels connect, revenue follows.
RJ Reynolds / BAT · VELOScaling a challenger brand where advertising is restricted
#4 → #2National market position+50%Category share growth+25%Post-launch revenue growth
RJ Reynolds / BATDRYFT acquisition integration and VELO national rollout
+45%U.S. pouch volume growth, year over year110KRetail outlets reached by year end28Variants launched, up from 4
Bacardi · Grey Goose, Hatuey and CazadoresRelaunching a multi-brand spirits portfolio across regulated channels
+45%Grey Goose sales growth+300%Hatuey growth in year one+200%Cazadores retail sales
The Coca-Cola Company · HealthcareHealthcare channel expansion through a strategic GPO partnership
+20%Profitability growth on the Premier GPO contract+15%Market share and profit margin#1Hospital GPO partner, Premier
“Aisha brings clarity to complexity, and connects strategy to real business priorities.”
Let's connect your channels to revenue.
Start with a 30-minute conversation. We'll find where your channels disconnect and what to fix first.
Request a Growth ConversationWork With Us
Three ways to work together.
Pick the level of support you need. Every engagement runs on one revenue plan and a scorecard you sign off on.
For CEOs without a senior marketing leader
Fractional CMO
We run marketing inside your company: Aisha leads, with an AI-powered team and live specialists. The CMO in a box.
- Your team, agencies and budget
- Demand, digital, CRM and retention
- Monthly scorecard and board-ready reporting
For CEOs with a marketing lead in place
Executive Growth Advisory
Aisha counsels you on growth and commercial strategy, and coaches your marketing lead.
- Two strategy sessions a month
- A second opinion on plans, budgets and launches
- Access between sessions when decisions can't wait
How the work runs
The Bold Brand Edge Method™.
- Days 1 to 30DiagnoseInterviews and an audit of your brand, data, team, spend and gatekeepers.
- Days 15 to 45Define the edgePositioning, claims-safe messaging, and visuals and copy for each channel.
- Days 30 to 60Build the planOne revenue plan, a budget and a scorecard you sign off on.
- Days 45 to 90ActivateThe right team, agencies and review workflow, plus early wins.
- Day 90 onMeasure and scaleMonthly scorecards and quarterly reviews. Double down on what works.
Not sure which fits?
That's what the first call is for.
In 30 minutes, you'll leave with:
- Where your channels are disconnecting
- The first thing to fix
- Which engagement fits, if any
Results
Growth built inside the hardest channels.
Four case studies from hospital systems, the three-tier system and restricted-advertising categories, where the gatekeepers decide what reaches the customer.
RJ Reynolds / BAT · VELO
Scaling a challenger brand where advertising is restricted
The challenge
VELO entered the market fourth nationally, in one of the most restricted advertising environments in consumer goods. As Senior Director of Consumer Marketing, Aisha owned product, digital and go-to-market strategy, and scaled VELO the way a founder scales a challenger brand.
The approach
- Omnichannel execution across out-of-home, radio, GSTV, in-store and online media, plus affiliate partners
- CRM activation to adult tobacco users in Reynolds' first-party database, across retail media networks
- Six occasion-based marketing platforms linking education to the moment of purchase
- A subscription model and membership tiers that turned trial into ongoing relationships
- #4 → #2
- National market position
- +50%
- Category share growth
- +25%
- Post-launch revenue growth
RJ Reynolds / BAT
DRYFT acquisition integration and VELO national rollout
The challenge
When BAT acquired DRYFT, the job wasn't a rebrand. It was a full commercial transformation in a fast-growing, heavily regulated category led by ZYN. Aisha owned every consumer touchpoint: portfolio integration, national brand conversion, retail expansion and adoption at scale.
The approach
- Unified two product portfolios into one national brand architecture
- Converted DRYFT to VELO across every retail and digital touchpoint
- Expanded distribution to 110,000 outlets through retailer-owned digital networks
- Led brand, retail, digital and compliance teams at the same time
- +45%
- U.S. pouch volume growth, year over year
- 110K
- Retail outlets reached by year end
- 28
- Variants launched, up from 4
- +840 bps
- Modern oral share gained, reaching 16%
Bacardi · Grey Goose, Hatuey and Cazadores
Relaunching a multi-brand spirits portfolio across regulated channels
The challenge
As Director of Marketing, Aisha led relaunches of three brands at once, across 10+ markets with a 40-person sales team. Each brand needed its own positioning and channel strategy. One playbook couldn't cover all three.
The approach
- Relaunched Grey Goose, rebuilding brand campaigns and distribution focus
- Built distinct positioning by market for Hatuey and Cazadores
- Created No Ordinary Mix, an activation platform of DJ battles, karaoke nights and premium cocktail occasions
- Ran experiential and PR programs that earned 35M+ media impressions nationally
- +45%
- Grey Goose sales growth
- +300%
- Hatuey growth in year one
- +200%
- Cazadores retail sales
- 35M+
- Campaign impressions, 10+ markets
The Coca-Cola Company · Healthcare
Healthcare channel expansion through a strategic GPO partnership
The challenge
Coca-Cola was underpenetrated in healthcare, where hospital systems and group purchasing organizations buy on contract compliance, not brand preference. As Senior National Account Executive for Healthcare, Aisha was asked to defend and grow the company's footprint.
