I work with CEOs, CMOs and agency leaders on high-stakes brand and growth decisions — particularly where commercial ambition intersects with reputation, sustainability and long-term trust.With three decades in senior global brand leadership roles across Europe and the United States, I bring commercial judgment, lived operating experience and perspective shaped at scale.In a world that is more transparent and more demanding than ever, growth requires clarity of positioning, disciplined portfolio choices and the ability to balance opportunity with accountability. My work strengthens brand strategy in that context — supporting leaders in making decisions that are commercially sound, defensible and durable over time.
Endorsements By Global Leaders
"I have worked with Dale in multiple capacities, and what strikes me most is his rare combination of genuine passion for purpose-driven marketing and the strategic discipline to execute it effectively. He consistently integrates sustainability and inclusion into brand strategy with both authenticity and rigor, and understands how to navigate these complex issues in ways that drive business performance, not just communications. Any organization looking for expertise in this space would benefit from his counsel."Jane Wakely
Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods - PepsiCo
"Dale is a passionate and enthusiastic marketeer who had a great impact on many brands as well as the whole marketing community at Mars. It has been a pleasure to cross his path. Organizations looking for purpose-driven brand expertise would benefit from working with him."Loic Moutault
President - Mars Petcare
"Dale accelerates brand performance through a unique combination of strategic rigor, deep marketing expertise and genuine thought leadership on sustainability, brand purpose-driven growth and their impact in the world. He's a good person who brings integrity to everything he does. I've worked with Dale personally, and I'd recommend him to anyone who wants to drive business success and make a difference."John Osborn
Global Lead Advisor - AdNetZero and former CEO at OMD USA and BBDO New York
How I Work
Brand strategy today is shaped by forces that extend beyond marketing alone. Growth ambitions are tested not only by competition and category dynamics, but by rising expectations around sustainability, responsibility and long-term trust.For leadership teams, the challenge is coherence. Portfolio choices, positioning, innovation priorities and commercial narrative must remain strategically clear — while recognising that stakeholder scrutiny and enterprise risk increasingly influence long-term value.My work strengthens core brand strategy in that context. I support organisations in clarifying positioning, sharpening portfolio direction and aligning growth ambition with accountability. Sustainability and purpose are not treated as overlays, but as forces that shape credible and resilient brand decisions.Equally important is embedding those decisions into the organisation — aligning teams, agency partners and existing processes so that strategy translates into consistent execution. The objective is not only clarity of direction, but coherence in practice.
Strategic Advisory
Ongoing senior counsel to CEOs and CMOs on growth, brand positioning and portfolio direction — alongside complex decisions where sustainability or social considerations materially shape opportunity, reputation and enterprise risk.
Agency Partnership
Bringing the voice of the client into agency brand strategy and new business environments — whether behind the scenes, pressure-testing positioning and commercial narratives, or participating directly where senior client perspective adds weight and credibility.
Fractional Leadership
Acting as a fractional senior brand leader — providing consistent strategic direction and commercial judgment during periods of growth, repositioning or transition. Engagements are tailored to provide senior leadership continuity without the commitment or overhead of a full-time appointment.
Focused Strategic Projects
Defined strategic assignments — from core brand positioning and portfolio strategy to evaluating how sustainability or inclusion considerations influence long-term brand and commercial direction.
Dale Green
Founder, Green By Name
Experience Beyond Theory
Decades of global brand leadership, grounded in judgement and lived experience.
With three decades in senior brand leadership roles at some of the world’s most recognisable businesses — including Kraft, Müller and Mars — I lived and worked across the UK, Europe and the United States, managing multi-billion-dollar brands in highly developed, scrutinised markets.That experience shapes how I work with brands today: recognising that what they say, how they act and how they are judged all influence long-term brand equity and reputation.My focus is on combining strategic clarity with real-world judgment — helping leaders make decisions that hold up under scrutiny, travel across markets, build trust over time and avoid unnecessary missteps.Alongside this commercial experience, I bring deep, practical expertise in purpose-led, sustainable and inclusive marketing at both industry and governance level — strengthened by executive education in sustainability at Yale and purpose-driven strategy at Oxford.This experience has included chairing the World Federation of Advertisers’ Planet Pledge forum, serving on the board of the Geena Davis Institute and acting as Deputy Vice Chair of UN Women’s Unstereotype Alliance. I have spoken at the United Nations, advised Loyola University Chicago’s Quinlan School of Business and contributed to industry leadership through organisations such as the Association of National Advertisers.What ultimately matters is the vantage point these roles provide: insight into how brands navigate opportunity and risk — not only in what they say, but in how they operate, decide and show up.
Contact
If something here resonates and you’d like to talk it through, I'd welcome a conversation.I’m always open to a straightforward conversation to understand what you’re working through.Email: [email protected]Based in the United States, working internationally.
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