Responsible marketing needs more than good intentions
Green By Name helps CMOs, brand and agency leaders pressure-test strategies, claims and campaigns where commercial ambition meets sustainability, inclusion, reputation or responsible AI.The result is work that is more credible, more distinctive and easier to approve, sell and execute.
The goal is not to make the work more cautious. It is to make it sharper, more useful and easier to stand behind.I have three decades of senior marketing experience at Kraft, Müller and Mars with industry leadership across the ANA, WFA, UN Women’s Unstereotype Alliance and the Geena Davis Institute.
Dale Green
Founder, Green By Name
When Teams Bring Me In
The work is promising. The stakes are real. But the team needs an experienced outside perspective before it reaches the market, the client or the boardroom. The claim needs to be credible.
The campaign needs to land.
The client needs to buy it.
The work needs to survive scrutiny.That is where Green By Name helps.
Credible
Can we make this claim without greenwashing?Will customers care about this, or are we talking to ourselves?Will this build trust, or create reputational risk?
Considered
Will this work survive the internal governance reviews?Where could this campaign misfire, even if the intent is good?Are we excluding anyone and leaving value on the table?
Commercial
We’ve invested in sustainability. How do we make it pay back?This is complicated. What matters most right now?It may be safe. But is it too vanilla?
Ways I Help
Every engagement starts with the decision that needs to be made — not a pre-packaged process. The work can take the form of a focused review, an intensive sprint, fractional advisory support or an ongoing senior counsel relationship.
Strategy Pressure Test
For CMOs, brand leaders and consulting teams preparing a positioning, growth strategy or leadership recommendation.
I clarify the commercial question, challenge the assumptions and identify the decisions that will make the work stronger.
Campaign & Claims Review
For brand, agency, PR and corporate affairs teams before a campaign, claim or creative platform reaches the client, market or formal review.I bring a senior client-side perspective to help where the work may overclaim, misfire, get watered down or fail to persuade. - including where legal, sustainability, corporate affairs or leadership may push back.
Responsible Growth Sprint
For organizations with credible sustainability, inclusion or responsible-business work that is not yet creating enough commercial value or failing to get traction.I help turn the thinking into clearer claims, decision principles, embedding strategies and language that works in market.
You leave with: a sharper point of view, clearer priorities and an argument that is easier to stand behind.
You leave with: practical revisions and stronger work that can survive scrutiny without becoming vanilla.
You leave with: a usable commercial narrative, priority opportunities and clear next actions.
Not sure which shape fits? Start with the decision you need to make. A first conversation will quickly establish what would be most useful - and whether I am the right person to help.
Experience
Global brand leadership. Commercial judgment.
I bring three decades of senior marketing experience from Kraft, Müller and Mars, including global brand and purpose leadership across the UK, Europe and the United States.
I have worked where brand ambition, corporate commitments, customer relevance and reputation all have to meet - and where the work must survive scrutiny across functions and markets.
That client-side vantage point is strengthened by leadership across ANA’s CMO Growth Council, WFA’s Planet Pledge, UN Women’s Unstereotype Alliance and the Geena Davis Institute, plus executive education at Yale, Oxford and Google.
My work is also shaped by practical experience in sustainable, inclusive and purpose-led marketing, including leadership across ANA’s CMO Growth Council, WFA’s Planet Pledge, UN Women’s Unstereotype Alliance and the Geena Davis Institute, strengthened by executive education in sustainability at Yale, purpose-driven strategy at Oxford and a Professional Certificate in AI at Google.What matters most is the vantage point: I understand how brands navigate opportunity and risk - not only in what they say, but in how they operate, decide and show up.
Dale Green
Founder, Green By Name
What People Say About Working with Me
"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
Speaking & Advisory
I am available for leadership briefings, workshops, advisory sessions and conference conversations on responsible marketing, brand trust and the future of brand decision-making.I bring a senior client-side perspective, shaped by global brand and purpose leadership, industry forums and practical experience helping teams turn ambition into work that can stand up to scrutiny and get made.
Topics often include:Responsible marketing and brand trust
Sustainability without greenwashing
Inclusion, accessibility and commercial value
Responsible AI in marketing
Credible claims and reputational risk
Making purpose useful in market
How brands make decisions under scrutiny
Panel conversation at the United Nations for UN Women’s Unstereotype Alliance
Contact
Let's TalkMost engagements begin with a focused, low-pressure conversation. Bring the decision, campaign or claim that is proving difficult, and we can work out what is really going on - and whether there is a useful role for me.Book a call below that fits your schedule or email me for a brief, introductory diagnostic session.Based in the United States, working internationally.
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Effective date: January 1st 2026This website is operated by Green By Name LLC (“Green By Name”). By accessing or using this site, you agree to the following terms.
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Effective date: January 1st 2026
Green By Name is committed to ensuring this website is accessible and usable for as wide an audience as reasonably possible.We aim to design and maintain this site with clarity, readability, and accessibility in mind, and to follow generally recognised best practices where appropriate.As a small, independent consultancy, this website is intentionally simple and designed to minimise unnecessary barriers. That said, accessibility is an ongoing consideration, and we recognise that no site is ever truly finished.If you experience difficulty accessing any part of this website, or have suggestions for improvement, your feedback is welcome.
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