The approach
- Directed strategic planning and contract execution across the national healthcare sales force
- Negotiated key contract terms with Premier, the largest hospital GPO in the U.S.
- Built consumer promotions and channel-specific sales strategies to grow institutional share
- Led executive events and presentations for health system decision-makers
- +20%
- Profitability growth on the Premier GPO contract
- +15%
- Market share and profit margin
- #1
- Hospital GPO partner, Premier
What clients and leaders say
“Aisha brings clarity to complexity, and connects strategy to real business priorities.”
“Since working with Aisha, my gross monthly income has more than doubled and my net monthly income has multiplied by double digits. I'm seeing 2 to 3 new patients per week requesting appointments after seeing my content on social media. I can pay myself a salary now.”
“Aisha is the best leader to have if you are truly invested in your growth. She helped us build our competitive assessment to identify our positioning and have clarity in where we fit in our category for our brand launch.”
“Aisha has helped us build our brand positioning and launch plan. We are so grateful to have her guide us to the most successful brand launch of the Dream Center.”
“Her marketing eye and expertise brings such a valuable experience that provides what you need to create, build and grow your brand and business.”
About
Built inside the brands that set the rules.
Aisha Felder has led growth at Coca-Cola, Bacardi, RJ Reynolds/BAT and Frito-Lay. She founded Red Shoe Marketing Group to give growing brands the same discipline.
Aisha Felder
Aisha Felder is the founder of Red Shoe Marketing Group and a fractional CMO for companies in regulated industries. She helps founders and CEOs of $5M to $30M companies connect sales, marketing, partners and compliance into one revenue plan.
Her career has been spent growing brands that had to win a gatekeeper before they could win a customer. At RJ Reynolds/BAT, as Senior Director of Consumer Marketing, she took VELO from fourth to second nationally and led the integration of DRYFT into one national brand. At Bacardi, as Director of Marketing, she led the relaunch of Grey Goose, Hatuey and Cazadores across more than ten markets. At The Coca-Cola Company, as Senior National Account Executive for Healthcare, she grew the business inside hospital systems through a partnership with Premier, the largest hospital purchasing organization in the country. She also built brand and channel marketing experience at Frito-Lay.
Since founding Red Shoe, she has worked with clients ranging from wellness practices to large, scaling nonprofits, impact investors and growing CPG brands. Her approach is the same everywhere: find where the channels disconnect, build one plan, and measure it on revenue.
Point of view
What Aisha believes about growth.
The gatekeeper is your first customer.
If the regulator, the partner or the platform doesn't say yes, your customer never gets the chance to.
Compliance belongs in the strategy.
Claims review shouldn't be the last step before launch. Build the message so it clears from the start.
One plan, three teams.
Marketing, sales and compliance should work from the same plan and the same numbers.
Proof beats promises.
Partners and regulators believe evidence. Everything else is a story until the numbers show up.
People buy what they feel.
Positioning only works when the copy makes the right customer feel understood. The words have to carry emotion, and still clear legal review.
Every channel needs its own picture.
A distributor deck, a shelf, a social feed and an inbox are read differently. One brand, with visuals and copy built for each channel, is how the message lands everywhere.
“Your channels aren't the problem. The gaps between them are.”
Insights
How Aisha thinks about growth.
Points of view on growing companies in regulated industries.
Featured · Point of view
PR is the connective tissue.
Aisha Felder · 5 min read
Most growing brands treat PR as a nice extra. A launch gets a press release, a founder gets a podcast, and nobody connects it to the numbers. In categories with gatekeepers, that's a missed opportunity.
A channel partner needs a reason to put your brand in front of their customers. An enterprise account needs to believe the market trusts you. A regulator needs to see a brand that behaves responsibly in public. Paid media can't do all of that, especially when the ad platforms won't run your product.
Earned media is the one channel every gatekeeper reads.
What that looks like in practice
Plan PR around the sales calendar, not the other way round. Land coverage before the partner meeting, so the deck has third-party proof in it. Write every story from approved claims, so legal reviews it once. Then give sales and partners the same story, so the pitch, the press and the website all say the same thing.
Done this way, PR stops being a separate line in the budget. It becomes the thread that holds marketing, sales and compliance together.
Up next
Coming soon.
Your partner is a customer too
Why channel partners deserve their own strategy, and how to market to the business and the end customer from one plan.
The proof partners ask for
The evidence channel partners and enterprise accounts want before they commit, and how to have it ready.
Claims-safe copy that still sells
How to write marketing legal can approve the first time, without draining the energy out of it.
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